Pandora's rocks

Even today, near, far, wherever you are in the mainland, spend a couple of hours in a restaurant or karaoke club and at some point the playlist will have shuffled to an all too familiar song. You might pretend to ignore it, but you know you know the words and you find yourself mentally joining in ... China still loves My Heart Will Go On and on and on, a decade and a half after Titanic smashed all kinds of box-office records and ushered in a new era for mainland cinema-goers.

So it was really not surprising when, early last year, after Avatar had resmashed those records and taken US$204 million at Chinese box offices - nearly four times the amount Titanic took - the nation once again found a way to immortalise a figment of James Cameron's lucrative imagination. This time, though, it was not through song, television commercials or cheesy marketing campaigns. No, why not something bigger? Why not something enduring, something set in stone? Why not rename a prehistoric Unesco World Natural Heritage site after a fantasy world where huge blue people fly about on mutant pterodactyls? Well, why not?

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