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Avatar billboards on Cromwell Road

The spectacular world of James Cameron’s new blockbuster AVATAR has been brought to life on London’s Cromwell Road for a four-week poster campaign.

Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out characters exploding out from the poster, the interlinked billboards are the longest advertising face in the UK.

AVATAR will be released in cinemas nationwide and in Ireland by Twentieth Century Fox on Thursday December 17, 2009.

Chris Green, Marketing Controller at Twentieth Century Fox UK, said: “Avatar will be an epic film on every level and this will be reflected in the advertising. The Cromwell Road special allows us to create a real stand out piece of media that really captures the essence of the movie”.

The outdoor campaign was developed by Twentieth Century Fox with Clear Channel Outdoor’s Create division, creative agency TEA, media agency Vizeum and outdoor specialist Posterscope.

This is the first time in more than a decade that the opportunity to dominate one of London’s most famous outdoor locations has arisen. Located between Heathrow and the West End, this campaign will deliver almost 6 million impacts, according to data from the Department of Transport.

Avatar billboards on Cromwell Road

Richard Simkins at Hyperspace, the innovations and special projects division of Posterscope, said: “A movie of this quality and scale deserves advertising that is equally as impressive. We know that out-of-home campaigns of this nature are likely to be more memorable and entertaining for our audience, and think the final execution of this build will not fail to amaze everyone who sees it.”

A live action film with a new generation of special effects, AVATAR takes us to a spectacular world beyond imagination, where a reluctant hero embarks on an epic adventure, ultimately fighting to save the alien world he has learned to call home. James Cameron first conceived the film 15 years ago, when the means to realise his vision did not yet exist. Now, after four years of production, AVATAR, delivers a fully immersive cinematic experience of a new kind, where the revolutionary technology invented to make the film disappears into the emotion of the characters and the sweep of the story.