Avatar: Fire and Ash, the third movie in James Cameron’s popular Avatar series, runs about three hours and fifteen minutes long, which is much longer than the typical two-hour film most people expect. This extended runtime has sparked debates on whether it helps or hurts ticket sales since the movie hit theaters on December 19, 2025.
Fans of the franchise are no strangers to long movies. The first Avatar from 2009 lasted two hours and forty-two minutes, and the second one, The Way of Water, clocked in at three hours and twelve minutes. Both broke box office records, pulling in billions worldwide. For example, the original Avatar became the highest-grossing film ever at the time. So far, Fire and Ash has earned $137 million in its early days, showing strong interest despite the length.https://en.wikipedia.org/wiki/Avatar:_Fire_and_Ash
A long runtime can boost ticket sales in a few ways. Movie theaters offer a chance to escape daily distractions like phones and multitasking, as Cameron himself noted in an interview. He said people crave that focused experience, which a big epic like this provides with stunning visuals and deep storytelling about loss, pain, and battles on Pandora.https://abcnews.go.com/GMA/Culture/avatar-fire-and-ash-everything-to-know/story?id=128488209 The film’s PG-13 rating and action-adventure style draw families and fans willing to commit the time, especially with high-quality 3D and IMAX formats that make the visuals pop.https://movies.disney.com/avatar-fire-and-ash
On the flip side, the length might turn away casual viewers. Sources list the runtime slightly differently, from three hours fifteen minutes according to AMC, Fandango, and Disney, to three hours seventeen minutes elsewhere, but all agree it’s over three hours.https://abcnews.go.com/GMA/Culture/avatar-fire-and-ash-everything-to-know/story?id=128488209https://www.fandango.com/avatar-fire-and-ash-2025-241479/movie-overviewhttps://movies.disney.com/avatar-fire-and-ashhttps://hollywoodlife.com/2025/12/19/how-long-is-the-new-avatar-movie/ Critics have pointed to the runtime as a downside, alongside the plot, which could make some audiences hesitate. People with young kids or tight schedules might pick shorter films instead, reducing repeat viewings that drive big sales.
Theaters help counter this by scheduling fewer showtimes per screen, giving more recovery time between crowds and letting staff clean up. This setup works well for blockbusters, as seen with past Avatar films that packed houses despite their length. Early box office numbers suggest the movie’s hype, returning characters like Jake played by Sam Worthington, and Pandora’s allure are outweighing any runtime concerns for now.https://www.fandango.com/avatar-fire-and-ash-2025-241479/movie-overview
In the end, the long runtime seems to be a double-edged sword, but Avatar’s track record points to it fueling sales through immersive spectacle rather than scaring buyers away.
Sources
https://hollywoodlife.com/2025/12/19/how-long-is-the-new-avatar-movie/
https://abcnews.go.com/GMA/Culture/avatar-fire-and-ash-everything-to-know/story?id=128488209
https://en.wikipedia.org/wiki/Avatar:_Fire_and_Ash
https://www.fandango.com/avatar-fire-and-ash-2025-241479/movie-overview
https://movies.disney.com/avatar-fire-and-ash
