James Cameron Sends Strict Instructions to Theaters for AVATAR: FIRE AND ASH Screenings
James Cameron is making sure audiences see Avatar: Fire and Ash exactly the way he intends. Ahead of the film’s theatrical release, the filmmaker personally sent a letter to theaters laying out precise instructions on how the movie should be projected and heard, down to audio levels, framing, and calibration. Presentation clearly matters for this movie, just as much as the spectacle on screen.
The note, addressed directly to projection staff as “Dear Theater Technician,” comes signed by James Cameron himself and leaves little room for interpretation.
Cameron explains that the Digital Cinema Package arrives with extra materials that are essential to getting the experience right. “There's a Projection Specification file and framing chart included with the DCP [Digital Cinema Package], with crucial information regarding light levels, audio configuration, proper framing, etc,” the letter reads.
Cameron urges theater employees to take the time to review the materials and make sure everything is dialed in before audiences arrive. “Please go through it, and make sure your picture and sound systems are calibrated and ready to go. I personally mixed the film responsibly, so that it plays perfectly, with full dynamics between quiet dialogue scenes and big action scenes at the reference standard of 7.0 – please don't set it lower!”
The director closes the letter by emphasizing how much responsibility theaters carry in delivering the final experience. “You are the final, but critically important, part of our team to influence how moviegoers experience AVATAR: FIRE AND ASH,” the note concludes. “Thank you again for your dedication!”
Avatar: Fire and Ash is the highly anticipated follow up to Avatar: The Way of Water and continues the saga of Jake Sully and Neytiri. Sam Worthington returns as Jake alongside Zoe Saldaña as Neytiri, as the family faces a dangerous new enemy. T
he story introduces the Magkwan clan and their ruthless leader Varang, played by Oona Chaplin, who has aligned herself with Jake’s longtime foe Colonel Miles Quaritch, once again portrayed by Stephen Lang.
As with previous films in the franchise, Cameron’s technical choices continue to spark debate, particularly his use of high frame rate photography.
When criticism around that approach resurfaced recently, Cameron didn’t mince words. “I think $2.3 billion says you might be wrong on that,” he said. “Well, that's the argument from authority. But the argument from artistic is: I happen to like it, and it's my movie.”
Whether fans love or question those choices, Cameron is clearly committed to making sure Avatar: Fire and Ash plays exactly as designed in every theater around the world. The film arrives exclusively in theaters on December 19.