If you watched any coverage of the NBA Playoffs over the weekend, you might have noticed that all the basketball periodically interrupted promotion for the DVD release of “Avatar” on Earth Day. (For those who do not realize that Earth Day is now a holiday, just like Christmas and Thanksgiving, that would be April 22.)
The promos, of course, are visually arresting — in some instances inter-cutting basketball action with scenes from the movie. What I’d really like to see, frankly, are some of those nine-foot-tall Na’vi warriors try to make a shot over Orlando’s Dwight Howard.
The NBA and 20th Century Fox have done these kind of promotions in the past — with “Fantastic Four” and “X-Men Origins: Wolverine,” if memory serves — but I can’t remember anything quite so elaborate or pervasive for a DVD release. And that’s especially interesting for a movie that virtually everyone on the planet has already seen, in many instances two or three times.
At any rate, after being inundated with “Avatar” marketing, my mentality regarding the movie has shifted, in Na’vi terms, from “I see you” to “Geez, how do I avoid you?”