When James Cameron’s “Avatar” released its first viral website weeks ago, I stated the only way the campaign could recoup the lost hype following Avatar Day was to be proactive about posting content. Since then, several updates have been made to avtr.com, and are worth a look for those interested in the science fiction film. That’s still most of you, right?
Avtr.com retains its blog style format that it had when it went live in September. The difference is several more entries have been made. Most of them surround the continued construction of the mining facilities on Pandora that will be used to harvest their natural resources. One entry discloses a picture and discusses the properties of something called “Unobtanium,” which I’d imagine is one of the minerals being mined. Another entry is about an “Exopack,” which you’ll recognize as the breathing apparatus Sam Worthington’s character dons upon first landing on Pandora in the trailer (and what many argue is a horrible use of CGI).
To the left of the website, where there used to be several concept designs of ships and vehicles, are now actual pictures of equipment, maps, and other space trinkets. These are peripheral images and not exactly what I’d call exciting content, but it’s worth a gander because I think you’ll be preparing yourself well for what you’ll see on screen. Also, take a look at the twitter feed on the right side of the page. There are a lot of users stating a new trailer is coming in the next couple weeks. I haven’t found a website supporting that claim, but if details emerge, we will report it immediately.
Finally, and most importantly, are two propaganda posters for the Resources Development Administration. Get used to that name, because I think they will be featured quite a bit in the viral and the film. According to the log, the RDA is a non-governmental American company (think MNU in space-kind of) with sole mining rights on Pandora. This leads me to believe that all those ships and humans in the trailer that didn’t look like they belonged on Pandora are from one private company, and not a government branch. Furthermore, it’s clear now that Avtr.com’s purpose is essentially to track RDA’s mining progress.
If the new arrivals to Pandora are indeed only from one company, then I’m curious to know how else this campaign will be developed. Could this be the only viral website we get before the release? And what the heck does Coke have to do with all of this? I don’t expect to see any twitter accounts from blue humanoids anytime soon. Maybe my “Avatar Yourself” idea will come to fruition, but really, I’m not sure what to expect now. I’m curious to know what you think.
In short, avtr.com is giving some much welcomed background info about the state of Pandora. The story is there if you’re willing to connect the dots. My only gripe is that the plot seems to be based on the “corporation vs. poorly treated aliens” storyline. That sounds a bit too similar to District 9, and I’m afraid that will lead to more criticism. Still, I’m truly excited for the film and will continue to have more updates as they emerge. Share your thoughts below!
James Cameron’s Avatar opens nationwide on December 18th. For more information on the film and it’s viral campaign, see our Avatar Page.