I wonder how much of this advertising budget is really necessary in this age of social media? If Cameron just posted a YouTube video saying "Hey, an Avatar sequel is coming, check it out!" wouldn't that suffice? People who want to see this don't need any sort of targeted advertising campaign. People on the fence will get a nudge from their friends and people they follow online. I know I am oversimplifying this, but I have zero internet presence outside of dtf.org, do not watch TV, go to movies, read magazines, follow anyone on social media, and just by virtue of a couple dudes on a prog-metal band's web forum, I know about this film.