James Cameron's Avatar could be the start of something...

IESB spoke with 20th Century Fox co-chairman, Tom Rothman, about the 2009 film (we need a new word) and he summed it up as “the coolest shit I’ve ever seen.” That’s one way. He also clarified that Avatar is not the most expensive movie ever produced by the studio, and discussed its franchise potential…

So, potentially, this is a franchise?

Tom Rothman: If it does well, yes, absolutely, in terms of an arena a whole new world. But for us, it isn’t any of that, it isn’t even the technology, it isn’t even the look and the world all of which is the coolest shit I’ve ever seen, it isn’t even any of that, it’s that it’s a great story. It’s just a great story. You read the story and you are gripped by every page, it’s just a great, original story with tremendously, classic emotional value.”

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