AVATAR: FIRE AND ASH SLAMMED BY CRITICS AHEAD OF UK RELEASE

The third instalment in James Cameron’s hugely successful Avatar franchise has been met with a wave of scathing reviews ahead of its UK cinema release on Friday. Avatar: Fire And Ash, which reportedly cost an eye-watering £300 million to produce, is already being labelled the weakest entry in the series, with critics questioning everything from its storyline to its sheer length.

Early reviews have not held back, with several major outlets awarding the film just one star. Critics have taken aim at what they describe as a “recycled” plot, an “agonising” three-hour-and-15-minute runtime, and a sense that the franchise may finally be running out of creative steam. Some reviewers have gone as far as urging director James Cameron to “quit while he’s ahead”.

Starring returning cast members Zoe Saldana and Sigourney Weaver, Avatar: Fire And Ash continues Cameron’s long-planned saga following the original Avatar in 2009, which remains the highest-grossing film of all time, and its 2022 sequel Avatar: The Way of Water. While both earlier films were praised for pushing visual effects and immersive world-building to new heights, critics now suggest that spectacle alone may no longer be enough.

A common complaint among early reviewers is that Fire And Ash fails to bring anything truly new to the table. Several reviews argue that the central storyline closely mirrors themes and narrative beats already explored in previous films, leaving audiences feeling like they’ve “seen it all before”. While the visual effects have once again been praised as technically impressive, many critics say the film leans too heavily on its visuals while neglecting character development and emotional depth.

The film’s extended runtime has also proven to be a major sticking point. At over three hours long, reviewers have described the pacing as slow and indulgent, with long stretches that feel unnecessary. One critic described the experience as “visually stunning but emotionally exhausting”, while another suggested the film could have benefited from “at least 45 minutes on the cutting room floor”.

Perhaps most damaging for the franchise is the reaction to the film’s ending. Several critics believe Avatar: Fire And Ash actually provides a sense of closure to the story, raising serious questions about whether future sequels are needed at all. James Cameron has long planned the Avatar saga as a five-film series, with fourth and fifth instalments already outlined, but their future reportedly depends heavily on the box office performance of this latest release.

Credit: Avatar.com

Some reviewers have questioned whether audiences still have the appetite for more Avatar films, especially given the lengthy gaps between releases. With The Way of Water arriving 13 years after the original, and Fire And Ash following just three years later, critics argue that the novelty that once defined the franchise may be fading.

Despite the negative press, industry insiders note that Avatar films have a history of defying critics. Both previous entries received mixed-to-positive reviews on release but went on to dominate the global box office. Fans of the franchise may still turn out in huge numbers, particularly those eager to experience the film on the big screen, where Cameron’s work is traditionally at its most effective.

However, the harsh early reviews represent the biggest challenge the Avatar franchise has faced to date. With such a massive budget and long-term plans riding on its success, Avatar: Fire And Ash now enters cinemas under intense scrutiny. Whether audiences agree with the critics, or once again prove them wrong, will become clear in the coming days.

One thing is certain: for the first time since Avatar burst onto screens in 2009, James Cameron’s cinematic juggernaut is no longer being treated as untouchable.