Cult films are difficult to define, as they vary in scope, themes, genre and in just about every other way. Despite these ambiguities, it is demonstrable that the revered Roger Ebert once got the definition entirely wrong.
In his review of Avatar, Ebert described the film as an “event” that was “predestined to launch a cult.” Avatar was indeed an event, as the film had been the subject of a relentless $150 million promotional campaign that employed methods as commercial and corporate as McDonald’s Happy Meal toys. An otherwise emphatic Ebert acknowledged this caveat, describing it as a “dubious advance buzz,” but I think this manufactured buzz should immediately negate any arguments that it is a cult film. Any highly successful blockbuster film with a profile that’s been pumped up by Rupert Murdoch’s deep moneybags can rarely be called a “cult film,” as its reach and grasp are far too large.
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