Now that Avatar has grossed more than $1,858,866,889 worldwide and officially set a new box-office record, its fair to assume some portion of those mega-numbers are from repeat viewings. Like Star Wars before it, Avatar aims to present a fully-realized world, with its own people, language and culture. The films visual complexity and various formats including standard 2-D, 3-D and IMAX also encourage multiple trips to the cineplex.
According to Chris Petrikin, a spokesperson for 20th Century Fox, the studio behind Avatar, it would be impossible to quantify what percentage of the box-office take is from repeat viewings. But anecdotal evidence suggests people are seeing Avatar multiple times while its still in theaters. On the Web site avatar-movie.org, one chat room user called MGrizzly said, I just finished number 6 and cant say I wont keep going. Once in 2-D and the rest 3-D
I am running out of people to go with, but have no problem going alone.
For many, the first screening serves a kind of appetizer a way to get familiar with the basic storyline and characters and adjust to the special effects onslaught. But with an incomprehensible language, a planet thick with weird creatures and phosphorescent foliage and scene after scene of battles, parts of Avatar pass by with a blur.
With repeated viewings, fans are able to turn their eyes from the main action and catch things taking place on the edges and in the background. Frank Domolky, a 55 year-old electrician technician from Fox Lake, Illinois, said hes seen the movie four times so far, three in IMAX and once in 3-D. He said he cant recall seeing a movie this often in the theater since the original Star Wars. After the second and third time, Domolky began to notice little details like the dates on main character Jake Sullys video diaries. I also noticed he was wearing a Marine logo T-shirt, which I never realized before, he said. I just tried to look at other special effects which I didnt catch.
Mar Larsen, who created a blog dedicated to Avatar, said on repeated viewings he began to key in on visual nuances, like how the waterfalls in the background look, how the birds in the distance fly, how the leaves in the background ruffled. Whats been most interesting to him, he said, is the way scenes connect with each other and how the background music either amplifies or soothes the scenes emotions elements he didnt notice at first.
There is also the draw of revisiting the otherworldly planet Pandora, a place that resembles Eden. It lets me get away from it all for two-and-a-half hours, Domolky said. You walk away thinking, I could live on Pandora.
Like many Avatar fans, Domolkys enthusiasm hasnt waned with repeated exposure to the film. As a matter of fact, he said, Im going with friends to see it again.