CFP

U.S. director James Cameron has offered the planet another blockbuster after 1997 disaster movie Titanic and has been awarded two Golden Globes in the process. The alien world he creates in the science-fiction movie Avatar has become a fantasy dreamland for people around the world.

In a 3D, 2D and Image Maximum (IMAX) joint release, the story of aliens on a foreign planet fending off U.S. colonizers has earned more than $100 million in its first three weeks in China, becoming the country's biggest box office hit to date.

But it is poised for greater success than box office performance. Criticism of its simple and familiar story hasn't stopped people worldwide from walking into theaters and enjoying the visually spectacular landscapes of this alien world. They find almost everything they hope for from a movie: innocent love, the triumph of justice, environmental themes and, in particular, awe-inspiring and revolutionary special effects.

While Chinese audiences are joining the global mania for the visual spectacle, from tips on avoiding an "Avatar 3D headache," to experiencing the depression called "Avatar blues," cinema managers are inking contracts for 3D or IMAX screens, preparing for the post-Avatar era. In the new era of filmmaking, industry observers say, 3D movies will distinguish themselves from 2D versions, as color prevailed over black-and-white and sound over silence.

A box-office miracle

AWARDS WINNER: The movie Avatar won the Golden Globe best film and best director awards on January 17 (XINHUA)

Avatar will scale even greater box office heights in China, even though on 2D screens it has been replaced by the biopic of Confucius, starring Chow Yun-Fat, since January 23.

The movie Avatar is scheduled to run until February 28, China's Lantern Festival. During China's Spring Festival holiday, the release of more than 10 domestic movies with festive themes will divert a number of audiences away from Avatar.

Still, as in other overseas markets, more expensive tickets for 3D versions lifted its awesome box office performance in China. While a 2D ticket costs about 30 to 40 yuan ($4.4 to $6), a 3D ticket 60 to 100 yuan ($9 to $14.6) an IMAX ticket sets the theater-goer back 130 to 150 yuan ($19 to $22).

In addition to about 800 3D screens, the country has only 11 IMAX screens nationwide.

Moviegoers in China have queued up in front of cinemas with 3D or IMAX screens for a ticket because they have been told "if you haven't seen it in 3D—particularly IMAX 3D—you haven't seen it at all."

Shanghai-based Peace Cinema, for example, which has the city's only IMAX screen, sold out almost all tickets for Avatar for the remaining 20 days of January on the 10th, and the sellout was realized one day after the cinema manager decided to sell tickets around the clock.

For an IMAX ticket, moviegoers queued up several streets away.

The 3D and 3D IMAX versions accounted for approximately 70 percent of Avatar's box office in the first two weeks in China.