James Cameron recently sent a letter to movie theaters detailing how to best show his new film, Avatar: Fire and Ash. While Cameron meant well, the letter is now going viral as the subject of a popular sketch from Saturday Night Live.
Why is James Cameron’s letter to theaters becoming a meme?
As the release of Avatar: Fire and Ash approaches this week, James Cameron has provided guidance to cinemas on how to deliver the optimal viewing experience.
The Digital Cinema Package includes a Projection Specification file and framing chart with important details about things like brightness, sound setup, and how the image should be displayed. In a letter, James Cameron asked that all theaters review this information and ensure their picture and sound systems are properly calibrated. He specifically mixed the film to play with a wide range of sound – from quiet conversations to loud action – at a standard level of 7.0, and requests that theaters do not reduce this level.
I noticed something funny when I saw the letter – it’s written in Papyrus! It immediately reminded me of that hilarious Saturday Night Live sketch with Ryan Gosling a few years back, where he played a guy completely fixated on the font used in the Avatar logo. It was a surprisingly memorable bit, and seeing Papyrus here brought it right back to me.
“Still using Papyrus,” X user AC wrote with a laughing emoji.
Kamendi included a gif from Gosling’s sketch with the caption, “Why did he write in Papyrus?”
People also responded with funny references, like Jameson mentioning a classic episode of South Park directed by James Cameron. Ray Barca shared a longer GIF from the Ryan Gosling sketch.
Fans have been waiting three years, and now they can finally return to the world of Pandora with the new Avatar movie, Avatar: The Way of Water. The third film in James Cameron’s Avatar series sees Jake Sully, Neytiri, and their family facing a new threat from a fierce clan called the Mangkwan, also known as the Ash People.
Cameron directs Avatar 3 from a screenplay he co-wrote with Rick Jaffa and Amanda Silver.
Avatar: Fire and Ash opens in theaters on December 19, 2025.
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2025-12-15 19:07