Guardian: Avatar trailer opens Pandora’s box a little wider

October 29, 2009 – 12:39 pm

The UK’s Guardian speculates on the hype surrounding Avatar in lieu of the new featurette and trailer:

I’m a sucker for getting caught up in the hype for big blockbuster sci-fi movies that know exactly how to market themselves in order to look like the coolest thing since Ripley took out the xenomorph queen in Aliens. But so far the online publicity for Avatar, James Cameron’s forthcoming 3D megalith, hasn’t quite got under my skin. Far more exciting was the 15 minutes or so of actual footage that I saw earlier this year at the IMAX Waterloo in London. OK, so Cameron’s creation, the planet Pandora, did have a certain new-age whiff to it, with all those elfin, blue Thundercat types running around, but it was lurid, visceral and vivid enough to make you want to reach for the Peter Gabriel albums (and I’m a Peter Gabriel fan).

So far Avatar’s online hype machine has been limited to an OK teaser trailer and a pretty crappy website for supposed human recruits to travel to Pandora (which has admittedly improved somewhat since I first wrote about it last month).

The first full-length trailer is due to hit the web tomorrow, but an “international” version with unidentifiable subtitles is already available online, and reports are that it’s virtually indistinguishable from the English-language equivalent that’s about to drop. In the film, Jake (Sam Worthington), a disabled former marine given the chance to walk again via an alien body, or Avatar, which he can control with his mind, is charged with infiltrating the indigenous population of Pandora, the Na’avi, in order to help some evil military-industrial complex types plunder the priceless local mineral deposits. This new version appears to confirm a rather obvious story twist: it looks like Jake goes a little native and turns on his former employers.

There’s also a new featurette, which is mostly just Cameron waxing lyrical about what a genius Cameron is, while various other members of the cast and crew also make with the vapid hero worship, though it does contain a few shots we’ve not yet seen of Pandora.

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