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With a sky-high investment into the film, Avatar would need to make more than $2B at the global box office.

Usually, the marketing strategy created to support this goal would need to be robust and broadly scaled. Take into consideration that there's a 13-year gap between the first Avatar and Way of the Water and an overall cultural shift away from weekly theater-going working against the film too.

When the original Avatar hit theaters, 20th Century Fox pulled out every tool in the toolbox to promote it. Major brand partnerships, product tie-ins, video game trailers, and Avatar Day are some examples.

This time around, it's nearly impossible to find any marketing efforts beyond standard teasers, trailers, and small brand partnerships. Disney is rolling the dice and using the film itself as its most important marketing tool.

If you think back to the first film, success was driven by its impressive 3D visuals and immersive world. So why not leverage the trailers for the new film to maximize the vibes and let the plot/story be secondary? The strategy is to give the audience a taste of the innovation in order to drive a desire to get to the theaters.

Once opening weekend is over, there's hope that word of mouth will continue to carry on excitement for weeks.

Could Spill replace Twitter?

Doubtful, but time will tell. Two former Twitter execs, Alphonzo “Phonz” Terrell and DeVaris Brown, announced a waitlist for their new platform Spill, which they describe as "a real-time conversational platform that puts culture first."

Terrell and Brown built Spill after watching diverse communities' power trends on Twitter and TikTok only to be overlooked, unfairly dismissed, passed off, and have their work stolen from other creators.

At launch, they're building in creator monetization and putting creator features first. Creators will be compensated via blockchain, another industry first. They're also giving a fresh perspective on free speech and what is deemed offensive.

The goal with Spill is to create an inclusive online space where all voices are being heard and communities can be built safely. Spill is officially launching in 6-8 weeks so if you're missing Twitter 1.0, grab your spot on the waitlist now. 

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