James Cameron Advocates for Enhanced Film Rebates in New Zealand

Canadian director James Cameron is urging the New Zealand government to strengthen its film rebate system. His call comes as he celebrates the premiere of Avatar: Fire and Ash in Wellington, which marks the most significant film event in the city since 2012. Cameron expressed his desire to discuss improvements to the rebate scheme, which he believes could attract more film productions to New Zealand.

In a recent interview, Cameron stated, “It could be better,” referring to the current incentives for filmmakers. The premiere, taking place at the Embassy Theatre in Wellington, is expected to draw large crowds after a red carpet event. This film is the third installment in the Avatar franchise, following the original release in 2009 and Avatar: The Way of Water in 2022. Notably, it is the first in the series to have its Australasian premiere in Wellington, a city significant to both the franchise and Cameron, who is now a New Zealand citizen.

Cameron, who originally worked as an illustrator, describes his filmmaking process as akin to “painting with pixels and photons.” He emphasizes the emotional depth of Fire and Ash, which tackles themes of family, colonization, and humanity’s connection to the environment. According to Cameron, the film’s emotional stakes enhance its action sequences, making them more impactful.

The story follows the family of Jake Sully (played by Sam Worthington), his partner Neytiri (Zoe Saldaña), and their children as they face new threats from the Mangkwan Clan, led by the militant character Varang, portrayed by Oona Chaplin. Cameron sees reflections of his own youth in the character of Lo’ak, adding personal nuances to the narrative.

Filmed concurrently with The Way of Water, Fire and Ash features advanced performance capture techniques. The film’s visual effects were largely created by Wētā FX, which Cameron praises for their contribution to the film’s stunning visuals.

With over 1,500 crew members involved in the production, the Avatar franchise has significantly impacted New Zealand’s economy, contributing $1.1 billion across all three films. Cameron acknowledges that many crew members have established their lives in New Zealand, starting families and businesses in the creative sector.

Cameron highlights the importance of nurturing local talent, noting a need for systematic training in various production roles. He expressed concern over the current gaps in training programs for essential positions like rigging and prop-making. On the legislative front, he referenced recent moves by the Australian government to apply local content rules to streaming platforms—a strategy that New Zealand producers are advocating for as well.

As the New Zealand government explores ways to enhance its film incentives, Minister for the Arts Paul Goldsmith has remained non-committal on immediate changes. Nonetheless, the government expanded rebate schemes in November to maintain competitiveness in the global film industry. Cameron believes that without further improvements, New Zealand risks losing out on lucrative international productions.

“I would love to talk to Government about the rebate scheme,” Cameron stated. “It could be better.” He remains committed to filming more of the Avatar series in New Zealand, including potential fourth and fifth installments, though he emphasizes that collaboration from other producers is crucial for the industry’s growth.

Cameron appreciates the grounded nature of New Zealand’s creative community. He notes that the local culture focuses on genuine passion for filmmaking rather than superficial glamour. This environment was a key factor in his decision to raise his children in New Zealand, as he sought to instill values counter to the materialism often associated with Hollywood.

As audiences prepare for the release of Avatar: Fire and Ash on December 18, 2023, the director’s vision and advocacy for a stronger film industry in New Zealand continue to resonate. For more information about the Wellington premiere, visit wellington.govt.nz/avatar-premiere.