Pre-release:
- Media kits: Distributed to journalists and media outlets, they provided information about the film's setting, characters, plot, and production details, creating anticipation and interest.
- Press conferences: These events were held with director James Cameron and key cast members to discuss the film, share insights, and answer questions from journalists and reporters.
- Exclusive screenings: Private screenings were organized for journalists, critics, and industry professionals to generate positive word-of-mouth and buzz before the film's wide release.
- Media interviews: Cast and crew members gave interviews to various media outlets, discussing the unique aspects of the film, their experiences, and the challenges faced during production.
Post-release:
- Media coverage: PR worked to ensure that the film continued to receive positive media attention after its release, generating reviews, interviews, and feature articles that highlighted its success and achievements.
- Awards season: PR efforts were focused on securing recognition and awards for Avatar during awards season. The film's groundbreaking visual effects and technological advancements were key talking points.
- Special events: PR organized special events and fan experiences related to Avatar, such as immersive exhibitions and interactive displays, to keep the film in the public eye and maintain excitement.
- Social media: Social media platforms played a significant role in promoting Avatar, with regular updates, exclusive content, and engaging posts that encouraged audience interaction and participation.
- Merchandising and licensing: PR worked closely with licensing partners to develop and promote Avatar-themed merchandise and products, expanding the film's reach beyond the movie theater.
Overall, PR for Avatar sought to create a comprehensive and sustained campaign that kept the film in the spotlight, generated positive publicity, and helped it become one of the highest-grossing films of all time.