Tim Elliott sits down with Dr David Tully, Head of Media at Middlesex University Dubai and resident film expert, to dissect the business impact of the latest Avatar instalment, Fire and Ash. As the film hits UAE theatres during the critical holiday window, they explore whether these massive blockbuster events are the definitive key to the survival of theatrical cinema in the age of streaming. David provides a unique perspective on evolving audience behaviour and the economics behind global holiday releases.