From the Globe and Mail article, "Environmentalists back Avatar for Oscars," by Martin Mittelstaedt:

The pitch to make Alberta’s oil sands an example of life imitating art is appearing in a $20,000 (U.S.) advertisement this morning in a special Oscar edition of Variety. More than 50 environmental and native groups from eight countries have placed the full-page ad, an effort to try to convince Hollywood movers and shakers that what is going on in Alberta isn’t too far off the mark from the film’s fictional planet, Pandora, the source of “unobtainium,” the metal worth wrecking a planet.