"Eight to eighty" according to James Cameron in an interview. Main target audience males aged 18-24, but IMDB user votes show popularity with ALL ages. This is because of its wide appeal, multi genres and 12A rating, making it viewable to pretty much everyone aged around 10 and above.
Games & Cross Media/Technological Convergence - McDonalds and 20th Century Fox (two of the most powerful global businesses) partnered together to create a symbiotic marketing campaign which was mutually advantages to both sides. The game, titled PANDORAQUEST, was a high-resolution interactive game available to play on McDonald's websites all around the world. Interactive toys and games in Happy Meals appealed to the younger demographics and are a good example of the benefits of proliferation in hardware over the past years. Avatar also released an iPod/iPhone game, with a Free 'Lite' version and a fuller more expensive version to cover consumers willing to pay all different prices. Specific appeal to which demographic?This appeals to both casual gamers who don't spend much money on apps with the free version, as well as more keen gamers with more money to spend on their phone/iPod with the full version. The game is aimed more at teenagers and adults, as children don't tend to have expensive iPhones, though they are more likely to play the free version on an iPod touch, so again this clever marketing campaign from Avatar managed to reach a very widespread demographic. As iPods and iPhones are very popular with both males and females, it also widens the appeal of the film to both genders. A console game, available on XBOX-360, Playstation 3, Nintendo Wii and Nintendo DS was also released, and although reviews weren't great, it was said to have exceptional graphics, working in synergy with the movie itself and allowing for complete immersion and escapism for players. This would have gratified players' wants and needs for escapism from everyday life, as by playing this game for a long period of time they would get very involved, especially with the high quality graphics. This widened the appeal of the game to younger children, as although the film was rated 12+, children younger than this probably would have bought it, as teenage and adult males tend to prefer multiplayer first-person shooter games like Call of Duty and Halo, and games consoles, especially XBOX-360 and PS3 are generally owned more by males then females.
Social networking - Technological convergence and the extreme increase in popularity of social networking sites recently allowed a successful Twitter campaign by McDonald's with daily word scrambles and a prize of a private screening of Avatar. Avatar the film also has a Twitter page, Facebook page, Youtube channel and Myspace profile, appealing to Generation Y, frequent consumers of technology. It also provided free advertising to a mass, global audience.