In some of the least surprising news we’ve heard this year, 20th Century Fox has announced that it will rerelease Avatar in theaters on August 27th. The film will be released under the flimsy pretense of containing 8 extra minutes of footage, taking the film to 170 minutes, which is the maximum length that the IMAX 3D platform can support.
While this is a shameless, obvious cash grab, it’s also a pretty smart one. Avatar isn’t going to translate well to home theaters, since its fundamental appeal is the immersive 3D world. That, combined with this weak movie summer, the coming death of the DVD and the opportunity for price gauging on IMAX tickets means that James Cameron and Fox have found a perfect opportunity to milk the very last drop from the Avatar juggernaut.
If you’re one of the three people on the planet who hasn’t seen Avatar yet, or you just don’t mind spending $20 for a ticket to a movie you’ve already seen, I would echo Collider’s recommendation that you see the film early, before it loses theaters to 3D competitors Resident Evil: Afterlife 3D on September 10th, and Legends Of The Guardians on the 24th. But even as a rerun, Avatar’s going to give them a run for their money.