2) How has the UK theatrical distribution of the film been managed in order to ensure the film's success in the UK?

Avatar was originally planned for release on 22 May 2009, but the date was pushed back in order to allow more time post-production and to give more theatres worldwide to install 3-D technology. Avatar held its worldwide premiere in Leicester Square, London 10 December 2009.

Other films released around the same time as Avatar were also taken into consideration when Twentieth Century Fox (Avatar’s distribution company) decided to release it. Those released in the same week as Avatar were Humpday, Nine and St Trinian’s 2. Though there appeared to be little competition, Alvin and the Chipmunks: The Squeakquel was to be released by Fox the following Monday. Alvin and the Chipmunks would target the younger children and families over the Christmas period which Avatar would possibly fail to attract. Thus, Fox have attempted to sustain two of their films in a competitive environment by releasing two films which would target a wide spectrum of people.

The fact that the film premiered in London possibly accounts to much of its success in the UK. The media hype generated before, during and after the premiere would have ensured that as many people as possible were aware of the film’s existence. It was released on Thursday 17 December 2009. On its opening weekend, Avatar grossed around £8.5 million. In contrast to this, St Trinian’s 2, released in the UK the next day only managed to gross £1.6 million that same weekend.

Avatar seems to have combated the issue of film piracy both in the UK and around the world. As it is almost impossible to film and pirate and 3D film, there will, hopefully, be fewer pirate copies of Avatar circulating around Britain. However, though the film has been pirated in the 2D format, it is more likely that people would want to experience the film in 3D, as the director intended. Therefore, demand for the film when it is released on Blu-Ray or DVD will most possibly still remain high.

Twentieth Century Fox have gone for a nationwide release in the UK, and it is currently showing in 471 cinemas out of 650 (screenrush.co.uk). Being screened in so many cinemas nationwide ensures that Fox are able to reach as much of Avatar’s UK target audience as possible. More cinemas which screen the film ensure more people see the film. There is also more of a chance of the film sustaining its success in the competitive market of the UK film industry if it is more widely available for people to access.