Laila shrugged. "If you saw the VFX footage, you wouldn't be asking that. Avatar isn't just about story or effects—it builds a world, a fully realized alien world, with an ecosystem completely different from Earth's. Just go watch the trailers they've released and you'll understand what I mean."
For films like Avatar, it was common to release teaser trailers well before the final product was complete, followed by progressively more elaborate versions to keep audiences hyped and ensure no one forgot about it by release day.
"But what about Downey's movie?" Roy asked, genuinely worried for him.
"No need to panic." Laila smiled. "Avatar and Sherlock Holmes aren't even the same genre. Sure, there'll be some box office overlap, but it won't be too dramatic. Besides, they're not opening on the same weekend—there's at least a one-week gap."
Roy smiled bitterly. If Avatar was really on the level of Titanic, one week wouldn't make much of a difference. Hopefully, as she said, the target audiences were different enough that it wouldn't crush Holmes completely.
What neither of them expected was that not long after Downey left, James Cameron himself called to request a visit. And he didn't come alone—he brought along a few people who were apparently with the film's distribution team.
"Laila, I'm here for your screens!" Cameron announced the moment he walked through the door, getting straight to the point.
Laila blinked. "Screens? What screens?"
"What else? You've been keeping this from me!" Cameron launched into a long explanation.
Only after he was done did Laila realize what he meant.
He was talking about the vast cinema network she had developed across the East—an enormous theater chain that had now extended into virtually every large, medium, and even small city.
"You needed to come in person for that? I mean, with your reputation, even if I said nothing, you'd get plenty of showtimes." She was being honest—if her schedulers failed to give Avatar enough screens, she'd personally step in. After all, why waste screens on flops when you had a guaranteed blockbuster?
"Don't give me that," Cameron waved it off. "I'm talking about your IMAX screens!" He pointed to the somewhat sheepish-looking middle-aged man behind him. "He told me you've got a whole bunch of IMAX halls in the East. They're underused, right? Just give them all to me."
Laila gave a wry smile. "Director Cameron, I get what you're saying. The thing is, those theaters aren't even open yet. Even if I wanted to give them to you, I literally can't—yet."
Truth be told, IMAX was still fairly niche around the globe at this time. But Laila, with her knowledge of the future, knew that after Avatar, IMAX would become the next big thing—every studio and investor would be scrambling to get in on it.
That's why she had started laying the groundwork the year before, outfitting her Eastern theater chain with a large number of IMAX screens. At this stage, however, there were barely any films available in the format—mostly some educational or documentary-type content.
And without blockbusters, there was no profit. Most people simply couldn't justify the massive cost of installing IMAX theaters. When Laila pushed for it, there had been no shortage of objections—but she was the boss, and she had the power to move forward regardless.
It wasn't that she ignored advice—just that she already knew where the future was headed.
Her goal was to ride the Avatar wave hard in the East and make a fortune. Everyone knew IMAX and 3D tickets came at a hefty premium. The equipment was expensive, yes, but the viewing experience? Incomparable.
Even if Cameron hadn't come to ask her, Laila would've been urging her Eastern branches to get the theaters ready before Avatar was released. Miss this chance, and when other chains caught up, the profit margin would shrink dramatically.
She hadn't expected Cameron to know about all of this—let alone come himself to ask for access. But give it to him? Of course. She had to. There was no refusing.
Though, naturally, she couldn't say it quite so plainly.
"You sure have good intel," she said with a bitter smile. "I'll push them to finish the construction ASAP, but I can't promise everything will be ready in time for the premiere."
Cameron didn't buy it. "I know how you think. The moment you bought the Heart of the Ocean from Titanic, I knew. If it were now, I'd never part with that thing. Don't deny it—I'm sure you built those IMAX halls specifically for Avatar."
He was blunt, but Laila just smiled. "You're right. I have a lot of confidence in Avatar. I think it'll set a new benchmark at the box office. The IMAX expansion is partly because of it. But honestly, Director Cameron, IMAX is the future—I was just getting ahead of the curve."
Cameron squinted with satisfaction, his grin stretching wide. "Told you—you've got a good eye."
He felt the same. He had high hopes for the future of IMAX, which was why Avatar was being released in three different formats. Hearing her echo his thoughts only bolstered his confidence.
And really, how could the man who once stood on the Oscar stage and shouted, "I'm the king of the world!" not be confident?
"Just make sure those screens are ready when the film comes out. However many you can open—do it. I promise you won't regret it!" He was practically pounding his chest as he made the promise.
If it were anyone else saying that, Laila would've needed to think it over. But this was James Cameron.
"I'll do my best," she said.
"None of that 'do my best' talk—just give them all to me!" Cameron declared grandly, while the people behind him quietly wiped sweat from their brows.
At this point, there were likely only two people in the world who truly believed in Avatar—Cameron himself, and Laila.
Every extra IMAX screen meant a higher upfront investment, and many in the room weren't confident that the returns would justify the cost.
Why?
Because IMAX tickets were too expensive.
They could be almost double the price of a regular 3D ticket.
If audiences could just watch it in 3D for cheaper, how many would really be willing to shell out extra for IMAX?
They also thought Laila's push to build so many IMAX theaters in the East was… reckless. Even the U.S. didn't have that many yet, and here she was pouring millions into the far-off "bicycle kingdom"—a place still often described as underdeveloped.
How many IMAX screens had she built already? One in nearly every city.
No need to ask how much that cost. But more importantly—could people over there afford it?
Wasn't much of that population still living under the poverty line?