"Right, you know, I think it's interesting that you can have a film like Inconvenient Truth, which actually gives you a lot of facts but it's not a particularly emotional film; in fact it's not an emotional film at all. Avatar is exactly the opposite; it doesn't give you any facts at all. It assumes you know the facts, or you know the issues; it gives you an emotional context; it gives you a sense of, let's say, almost moral outrage, when you see the tree destroyed, when you see the people gassed and displaced from their ancestral home and so on...and out of that sense of outrage, you then evolve to a sense of triumph and hope because good conquers evil at the end of the film. I think you put those two emotions together and it could be effective in galvanizing people to actually do something, in a way that having all the facts only triggers a sense of denial."

(James Cameron)