Disney’s marketing blitz for ‘Avatar: The Way of Water’ isn’t as innovative as the film—and that’s its genius

Dec 11 2022 by Fast Company

James Cameron’s latest movie comes out December 16, and Disney’s pursuing a counterintuitive strategy to get you to see it.

Avatar: The Way of Water will be released in theaters officially on December 16. For the film to break even for Disney, director James Cameron has admitted that the sequel to his 2009 hit—the highest-grossing film of all time—would have to make more than $2 billion at the global box office.

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Continue Reading Disney’s marketing blitz for ‘Avatar: The Way of Water’ isn’t as innovative as the film—and that’s its genius