The South African release of Avatar grossed R20,7-million in its first 19 days, according to Nu Metro national sales manager Rory Tyson. South African audiences are also distinguishing themselves as fans of the latest 3D digital technology by flocking in greater numbers to see the enhanced version of the science-fiction epic that was released simultaneously on 2D format.
Tyson told the Mail & Guardian this week that an estimated 585 000 people saw the film over the festive season, making it the 18th most successful cinema release in South Africa to date.
The film, written and directed by James Cameron, has surpassed the Lord of the Rings trilogy in its box-office takings in South Africa, but stands behind Cameron’s other blockbuster Titanic that, in its 1997 release, grossed R40-million. Cameron’s works now rank at first and second place in world ticket sales.
Avatar broke through the $1-billion mark worldwide in its first three weeks while Titanic grossed $1,8-billion in its entire international season.
Elsewhere, Avatar has proved to be equally popular and in China it grossed RMB 33-million on its first day on January 4. It will be one of only 20 international films due to be shown in China this year.
Tyson said the film’s achievement in South Africa was remarkable, given that it had an age restriction because the plot includes violence and partial nudity. The local public’s enthusiasm for the 3D format also reflected international trends and international websites and critics are saying that its success will pave the way for the further development of 3D techology.
Tyson said that each 3D print in South Africa had already grossed almost R500 000 while the 2D prints grossed R150 000 each.
Avatar was released in South Africa on 24 3D prints and on 75 2D prints to almost 100 theatres. Some complexes are showing the movie in two auditoriums and Avatar will no doubt be allowed to run until it has exhausted its audience.
The most poluar venue has been Montecasino in Fourways, Johannesburg, where audiences tend to be young and fairly affluent. Avatar‘s second most poular audience has been at the Gateway mall in Durban.