Oops, I forgot that Avatar 2 existed…

So, uh… yeah. Avatar 2. Or to give it its proper title Avatar: The Way of Water. It’s a film. It was released almost a year ago. I was planning to write a review of it. And I completely forgot that it existed until a couple of days ago.

The growing Avatar series – which will soon include a big-budget video game adaptation along with two films – has all of the elements of what should be a successful multimedia franchise. The original film was a Best Picture nominee at the Academy Awards, director James Cameron has incredible pedigree as a filmmaker, the world of Avatar is visually gorgeous, a lot of effort has gone into constructing things like a full-blown Na’vi language, and it’s backed up by the almost limitless budget of the Walt Disney Company. So… why is Avatar still so incredibly forgettable?

I didn’t hate or even dislike The Way of Water. For the three-plus hours that it lasted, I had a decent time with the film. It was a swashbuckling sci-fi adventure; a blockbuster worthy of the title that transported me to a faraway planet and a sci-fi future that was entertaining to see. But as the credits rolled I just… switched off. The Way of Water, like its predecessor before it, didn’t leave a lasting impression.

And for a series backed up by Disney’s money, turning a massive profit at the box office, with a new video game adaptation and an expensive theme park attraction… I just don’t get it. Why is Avatar – to use some Gen Z lingo – so “mid?” Why do I find myself caring so little about The Way of Water that I literally forgot it existed? And why isn’t the series making an impact on our collective cultural conversation?

Although I’m not the most active person online or on social media, I follow a bunch of websites, blogs, and channels that talk about the same kind of things I enjoy discussing here on my website: sci-fi, pop culture, cinema, and geeky entertainment topics. But since The Way of Water was in cinemas, none of them have so much as mentioned the series. If anyone had been talking about it, perhaps I wouldn’t have completely forgotten about Avatar this year.

For a film that made so much money – The Way of Water is currently the third-highest-grossing film of all time, behind only the first Avatar and Avengers Endgame – it’s so strange to be talking about it in this way. A huge audience clearly turned up for The Way of Water… but within weeks it was all but forgotten. I don’t expect to see it winning any of the big awards, which isn’t a slight against it; there’s a lot of competition. But for a film that aims to really kick-start a wider connected universe, I’m just not sure how successful The Way of Water can have been when it’s dropped off the face of the earth so readily.

There is absolutely room for a new sci-fi franchise, especially under the Disney umbrella. Marvel and Star Wars are both seeming to stumble and falter, and the MCU is perhaps coming to the end of its life in its current iteration. There’s definitely space for another multimedia “shared universe” to come along. Avatar should be in prime position to occupy that kind of slot… but if it can’t offer something memorable, something for fans and audiences to retain and keep in mind after the credits have rolled, then it won’t even come close. Realistically, Avatar should be challenging Star Wars, Star Trek, DC Comics, and even Marvel in the upper tiers of sci-fi cinema. But right now, it doesn’t feel anywhere close.

Although we can lay part of the blame for this, in theory, on the long gap between the original Avatar and this new sequel – twelve years is a long time to wait, after all – I don’t think that’s a fair explanation. The original Avatar, as I’ve noted in the past, was not an especially memorable film either, and the universe that it attempted to create felt limited to the characters and story that unfolded on screen. I’ve never really gotten the sense from Avatar that there was more to the world of Pandora or to this futuristic depiction of Earth and humanity that I needed to see explored. In fact, I could’ve lived a happy life without ever seeing a single sequel to Avatar – let alone four.

So is The Way of Water “unnecessary,” then? That seems a bit harsh! The ending of the first film left the door open to a sequel or spin-off, and it’s worth acknowledging that. But the story was also one that we could’ve considered complete; I never felt that Avatar was crying out for either a direct sequel or for more stories set in this world. “Unnecessary” might be overstating it… but I’d certainly say that I wasn’t champing at the bit for The Way of Water.

All of that could’ve been irrelevant if The Way of Water had been more memorable. I may not have been desperate to see a sequel, but I’m always up for watching a good film, so the “necessity” or otherwise of The Way of Water wouldn’t have mattered if the film itself had something to say. For all of the money invested in it, though, and for all of the technical achievements that James Cameron and his team brought to the table in terms of the way it was created, The Way of Water just didn’t leave a lasting impression. In fact, I don’t feel that the Avatar series or franchise has really made much progress with this instalment – at least in terms of cultural relevance and its potential place in the upper echelons of sci-fi.

