15 minutes of the film will be screened in digital theaters for free across the globe on August 21. After viewing the Avatar footage, I thnk an event such as this will serve the film well—at least, much more so than a typical trailer and marketing campaign.
We’re going to do something unprecedented. It’s a social marketing experiment. We’re going to take over as many IMAX 3D theaters and other select 3D theaters worldwide on August 21 and we’re going to let an international global audience come see 15 minutes of Avatar for free. It’s going to be Avatar day.
UPDATE: Here is the official press release from Fox about Avatar Day.
On August 21, the world will get its first look at director James Cameron’s motion picture epic AVATAR, when Twentieth Century Fox and Cameron debut the film’s trailer everywhere – while select cinemas and IMAX® theaters will screen extended footage prepared by the renowned filmmaker for this global “Avatar Day” event.HOME
The worldwide trailer launch will be presented in all formats, including IMAX® 3-D, IMAX® 2-D, digital 3-D, digital 2-D, and 35mm 2-D. The trailer will also be available online.
The extended look at AVATAR will unspool only on August 21 – and only in 3-D – in select theaters and IMAX®. Details on locations and reserving tickets for this extraordinary and unprecedented experience will be announced soon.
In addition on the 21st, Ubisoft® will unveil the trailer for their videogame James Cameron’s Avatar: The Game, and Mattel will reveal the action figures for the film’s Avatar and alien Na’vi characters.
AVATAR takes us to a spectacular new world beyond our imagination, where a reluctant hero embarks on a journey of redemption, discovery and unexpected love, as he leads a heroic battle to save a civilization. The film was first conceived by Cameron 14 years ago, when the means to realize his vision did not yet exist. Now, after four years of actual production work, AVATAR delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film, disappears into the emotion of the characters and the sweep of the story.
AVATAR opens in theaters everywhere December 18, 2009.