quarantine 'em

I think the reason nobody cares about Avatar is that Hollywood decided to allow us to stop caring.

I think there are more properties than just Avatar which have no natural traction and would sink completely beneath the waves if allowed to

Franchises sustained entirely by repetition and advertising and prominence, not because a single person earnestly cares

Avatar could still be a huge deal if anybody wanted to make it so. But the numbers didn't work, so it was allowed to cease. Lucky us

Avatar slumbers in blessèd franchise-death, and the world is safe for now

The really interesting forthcoming moment is when they try to cold restart the thing, having not even kept a pilot light lit this whole time

Letting Avatar go completely dark for five years was a wholly deliberate decision. It might not prove to be a good one, obviously

They're banking on being able to cultivate a "Holy smokes, Avatar is finally back!" reaction. They may get it. Marketing is pretty good