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With $2.7 billion in worldwide box office receipts and the best selling DVD and Blu-ray release, with nearly 20 million copies sold worldwide in the first three weeks alone, James Cameron’s AVATAR is more than the most successful film of all-time -- it is a bona fide cultural phenomenon. The movie revolutionized the filmmaking and viewing experience, forever redefining the expectations of millions of movie fans across the globe. Twentieth Century Fox Consumer Products is harnessing this success, and a powerful merchandising program that registered $153 million in retail sales, into a long-term consumer engagement strategy that will include all-new merchandising partners in key categories. During its initial release, James Cameron’s AVATAR was supported by one of the most extensive merchandising programs in Fox Consumer Products’ history with over 125 licensed products across four major categories, including toys, apparel, publishing and video games. This fall, Fox Consumer Products will have more merchandise lined up to take advantage of Back-to-School, Halloween and Holiday, including new entrants into the costume, board games, bedding and social expressions category. Additional partners include Rubie’s, Mega Brands, JLA Home, Trends International and Abrams. “AVATAR is a true game changer. I don’t think the world has seen anything like it and the best part is that it’s just the tip of the iceberg,” said Robert Marick, Executive Vice President of Fox Consumer Products. “We know that AVATAR can thrive at retail independent of new movie releases and we are developing creative ways to engage fans throughout the year.” To build fan awareness, Fox Consumer Products is working with Lightstorm Entertainment and Twentieth Century Fox Studios to exploit various social media sites and avatarmovie.com to develop an ongoing AVATAR community. With millions of registered fans worldwide, Fox Consumer Products has established a strong pipeline to update fans about any news or events regarding the brand. These channels will remain active throughout the life of the franchise. |
