I don't feel like Avatar was an archetypal story, in the sense of a story told to demonstrate a deep-seated truth about us all. The true archetypal story is more like: natives doin okay, white man come, white man kill, natives gone. For me, Avatar is a lie told by liars in a dishonest way to make money.
Originally Posted by Aristophanes
My main point, though, is that digital photography marketing now involves a similar lie -- about quality, convenience and inexpensiveness over film -- told to make money, by hooking people on the lies and on the treadmill of upgrade. I would not care if it didn't threaten the medim I love, film. I also would not care about Avatar's success if I thought that didn't mean it will supplant other, more honest, and more valuable tales told by non-liars (even if for money).
I fully respect others' appreciation of such films, but I do disagree about its merits as story, as art, as craft.