Probably he wanted to say 'it is not serious movie' I don't think avatar was as bad movie as you say..
I saw it in 3d. I think the graphics were amazing, wasn't to big on the story but it was ok. When they called the stuff they were mining "unobtainium" I laughed so hard. Thought that was stupid.
Uhm... "serious cinema"? and to be honest, i wouldn't class this as "good for kids" Its almost 3 hours long. Don't bundle us all in with this fool, this is a truly outstanding movie, beautifully made, stunning visuals and an inspiring theme, with of course, a great story to tell.
I thought Avatar was great! Well that story is very generic and definitely not the strong point. However, I really enjoyed the 3d. It really didn't feel like 3 hours.