If anyone still knows how to fill a movie theatre, it’s James Cameron. Having broken the all-time worldwide box office record in 1997 with Titanic and again 12 years later with Avatar, his work is the acme of big-screen spectacle.
His latest offering, Avatar: Fire and Ash, arrives in radically different circumstances. With several years now between us and the pandemic, it is clear that theatrical box office is likely not coming back to what it was: US total box office for 2025 currently stands at $7.6bn (down from $11.3bn in 2019); the worldwide haul is expected to be around $34.1bn, a 13% drop from pre-Covid times. All the more onus on Cameron’s hypertrophic Smurfs to bring in the box office cavalry at year’s end. And hopefully supply some further indications about the magic elixir needed to break the Netflix’n’chill stranglehold and get boots back in cinemas.
