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Disney, in a bold and successful marketing strategy, took the ‘Avatar’ fans under their wing and gave them a promotional post by quoting one of the lines from the movie “I see you”. This led to an enormous amount of online enthusiasm, one creator particularly caught the attention of the audience as he received massive support from the entire community.
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A rather simple, yet very powerful message was spread to the followers under the Disney’s official account: “To our wonderful Avatar fans: ‘I see you.’” The caption was somehow a combination of gratitude and promotion for the upcoming theatrical release of ‘Avatar: Fire and Ash’. The carousel of images that accompanied the post was what actually made the people on the internet so active. The post showcased a carefully curated collection of very intricate fan art and cosplays, thereby reflecting the devotion of the community.
For a number of people, this was not another post of the corporate kind. People felt this as a moment of the studio’s real acknowledgment. The feedback was immediate and extremely favorable, with lots of comments coming in to congratulate the artists whose work was the subject of the post.
One of the persons whose creative Na’vi makeup and outfit was among the featured ones, said his enjoyment in a quite lively way, “Ahhh thank you!! Can’t believe you see me the way I see Pandora!” The concept of mutual acknowledgment was very much there. A different fan, who was also featured in the post, expressed his thankfulness by saying: “Thanks for including us in this post, Disney!! We had so much fun being part of the magic of the Avatar premiere!!! Kelsey and I had the BEST time.”
At the same time, one of the creators, @yourfriendfern, hogged the spotlight. Her hyper-realistic and highly artistic ‘Avatar’-themed makeup changes have not only been fabulous but also have helped her to gain a huge following and her mention in Disney’s post was welcomed with comments from her co-workers praising her. One comment showed this mindset, “Disney should hire her or sponsor her or something!! She’s absolute genius!!” Another one just claimed, “Nobody does it like @yourfriendfern!”
The artist was very appreciative of the post, stating her gratitude, “Thank you for considering me in this post!! Can’t wait for the movie this Friday.” A message from her friend was very personal, “I’m literally dying! All your late nights are getting recognized!!!!” It was a very confirming moment of fan artists’ hard work over the last few hours.
On the contrary, not all of the reactions were quite celebratory. A handful of very observant viewers caught something odd in the music that was used as background for the promotional video. “The music is from Game of Thrones. 😂😂😂” was the way one user put it. Another viewer seemed to be puzzled, “Why am I forgetting the music in the first slide?” This little funny observation helped to keep the overall conversation going by providing a casual, humorous, and amusement-filled background to the discussion.
Next to the praise for the costumes there was also an overwhelming demand for more merchandise. “soo cool🥰💙 aaand… I wanted to ask for more merchandise please😁💙,” one of the fans asked, thus indirectly expressing the everlasting desire for the official ‘Avatar’ collectibles. Meanwhile, the post has drawn some off-topic comments, one of the users questioning Disney’s marketing approach towards its other releases said, “⚠️Wonder Man is coming out soon how come y’all don’t promote black TV shows the way I promote the other shows.”
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Ultimately, it was a wise decision made by Disney to incorporate its fans into the marketing story of ‘Avatar: Fire and Ash’ so closely. By overtly saying “I see you” to the devoted cosplay community, the studio nourished a strong sensation of belonging and shared excitement. It turned a straightforward ticket-sales campaign into a communal event and, in this way, reminded everyone that the magic of Pandora is quite often kept alive by the audience’s enthusiasm long before the theater lights go out. The recognition was the most fitting overture to the premiere of the film, as it not only established a good rapport with the audience but also generated hype among the people who cherish the world most. This approach contrasts with Disney’s recent decision to scrap a planned ‘Holes’ series, which left fans disappointed. In other positive news, director Taika Waititi recently directed a holiday short for a charity drive. The studio also continues to find success with its library, as seen with the joyful response to ‘Freakier Friday’ on Disney+. Meanwhile, actor Billy Zane celebrated the new Avatar film and honored the late producer Jon Landau.
You can view the original article HERE.
