So then: could less really be more? The first TV spot for Avatar runs to just over a minute, and has no dialogue in it whatsoever. Instead, it's fast cuts, thumping music, a reminder that James Cameron directed The Terminator and then a few guns going off here and there. Contrast that with the first full trailer for the film, and then the story reveal trailer that's followed, and which do you prefer?

It does still to us get across that Avatar isn't really the kind of film to look at footage of in a small window on a website (we really sell ourselves hard on this kind of stuff, don't we?), and we plan on finding the very biggest screen that we can to watch the thing on. But we expect quite a few more TV spots now that the promotional campaign's intensity is stepping up, so keep checking back over the coming weeks.

Here's that TV spot, anyway, and Avatar will be arriving in cinemas on December 18th.