Homework: Avatar Marketing Strategy
20th Century Fox had a slight problem with Avatar. They believed that it was a brilliant action-adventure film, not simply a story with elaborate special effects. The marketing department didn't think that they could do it justice with a thirty second T.V. spot. Therefore, the television trailer was first shown only a month before the film came out, as the studio company didn't have the resources for a long trailer before that, Avatar being the most expensive film in history. Posters were put up later, to remind the audience of the film.
 Instead of T.V. spots, in the early stages of the marketing campaign, trailers were put on the Internet, which was cheaper. This gained the film early popularity with enthusiasts. Next, MTV.com used a webcast called 'Avatar Live', in which the producer, the stars and the director answered questions submitted by fans, to increase the film's publicity. These techniques gave the film free advertising; fans spread the news by word of mouth.
 A week before the film came out in cinemas, there was a premiere in Los Angeles, which was broadcast live on the Internet. This caused last-minute excitement amongst the fans and stopped them from losing interest.