James Cameron selv har også afsløret at han er lidt bekymret for Avatar-franchisens fremtid, og han er ikke alene. Tidligere Disney-veteran, Jim Shull, der har arbejdet med Disneys franchises i 32 år, lægger ikke fingre imellem. Han siger nu, at Avatar-franchisens "øjeblik" som populærkulturel flodbølge måske er overstået, og derfor bliver det vigtigt at gøre fremtidig produktion af Avatar 4 og 5 billigere - og kortere.
I et interview med Variety fortæller han at Avatar: Fire & Ash klarede sig "okay", men at det nok ikke bliver bedre herfra - derfor er det afgørende at kigge på timeline og produktionsplan for de resterende film:
"The reality is that Avatar 3 did OK but as a cultural force, it's exhausted. Nobody is demanding to see more. They like what they have and if they really like it, they can go to Florida and see it.
Cameron selv har tidligere sagt dette:
"Here's the thing: the movie industry is depressed right now. Avatar 3 cost a lot of money. We have to do well in order to continue. We have to do well and we need to figure out how to make Avatar movies more inexpensively in order to continue," he said. "If we continue and we do 4, we also do 4 and 5 together. So we made 2 and 3 together, one big story. And then 4 and 5 is another big story."