What kind of a world do we live in where a worldwide box office take of $2.6 billion isn't a satisfying haul for a film? James Cameron and the folks at Fox feel that there's more box office life in Avatar yet, even after its April DVD release. They're talking about re-releasing Avatar in 3-D this Summer with an additional ten to twelve minutes of additional footage added in. Cameron confirms a scene where Jake Sully proves himself to the Na'vi (isn't that already in the movie?) and one where Tsu'tey gets drunk (is that worth a re-release?).
It seems like a very odd move to me, although I understand the business end of it. Avatar got booted from 3-D screens (including all IMAX theatres) to make room for Alice in Wonderland, while Avatar was still making money. I'm sure Cameron and company feel like they're just supplying for the demand, but what do you think the demand will be like for 3-D Avatar in the middle of the big Summer movie season, especially when you can already get it on DVD?
Are the ten minutes enough to spike an Avatar box office resurgence? Has Avatar become a poor-sport football team, just running up the score at this point to show that they can?
(via Hollywood Reporter)