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Even if Avatar: The Way of Water performs as Hollywood hopes, Cameron alone can’t save cinema. This year will end with theatrical revenue down about a third versus 2019. There simply aren’t enough big movies these days to sustain theaters—and far too many duds.
It’s become the cringiest of clichés: “Never underestimate James Cameron.” I actually remember back in 2009, when Cameron was promoting the first Avatar at a filmmaker roundtable I co-moderated, asking him off-camera how often people were saying that to him. A lot, I remember him telling me, and it never gets old.
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