I went and saw the film last night (cheesy plot, you pretty much know what's going to happen in the finale and it's properly brilliant) and was surprised by the lack of 3D ads. Bit of a missed opportunity there, I thought. Everybody was already sat in their seats during the ads, which never happens, and it was just the same old mobile phone spots as usual.
Then a big sign flashed up. "Put on your 3D glasses now". Here we go...
Hang on, this isn't working. I can see a sky box but it's sort of blue and red and flickery through the 3D specs.
Did some clown in marketing at Sky think they'd just run a 3D ad and not check what technology Avatar was using? Or was I supposed to get some old fashioned blue and red 3D glasses in The Sun or something? If so, I couldn't see one person in the cinema who had them and could hear lots of confused people who didn't.
The PR people knew. They said:
"As Sky's 3D TV services uses the same underlying technology as that being used in cinemas, it seemed natural to use Avatar as our first marketing platform. We also wanted to give consumers the opportunity to sample first hand the quality of experience we will offer next year."
Oops. Marketing money well spent...