The Avatar cost factor has essentially become a selling point, in the view of director James Cameron. “I don’ think it means jack shit,” he told the Hollywood Reporter‘s Carl DiOrio.

“To be perfectly honest, I think the studio has generated the myth about its costs to help in the selling of the movie. I have seen this happen with Terminator and True Lies and Titanic, and it helps [Avatar] become a must-see film. By the way, doesn’t that mean it’s a bargain to see such an expensive film for the same amount it costs to see any other film? It’s the deal of the century!”