James Cameron’s long-awaited Avatar 3 trailer will soon release — but not everyone is celebrating. Titled Avatar: Fire and Ash, the third entry in the epic sci-fi franchise is stirring up controversy online after revealing its first trailer will only be available to watch in theaters.
This weekend, the trailer is going to screen exclusively before Fantastic Four: First Steps, meaning fans must purchase a ticket if they want a glimpse of what’s next for the world of Pandora.
According to the official Avatar account on X (formerly Twitter), the move is part of a cross-promotional strategy between Disney’s marquee franchises — but many fans are upset.
On social media, the reaction was swift and critical. “Having a trailer play only in theaters is crazy, who do they think they are?” one user posted on X. Another chimed in sarcastically: “I’m gonna watch a version from someone’s cell phone on TikTok, just as James Cameron intended.”
Rumours have already circulated that the trailer leaked online — reportedly captured by a projectionist and shared in 4K.
While some fans were intrigued by descriptions of the trailer, frustration over access overshadowed most conversations. “This is not 2009,” one TikTok user said. “We live online. Why gatekeep a trailer?”
Despite the backlash, a few fans defended the decision. “I’m going to buy a ticket just to see this trailer… and leave afterwards,” joked one user. Another noted, “Smart move for Disney... gets even more asses into seats.”
What little is known about the trailer paints a picture of an ambitious and darker continuation of the saga. Originally shown at CinemaCon back in April, Fire and Ash picks up after The Way of Water, introducing two new Na’vi tribes — the sky-riding Fire People and the balloon-flying Wind Traders. The footage reportedly includes intense action sequences, including a Na’vi warrior being struck by a flaming arrow and Jake Sully warning Neytiri: “We cannot live like this, baby. We cannot live with this hate.”
While the trailer remains under wraps for most of the public, fans did get a look at the new villain, Varang, played by Game of Thrones star Oona Chaplin. The official poster teases her fiery presence in what promises to be a high-stakes conflict.
Still, until Avatar drops the trailer online, viewers will have to rely on leaked clips, word of mouth — or buy a ticket. And for many fans, that’s one step too far.
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