James Cameron’s Avatar premièred in London last night.
There have been some press screenings around the globe (London, LA, New York) with an embargo on reviews – that is, journalists sign a form saying they won’t publish a review until a certain date.
Given that a lot of journalists respect this process, it was therefore suprising to hear a critic on a UK national radio station review it yesterday afternoon, see The Guardian website run a half-hearted non-review and The Hollywood Reporter publish a full review.
Some might argue that if embargoes are broken like this, why have them in the first place?