Avatar stuff!

After years of playing coy and putting it together in relative secrecy, James Cameron finally unveiled a glimpse at his 3D sci-fi epic AVATAR to the salivating masses at Comic Con.

In case you weren’t following our live updates from the Con, Cameron also revealed that on August 21st, they’re taking over as many IMAX and 3D digital screens as possible — and showing 15 minutes of 3D footage for free to anyone who attends! The regular trailer will also be launched in theaters and online the same day.

The official site is also now online (and is thus far quite minimal), and here are better looks at the official logo and the banner adorning the streets of San Diego’s Gaslamp quarter.

Lastly, the official press release: In the epic action adventure fantasy AVATAR, James Cameron, the director of Titanic, takes us to a spectacular new world beyond our imagination. On the distant moon Pandora, a reluctant hero embarks on a journey of redemption, discovery and unexpected love — as he leads a heroic battle to save a civilization.

The story’s protagonist, Jake Sully, is an ex-Marine who was wounded and paralyzed from the waist down in combat on Earth. In order to participate in the Avatar program, which will give him a healthy body, Jake agrees to travel to Pandora, a lush rainforest environment filled with incredible life forms – some beautiful, many terrifying. Pandora is also the home to the Na’vi, a humanoid race that lives at what we consider to be a primate level, but they are actually much more evolved than humans. Ten feet tall and blue skinned, the Na’vi live harmoniously within their unspoiled world. But as humans encroach on Pandora in search of valuable minerals, the Na’vi’s very existence is threatened – and their warrior abilities unleashed.

Jake has unwittingly been recruited to become part of this encroachment. Since humans are unable to breathe the air on Pandora, they have created genetically-bred human-Na’vi hybrids known as Avatars. The Avatars are living, breathing bodies in the real world, controlled by a human driver through a technology that links the driver’s mind to the Avatar body. On Pandora, through his Avatar body, Jake can be whole once again. Moreover, he falls in love with a young Na’vi woman, Neytiri, whose beauty is matched by her ferocity in battle.

As Jake slides deeper into becoming one of her clan, he finds himself caught between the military-industrial forces of Earth, and the Na’vi – forcing him to choose sides in an epic battle that will decide the fate of an entire world.

Conceived 14 years ago and over four years in the making, AVATAR breaks new ground in delivering a fully immersive, emotional story and reinvents the moviegoing experience.