By Anne Thompson | Thompson on Hollywood August 13, 2009 at 6:52AM
We've been tracking news that Sony Pictures Classics would release The Imaginarium of Dr. Parnassus this fall. But as the NY-based specialty division rigorously refuses to confirm these talks, the rumors spread around the internet until Variety figured out a way to write the story so that Sony Worldwide Acquisitions Group "is in advanced talks" to acquire the movie for SPC to release. It's easy to run a rumor, harder to run it down.
The folks at Fox are working overtime to pull off the unprecedented free showing of 16 minutes of James Cameron's Avatar on Avatar day, August 21 on about 100 global IMAX 3-D screens as part of a worldwide trailer launch in all formats. (Ubisoft and Mattel will also promo the Avatar videogame and action figures, respectively.) Tickets for two evening shows go online at Avatarmovie.com on Monday August 17 at noon PST. Showing the folks what the movie is should help to counteract some of the early folderal that "it looks animated" or "it's too sci-fi." The PR attached to the expected frenzy for tickets should pay off in serious media buzz, too.