Downloaders defy Avatar 3D barrier
Avatar, the 3D film directed by James Cameron, is likely to become the second highest-grossing movie in history behind
Titanic, having taken more than $1 billion (£621 million) worldwide in only three weeks.
However, to the chagrin of Mr Cameron, the story of a disabled American soldier infiltrating a colony of blue aliens has proved as
popular as an illegal download as with paying customers. He had predicted that the film’s 3D technology would deter online theft, but
almost one million pirate copies were downloaded within seven days of its release — a record — according to figures seen by The Times.
By comparison,
New Moon, the second most popular first-week download ever — part of the popular
Twilight series — was illegally accessed 610,000 times.
Before the release of
Avatar, Mr Cameron, who also directed
Titanic, said: “You can pirate a 3D movie but you can’t pirate it in 3D, so you can’t bottle that 3D experience.” However, such is the interest in the film, which uses cutting-edge camera-work to portray a three-dimensional alien world, that bootleg copies appeared online days before its premiere in cinemas last month.
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<!-- END: Module - M63 - Article Related Attachements --> Within 48 hours, 500,000 pirate copies had been downloaded, according to Torrentfreak.com, a website that measures illegal film downloads. In another five days, the number had jumped to 980,000.
Fox, the studio that funded
Avatar and which is owned by News Corporation, parent company of
The Times, said that even record levels of piracy would do little to damage box office receipts. “Bootleg copies are unlikely to have much impact,” a Fox spokesman said. “Seeing the movie in 3D in a cinema offers an experience that cannot be replicated.”
The cost of online piracy is impossible to measure accurately. In 2005, the Motion Picture Association of America estimated the global loss of all piracy at $18 billion, or about 5 per cent of all revenue. The British Video Association reported that £531 million was lost to film theft in the UK last year.
Avatar, which cost about $290 million to make and $150 million to market, achieved the highest-grossing record for a third weekend on release in the US over the new year. In Britain,
Avatar has grossed more than £32 million, with 80 per cent of receipts coming from 3D cinemas.
Its success could persuade hundreds of cinemas to upgrade their screens, as owners become aware that takings for a 3D film are three times higher than a 2D movie, partly because they can charge more. Screen Digest, the analyst, predicts that by the end of 2010 almost a third of all cinemas will be equipped with 3D.
The real danger for
Avatar may come when the film is released on DVD, where the difference between a good pirate copy and a 2D television version will be less apparent.
The Dark Knight, the Batman film, which is the fifth highest-grossing movie, was illegally downloaded 500,000 times in its first week in the cinemas, according to Torrentfreak. When the DVD was released, however, and a higher-quality copy found its way online, more than 1.5 million copies were accessed.
Stolen stars
Illegal downloads across the world in the first week of a film’s release:
Avatar: 980,000 downloads
New Moon: 610,000 downloads
2012: 570,000 downloads
Zombieland: 310,000 downloads
This is it: 290,000 downloads
Source: TorrentFreak.com