In 2021, "Avatar" was rereleased in China, helping it surpass "Avengers: Endgame" as the highest-grossing film of all time. The juggernaut returned to China again for a special Thursday event in Shanghai Disneyland. Moreover, the remastered version looks better than ever, thanks to CINITY technology developed by China.

A 4K high frame rate remastered of "Avatar" has been released in several markets worldwide to reconnect with audiences while warming up for the upcoming and long-awaited sequel to be released in December.

Since its original release, China has contributed 1.72 billion yuan ($262 million) to its global box office total. On Thursday, Walt Disney Studios and 20th Century Studios held a special screening of its new 4K remastered version at The Walt Disney Grand Theatre in Shanghai Disney Resort's Disneytown, in collaboration with CINITY technology, developed by China Film Group. Audiences watched the film in awe and said it had reignited their passion for the franchise that transformed moviegoing in 2010.

"When 'Avatar' first came out, it was hailed as a revolution for the big screen experience. With this remastered version, we are continuing to push the cinema experience," legendary filmmaker James Cameron said in a pre-recorded video at the event. "Thanks to CINITY's 3D, high dynamic range, high frame rate, and higher resolution technology, moviegoers everywhere can truly become a part of Avatar's world in a more immersive way than ever before. It won't be long before we share 'Avatar: The Way of Water,' the new film, with you. When we do, we will continue our partnership with CINITY to create the ultimate big screen experience. I promise you more adventures await in the amazing world of Pandora."

The CINITY Cinema System, with independent Chinese intellectual property rights, is an advanced projection system featuring 4K, 3D, ultra-high brightness, high dynamic range, wide color gamut and high frame rate, immersive sound and other technologies, making films more vivid and immersive. It made its debut in director Ang Lee's film "Gemini Man" in 2019, and, many international studios and exhibitors saw its vast potential.

Attendees at the 30th CineEurope convention got a special preview of "Avatar: The Way of Water" via the CINITY projection system in June in Barcelona, Spain. "From what I've heard from people's responses, they say it's like nothing they've ever seen before," said Jon Landau, the producer of the "Avatar" films. Later, CINITY even took home the Technical Award of Achievement at CineEurope for its breakthrough contribution to screening technology.

The 4K high frame rate remastered screening is part of the "Avatar" celebration event in Shanghai Disney Resort. At night, a special light projection show on Disneyland's iconic castle also wowed tourists. But most importantly, there will be a 6-month immersive exhibition, "Avatar: Explore Pandora," to be held in the Tomorrowland of Shanghai Disneyland between 10 a.m. and 5 p.m. from Sept. 22, 2022, to March 2023.

The 1,400-square-meter exhibition combines innovative storytelling and technology into a unique walkthrough exhibition. Visitors of all ages can explore the alien moon of Pandora, the culture of its inhabitants, the Na'vi, and stunning bioluminescent environments. Highlights include life-sized recreations of iconic landmarks such as the 6-meter Tree of Voices and high-tech interactives, including the Amplified Mobility Platform (AMP) suit simulator. This is also the first Avatar-themed touring exhibition hosted in a Disney Park worldwide.

John Hsu, managing director of The Walt Disney Company China and senior vice president of The Walt Disney Studios, Asia-Pacific, said Disney would strive to develop the "Avatar" franchise. "While creating global sensations with compelling stories and characters, we will continue to deepen Avatar's authentic connections with Chinese fans and audiences through various innovative brand campaigns, products and experiences."

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