Cameron says that studios seem to prefer post-production 3D conversion to filming in 3D, because although it costs more than filming in 3D, and produces an inferior product, it gives the studios more control, including the ability to not spend money on 3D at all if they decide so later on.

James Cameron is willing to end the Avatar franchise if Fire and Ash underperforms, but has insisted the upcoming sequel would be a fitting conclusion to the series if it needs to be.