Avatar premieres in London

James Cameron’s Avatar premièred in London last night and a few reviews have already surfaced online

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?

By Ambrose Heron

Editor of FILMdetail