James Cameron is at it again, confirming that Avatar: Fire and Ash will have an even longer runtime than The Way of Water, which already pushed past the three-hour mark. While some filmmakers prioritize keeping audiences engaged, Cameron appears more interested in testing just how long people are willing to sit in a theater.

In an interview with Empire, Cameron explained that The Way of Water had “too many great ideas” (Ugh…) crammed into its opening act, forcing them to shift parts of the story into the next film.

A screenshot from Avatar: The Way of Water – YouTube, Avatar

“In a nutshell, we had too many great ideas packed into act one of movie two,” Cameron said, somehow managing to avoid straining his shoulder from patting himself on the back with such gusto. “The [film] was moving like a bullet train, and we weren’t drilling down enough on character. So I said, ‘Guys, we’ve got to split it.’”

The result? Fire and Ash will now exceed Avatar: The Way of Water’s already excessive runtime of 192 minutes. At this point, it seems like Cameron is daring audiences to stick it out rather than telling a story in an efficient, compelling way.

Avatar Box Office Success or Diminishing Returns?

Despite Cameron’s confidence, The Way of Water fell short of the first Avatar’s record-breaking numbers.

While still a financial success at $2.3 billion worldwide, it failed to surpass the original’s $2.9 billion haul. For a franchise meant to build momentum, this isn’t a great trend. Typically, sequels—especially ones with this level of hype and budget—are expected to outdo their predecessors.

Not to mention that when the original Avatar came out in 2009 the average movie ticket price was $7.50. When The Way of Water came out a full 15 years later in 2024 the average ticket price was $10.53. That means far less people watched Cameron’s sequel.

A screenshot from Avatar: The Way of Water – YouTube, Avatar

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In the U.S., the numbers tell an even clearer story. The original Avatar earned $785 million domestically, while The Way of Water took in $684 million. That’s still a lot of money, but it’s not the trajectory studios want to see. If Fire and Ash drags on even longer, there’s a real question of whether audiences will have the patience to keep showing up in the same numbers. Not to mention that the longer a movie is the less showtimes it’s able to have during its theatrical run.

It’s also worth noting that Avatar is the highest grossing film of all time. It was unseated briefly by Avengers: Endgame before Cameron released it in theaters again, seemingly just to reclaim the crown.

The Strange Case of Avatar’s Popularity

One of the most puzzling aspects of the Avatar series is how it dominates the box office yet seems to leave little cultural footprint. It arrives, makes over $2 billion, and then disappears from public discourse. Unlike franchises such as Star Wars or Marvel, Avatar doesn’t inspire a passionate fanbase, endless references in pop culture, or lasting conversations.

Where are the Avatar conventions? The widespread merchandise demand? The massive online communities? They don’t seem to exist at the level one would expect from a franchise pulling in this kind of money.

A screenshot from Avatar: The Way of Water – YouTube, Avatar

Instead, the only time Avatar enters the public conversation is when it’s making box office headlines. Once those fade, so does the discussion.

With Cameron pushing for longer runtimes and audiences already showing signs of fatigue, Fire and Ash may be testing the limits of just how much people are willing to sit through. If the trend continues, the Avatar franchise could find itself remembered more for its temporary box office dominance than for any lasting cultural significance.