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James Cameron’s Groundbreaking Epic AVATAR Continues to Push Boundaries with Launch of Industry’s First HD Immersive Trailer Global Blu-ray and DVD Debut Returns Viewers into the Exhilarating World of Pandora

LOS ANGELES (April 21, 2010) – Twentieth Century Fox Home Entertainment today announced that it will launch the industry’s first rich media interactive trailer in support of the April 22 Blu-ray and DVD debut of AVATAR. Using groundbreaking new technology, the ads created for the global home entertainment campaign are unlike any interactive trailer done before, allowing viewers to zoom in or out of any frame, pause at any point and select hot spots without ever leaving the setting. By clicking on points of interest, consumers can access extended clips from the film and in-depth information about the world and inhabitants of Pandora. Click here for a demo of the ground-breaking ad.

“AVATAR mesmerized audiences around the world with its use of revolutionary technology that seamlessly disappeared into a fully immersive cinematic experience,” said Mary Daily, Executive Vice President Marketing, Twentieth Century Fox Home Entertainment. “We carried that drive for groundbreaking technology into our campaign. While there have been interactive videos before, none have had an immersive experience like this – and certainly not within rich media.”

“What’s truly astounding is that our digital team was able to execute the rollout of this feature in our markets worldwide – working with our territory offices and media agencies to persuade many publishers to run an ad that was beyond anything they had ever allowed before, “ added Vincent Marcais, Senior Vice President International Marketing, Twentieth Century Fox Home Entertainment. “The fact that we were able to push so many publishers globally to make an exception for this unit’s particular requirements is a testament to how impressive its experience is.”

Twentieth Century Fox Home Entertainment enlisted the services of international creative agency, Thinkjam, to build the interactive units and Eyeblaster, to handle the rich media serving. The result is an elegant and extremely complex product that is a key component of a global digital marketing campaign unlike anything executed before for a home entertainment release. The ads will debut simultaneously across the web in 15 markets around the world.

“It’s incredibly exciting to be asked to work on such groundbreaking video technology, especially for the box office smash AVATAR, said Daniel Robey, Managing Director, Think Jam. “We’re incredibly proud of this agency first we developed with the digital marketing team and Eyeblaster and we will keep pushing the boundaries of digital to make the web an increasingly exciting and interactive environment.”

“Engaging visitors with high quality streaming video in new and inventive ways makes the magic of AVATAR come alive,” said Gal Trifon, CEO and Co-founder, Eyeblaster. “Together, we pioneered a new area of interactive HD and have taken digital advertising to the next level.”

An action-adventure journey of self-discovery, James Cameron’s AVATAR dramatically demonstrates how human invasion almost destroys the balance of life on the planet of Pandora. The Oscar® and Golden Globe®-winning epic is the highest grossing film of all time, taking in over $2.6 billion in worldwide box office.

The ultimate high definition experience for home viewing audiences, AVATAR will be available on Blu-ray and DVD everywhere in the United States and Canada on Earth Day, April 22, and rolls out internationally beginning April 21 and ending May 6. An ultimate edition release with immersive bonus materials is slated for November.

AVATAR will be available on Blu-ray Disc and DVD as follows:
FRANCE – April 21
BELGIUM – April 21
SPAIN – April 21
CHINA – April 22
BRAZIL – April 22
RUSSIA – April 22
GERMANY – April 23
JAPAN – April 23
MEXICO – April 23


Twentieth Century Fox Home Entertainment, LLC (TCFHE) is a recognized global industry leader and a subsidiary of Twentieth Century Fox Film Corporation, a News Corporation company. Representing 75 years of innovative and award-winning filmmaking from Twentieth Century Fox, TCFHE is the worldwide marketing, sales and distribution company for all Fox film and television programming, acquisitions and original productions on DVD, Blu-ray Disc Digital Copy, Video On Demand and Digital Download. The company also releases all products globally for MGM Home Entertainment. Each year TCFHE introduces hundreds of new and newly enhanced products, which it services to retail outlets from mass merchants and warehouse clubs to specialty stores and e-commerce throughout the world.

ThinkJam is a leading digital creative and PR agency, with offices in both London and Los Angeles. Working predominantly in the film industry, ThinkJam’s clients include 20th Century Fox, Universal Pictures and Warner Bros, as well as smaller distributors and producers.

Eyeblaster is a leading provider of digital advertising solutions, empowering marketers to engage consumers online. With headquarters in New York, Eyeblaster has 36 offices serving all major markets worldwide.

Diane Harding
T. 646 723 1927 | M. 646 465 0150