Avatar Raises the Bar

Casey, Bernadette
January 2010
License! Global;Jan/Feb2010, Vol. 13 Issue 1, p58
Trade Publication
The article focuses on director James Cameron's film "Avatar," produced by 20th Century Fox. It earned 77 million dollars in its opening weekend in the U.S. After 2 months of its release, 20th Century Fox launched the movie's merchandising campaign with over 125 products distributed through a number of retailers including Walmart, Target, and Toys "R" Us. Licensed products include videogames from Ubisoft Inc., T-shirts from Jem Sportswear, and statues from Sideshow Collectibles.


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