And because of that, The Way of Water can feel… forced. If there was no organic groundswell of public opinion craving a sequel – no letter-writing campaign like there had been for Star Trek, no “expanded universe” of comics and novels like Star Wars created, and no real Avatar fan community in general – why was it even made? The very existence of the film – and the upcoming video game adaptation, too – feels very “corporate,” as if a group of executives have decreed that “Avatar is to be the next big thing,” without really understanding what makes a series popular and beloved to begin with – let alone failing to acknowledge that such things can never be manufactured.

For me, The Way of Water sits somewhere alongside films like the original Pirates of the Caribbean or the Indiana Jones trilogy. It was perfectly entertaining popcorn blockbuster fare… but nothing more than that. Unlike with Star Trek, Star Wars, or other top-tier franchises, I don’t have a desire to see more, to explore the universe that the film created, or to really spend much more time in its world. And if that was the ambition behind the Avatar series – to create a succession of one-and-done popcorn action flicks – then I’d say it was doing just fine. But when there’s clearly a corporate aim to push Avatar to something greater… I can’t help but feel that it isn’t meeting its goals, at least not in its current form.

Part of the problem is originality. The world of Avatar doesn’t really have anything unique to help it stand out. The blue-skinned Na’vi are the closest it gets, but even then, the CGI-heavy aliens easily blend into a lineup of other humanoid races from other sci-fi properties. The rest of the aesthetic of Avatar is pretty generic, with spaceships, weapons, costumes, and technology that doesn’t really stand out when compared to more successful sci-fi properties.

A lot of Avatar just gets lost in the sci-fi milieu, leaving the franchise unable to differentiate itself from films, TV shows, and even video games in an expanding genre. The time should be right for a new sci-fi series to make a serious push to break into the upper echelons of the genre, thanks to a combination of a renewed interest from big corporations and the fact that some of the biggest names in sci-fi seem to be foundering – if not stalling outright. But the bland, forgettable Avatar isn’t able to make that leap.

The original Avatar was criticised in 2009 for telling a story that was unoriginal at best, and the sequel falls into the same narrative traps. Themes of environmentalism and colonialism are presented – but these have been examined before, and examined better, in other pictures and other series that have had more to say. Unoriginality doesn’t have to mean “bad,” not by any means. But if the aesthetic, setting, and narrative premise are all things that audiences have seen before, there’s got to be something more to help it stand out or communicate a message. The Way of Water just doesn’t succeed on that front.

When I first sat down to watch The Way of Water, I expected the film to really make the case for Avatar as a series. I expected a strong narrative, compelling characters, and plenty of adventure… but more than that, I needed to see the film take the world-building from its predecessor and expand upon it, creating something that I’d want to lose myself in. With three more Avatar films and a big-budget video game in production, I needed The Way of Water to not only give me a reason to keep them on my list, but to want to get my hands on them. This film was an opportunity not only to remind me that Avatar exists, but to do what the original wasn’t able to and set the stage for something greater.

Star Wars still has fans turning up for its films and streaming shows even though – let’s be realistic – it hasn’t done anything truly outstanding since 1980. But because Star Wars had that strong beginning, and created an alternate reality that fans wanted to experience more of, audiences still show up forty-five years later. They still go to conventions, dress up like Darth Vader, and pay their subs to Disney+ to watch the latest offerings. For all the money that’s being pumped into it, Avatar still doesn’t feel like a series or a franchise that can attract anything like that kind of support.

So that’s it, I guess. I didn’t dislike The Way of Water; it was a competent film with some clever behind-the-scenes technologies and filmmaking techniques that ended up being a perfectly watchable popcorn adventure flick. But I just can’t reconcile the fact that this franchise has now produced two of the three highest-grossing films of all-time… yet it’s still so utterly forgettable that I literally forgot it even existed for months. And even after returning to The Way of Water to take notes and grab some still frames… nothing about it jumps out at me, nothing about it sticks in my mind, and I genuinely don’t see how Avatar as a series will ever break into the top tier of sci-fi franchises if it keeps this up.

Avatar: The Way of Water is available to stream now on Disney+ and is also available on DVD/Blu-ray. The Avatar series is the copyright of 20th Century Studios and/or the Walt Disney Company. This article contains the thoughts and opinions of one person only and is not intended to cause any offence.