Rising above all the entertainment talk, Avatar was the hottest issue in the first quarter of 2010. Released on local screens at the end of last year, Avatar stayed at the top of the list for seven consecutive weeks drawing much audience attention through its dual release in 2D and 3D. Its total admissions were over 13 million (based on KOFIC box office records up to March 31, 2010), beating the record held by Korean blockbuster The Host. Its total gross of 123.7 billion KRW (approx. 112 mil USD) also broke Haeundae’s record of 81 Billion KRW (approx. 72 mil USD).