By exploiting new technologies like augmented reality, synergy between the film and video game, and an interactive website and social media presence, 20th Century Fox was able to successfully market and promote Avatar, a non-franchise film without big stars. Some examples include Mattel toys that unlocked online content, Coke Zero cans that transported users to the film's world, a videogame that informed the film's designs, an immersive website with fan contributions and trailers, and heavy promotion on social networks like Facebook and Twitter. These innovative marketing tactics resulted in Avatar becoming a major commercial success, taking in over $2 billion at the global box office.

1. HOW DID 20TH CENTURY FOX EXPLOIT NEW
TECHNOLOGIES IN THE PRODUCTION AND
MARKETING OFAVATAR?
By Elen Agger

2. • Avatar, unlike most Hollywood films, wasn’t a franchise
film.
• It didn’t feature any big-name stars so it had to work hard
in order to find a target audience.
• However by exploiting new technologies Avatar was
marketed in many ways.

3. Avatar
• The company Mattel produced a toy line where each figure came with
a 3D tag that could be scanned by a webcam.
• It would then take the viewer to a ‘locked’ content online and the
characters were brought to life.
• Also Coke Zero produced cans that took people to the world of
Pandora, where the film is based.
• This was all done using a technology called augmented reality (QPR
Codes).
• The film was also supported by the release of a videogame based on
the film’s actions and characters.
• It was so collaborative that the director ended up using some of the
game’s character designs in the final film, this is a technology called
synergy.
• Both Ubisoft and the film benefited from this.

4. Avatar
• The website for Avatar offers many different features and the
majority are the interactive for the viewer.
• It has 14 side-scrolling square boxes which showcase many of
the film’s initiatives.
• Fans can show their interest in the film by contributing their
own content on Pandorapedia, which is a Wikipedia for Avatar
trivia and there are blogging communities, topics for
discussions and contests.
• There is an interactive trailer which has 11 points of interaction.
• One of the points in this is a one click access to each character
using the Adobe AIR platform.
• The website also includes three options for buying cinema
tickets.

5. Avatar
• Social Networking was also a big part in marketing Avatar.
• The film had 1.3 million fans on Facebook, 25,000
followers on Twitter, YouTube had 11 million video views
and Flickr reported over 1 million photo views of film stills.
• According to the media analysts Sysomos, Avatar was the
most talked about film on Twitter in January 2010.
• Some of the tweets where resulting from a “Tweet to
Listen” promotion that required a fan to send a message
on Twitter in order to listen to the soundtrack from the film.

6. Avatar
• All of these marketing methods resulted in the
international box-office taking more than $2 billion for a
film that cost $300 million to make.
• There were 47,487 (£600,000+) advanced tickets sold at
London’s Waterloo IMAX cinema a day before it opened.
• There were 69 UK cinemas in 2008 which had 3D
projectors and this figure then went up to 375 in 2011.
• It also resulted in the development of advanced fusion
camera system 3D technology which picks up high levels
of detail to offer an enhanced and more immersive
viewing experiences.