Last night I went to see a 3D screening of AVATAR in Cambridge. Not much I can write about the film that hasn’t been covered elsewhere. Still, can’t resist making the point that I went to see it, on it’s first run, in 3D, because it’s sure to go down as a cinema milestone, like Star Wars. A “Daddy where were you when…” film moment. You could argue that it’s an exercise in style over content. The story is alright but isn’t any more than it needs to be – I’ve heard it described as “Dances with Smurfs”. But what Cameron has done is to recognise that for a 12A fantasy spectacular the visual experience is what the audience wants so that’s where the effort has gone. And he’s done it at a completely different level to anything I’ve seen before, in a way that raises the audience’s expectations for everything that comes after it. (Also the Cadbury Zingolo ad looked fantastic in 3D.)