James Cameron Advocates for Improved Film Rebate System in NZ

Canadian director James Cameron has urged the New Zealand government to enhance its film rebate system, aiming to attract more productions to the country. This call comes as Cameron celebrates the premiere of his latest film, Avatar: Fire and Ash, in Wellington. The event marks the most significant film premiere in the city since 2012, drawing thousands of attendees to a red carpet celebration.

In an interview with The Post, Cameron expressed his enthusiasm for discussing the government’s rebate scheme. “It could be better,” he remarked, emphasizing the need for New Zealand to remain competitive in a global film landscape. The premiere of Fire and Ash will take place on December 18, 2023, following a highly anticipated showing at the Embassy Theatre after the star-studded event.

Cameron, who became a New Zealand citizen this year, described his approach to filmmaking as akin to “painting with pixels and photons.” He highlighted the emotional depth of Fire and Ash, which runs for nearly three and a half hours. The film addresses themes such as family, colonization, and humanity’s relationship with nature. Cameron explained that the heightened sense of jeopardy in the film was a deliberate choice to engage audiences emotionally.

The narrative begins with the aftermath of the previous film’s tragedy, leading to a new conflict as invaders from Earth seek to exploit Pandora’s resources. The introduction of the Mangkwan Clan, or the Ash People, led by the militant Varang, adds layers to the story. Central to the plot is the family dynamic of Jake Sully, Neytiri, and their children, underscoring the emotional stakes of the film.

Filming for Fire and Ash took place concurrently with Avatar: The Way of Water. Cameron praised the performance capture technology used to create the film, noting the collaborative effort of the actors and crew. He emphasized the importance of capturing the “truth” of each scene, fostering a creative environment where imagination can flourish.

The production involved over 1,500 New Zealand crew members and has contributed approximately $1.1 billion to the local economy across all three films in the franchise. Cameron acknowledged the lasting impact the series has had on the local industry, providing job security and opportunities for many who have settled in New Zealand.

Despite the success, Cameron pointed out challenges facing the New Zealand screen sector, particularly in training young talent. He advocated for systemic programs to prepare crews for essential roles, echoing concerns about the need for skilled workers in the industry.

As the Australian government considers new local content rules for streaming platforms, New Zealand producers are pushing for similar initiatives. The Minister for the Arts, Paul Goldsmith, has shown interest in observing Australia’s developments but has not committed to specific actions.

Cameron believes that attracting lucrative offshore productions can stimulate the local industry, but he stressed that the rebate system requires improvement to compete effectively. He noted that productions are “flying right over us” to Australia, underlining the need for a more appealing incentive structure.

Looking ahead, Cameron expressed his desire to continue filming in New Zealand, including potential future installments of the Avatar series. He remarked on the grounded nature of New Zealanders and their passion for filmmaking, which aligns with his values as a parent. “People are decent with each other. They’re respectful, and you have to earn respect,” he said, reflecting on the culture he appreciates in his adopted home.

As anticipation builds for the release of Avatar: Fire and Ash, Cameron remains hopeful about the future of film production in New Zealand. For more details about the Wellington premiere, visit wellington.govt.nz/avatar-premiere.