Operators of BitTorrent sites are used to receiving takedown requests from Hollywood, it is part of their daily business. Usually the notices concern rips of DVD quality or leaks that were camcorded in theaters. Twentieth Century Fox, however, has surprised several site administrators with a notification for a film that is far from finished.
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Avatar is doing great at the box office so it will come as no surprise that it is also very popular on BitTorrent. However, rather than the usual overreaction to piracy, Fox is playing down the leak and saying it will have a much smaller effect on profits. In the meantime, a lesser-known release blog is thrust into the spotlight.