Even the most staunch “Avatar” haters have to agree that James Cameron puts so much blood, sweat, and tears into the franchise in an insane attempt to make the most beautiful, technologically advanced films of all time. And yet, as was pointed out in a popular sketch on “Saturday Night Live,” the franchise’s logo just uses the simple Papyrus font that anyone can use for free. Why, James Cameron? Why?
Well, in a recent interview with BBC Radio 1, James Cameron opened up about how the ‘SNL’ sketch calling out the use of Papyrus font for the “Avatar” logo has “haunted” him for years. If you don’t remember, several years ago, Ryan Gosling starred in a sketch about a man driven to the brink of madness because he couldn’t get over the laziness of a graphic designer to just use a stock font for the logo of the biggest film of all time. (The sketch is below if you want to watch.)
“It has haunted me,” joked Cameron about the ‘SNL’ sketch. “Not really. I couldn’t give a shit. [The sketch] is pretty funny. I’m just astonished they spent that much money on a little cinematic vignette that’s around such a wispy, thin concept. I said [to the ‘Avatar’ crew], ‘We’re doubling down. We are now using Papyrus for everything!’”
He added, “The funniest thing about that whole story is that I didn’t even know it was Papyrus. Nobody asked me. I just thought the art department came up with this cool font.”
If Gosling’s character in the ‘SNL’ sketch were a real person and just heard that comment, you have to assume he would go on a rampage. It’s hard to pick which is funnier—the fact that James Cameron isn’t embarrassed by the logo’s use of a stock font or the idea that Cameron admitted to not even knowing just how the logo’s design came about, considering he’s so involved in every bit of the “Avatar” production?
Regardless of the font choice, it appears “Avatar: The Way of Water,” the first of several sequels, is doing just fine with critics and audiences and the logo isn’t affecting box office one bit.
You can see the ‘SNL’ sketch below:
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