Once you read this, you'll start seeing that every popular movie today follows this guide, almost precisely to-the-minute. Book says "by page X of screenplay, Y should happen" and you'll see that it does.
The plot of "Avatar" was depressingly cliche; a standard retelling of the standard action movie plot, done once again. The special effects made it worth seeing, twice for me. Rarely does a movie rise above such things.
http://www.amazon.com/Save-Last-Book-Screenwriting-Youll/dp/...
This is basically what is referred to in the industry as "high concept." https://en.wikipedia.org/wiki/High_concept
Bob Iger, Ex-CEO of Disney, was a big proponent of high concept movies. You can read more about it in the screenwriting book, Save the Cat. https://www.amazon.com/Save-Last-Book-Screenwriting-Youll/dp...