James Cameron

For someone who has directed two of the three highest-grossing films of all time – and if we include Titanic in the mix, three of the top five – James Cameron struck an unusually modest figure at this week’s premiere Avatar: Fire and Ash. When asked at the screening whether its inevitable box-office success would result in the planned fourth and fifth films being produced, the erstwhile King of the World responded “I’m not even thinking about four. Are you kidding me? I'm unemployed right now.” Admittedly, Cameron’s definition of “unemployed” is rather different to that of most people, whether they be A-list directors or the less fortunate.

When James Cameron’s Titanic sailed into US theaters twenty-five years ago, smashing box office records in the process, it subversively made the argument that the villain in the film was not the iceberg, but its first-class passengers. While it wasn't a satire like The White Lotus, Cameron's film feels like one of the pioneers of the over-the-top "eat the rich" criticism that produced the viral "send them to White Lotus" memes. One of those memes should have included the cartoonishly repellent Cal Hockley, played perfectly by Billy Zane — the epitome of bourgeois arrogance.

A few years ago, someone on Twitter brought up the fact that Avatar, despite being a massive hit, left little to no cultural imprint on American pop culture. I can’t speak for the rest of the world, but after December 2009, all I ever heard about the movie was that the precious material on alien planet Pandora was called “unobtanium,” and that the script was a lazy ripoff of Pocahontas. Those reviews must have been the first time I read the phrase “white savior narrative,” relatively late for a junior in high school. But beyond that, none of Avatar’s characters, story, themes, concepts or images have broken through into general consciousness. It’s the most obscure success of all time. How did a movie make so much money and leave so little behind?

“Who asked for this?” asked the New York Times in November of the coming Avatar sequel, The Way of Water. Not me. I’m not the audience for this film. I did not contribute to Avatar's $2.92 billion global box office. I don’t, for example, post in the "Tree of Souls" forum, which has 2,093 members (a tiny number). Does Avatar have an army of fanatics waiting to be unleashed at the box office? I don't know anyone obsessed with Avatar, do you? Is it as meme-friendly as Minions: The Rise of Gru? No. Will it draw as many teens as an MCU movie? Probably not. Avatar does not have the built-in fanbase you need to carry a franchise. It requires a global audience — it needs mainstream buzz. It needs the press raving that it's a "visual masterpiece." But is that enough?