The Lorax Tops the Box Office — Again

The Lorax Tops the Box Office — Again

Posted on March 12, 2012 at 8:00 am

For the second week in a row, “The Lorax” topped the box office, in its second week still beating the big budget blockbuster “John Carter” that opened last Friday.  Every once in a while, Hollywood is surprised to find out that family movies sell a lot of tickets.  “The Lorax” has made more than $120 million in its first two weeks, far above expectations of the bean-counters who routinely underestimate the market for family films.  “John Carter” did poorly in the US with only $30 million, though it did far better internationally, where special effects films generally make a lot of money.

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Complaints about “The Lorax” from Lou Dobbs and the CCFC

Complaints about “The Lorax” from Lou Dobbs and the CCFC

Posted on March 2, 2012 at 8:00 am

Dr. Seuss wrote The Lorax in 1971, around the time of the first Earth Day and the creation (by Republican President Richard Nixon) of the Environmental Protection Agency.  It is the story of the “Once-ler” who chanced upon a place filled with wondrous Truffula Trees, Swomee-Swans, Brown Bar-ba- loots, and Humming-Fishes. Thrilled by the beauty of the Truffula Trees and greedy with the opportunity to use their tufts to make things, he ignores the warnings of the tree-loving Lorax.  Finally, the Lorax goes away, leaving a rock engraved “UNLESS.” One Truffula seed remains.

This week’s release of a new film version has already led to complaints from Lou Dobbs, who says it is left-wing propaganda, and from the Campaign for a Commercial-Free Childhood, which notes that there is something inconsistent, even hypocritical, about the movie’s “partners,” which include an SUV and disposable diapers.

Dobbs complains that “The Lorax” is intended to indoctrinate children with liberal anti-capitalist ideas.  He calls it “insidious nonsense” and “environmental radicalism.”  It is heavy-handed at times, as I point out in my review.  But it is balderdash to make any claim of conspiracy or propaganda.  Time Magazine’s James Poniewozik points out that “The Lorax” book is actually pro-business.

he important thing that Seuss does in the book is not to simply decry business’ pollution and greed for what it does to cute creatures like the brown barbaloots and hummingfish. The real problem that deforester and Thneed-maker the Once-ler runs into is that cutting down truffula trees faster than they can grow back is also bad business. He makes money hand over fist for a while, yes, but: “No more trees… no more Thneeds.”

In other words, Seuss’ final argument against the way the Once-ler runs his business is a practical one: if you over exploit a resource, besides whatever damage you do to the environment, you eventually undercut your long-term interests. That’s not ideology so much as physical fact–akin to, say, the problem faced by the overworking of a fishery. It’s not inherently political to say: there is only so much of certain resources.

Neither the book nor the movie argue for government intervention.  They argue for personal responsibility, which conservatives often claim as their defining value.  Dobbs seems to say that acknowledging the need to consider the future in the use of the Earth’s resources is per se liberal propaganda.  Furthermore, as I have pointed out many times, most movies do not have political agendas because they are made by corporations who want to make money for their shareholders and themselves.  Universal Studios is a subsidiary of NBC Universal, owned by the gigantic corporate powerhouses GE and Comcast.  As noted below, the movie is being used to market many different consumer products. The idea of an anti-corporate political agenda is simply absurd.

The CCFC argues that the movie and its producers are too pro-corporate.  It has launched a campaign to “Save the Lorax!” from “an onslaught of corporate cross-promotions,”with dozens of corporate partners promoting everything from SUVs to Pottery Barn to Pancakes.  CCFC is urging anyone who cares about The Lorax’s original message to enjoy the story but pledge to shun the movie’s commercial tie-ins, including:

  • The new Mazda CX-5 SUV—the only car with the “Truffula Seal of Approval.”
  • Seventh Generation household products and diapers festooned with the Lorax.
  • IHOP’s kids’ menu items like Rooty Tooty Bar-Ba-Looty Blueberry Cone Cakes and Truffula Chip Pancakes.
  • In-store promotions featuring the Lorax at Whole Foods, Pottery Barn Kids, and Target.
  • Online Lorax games and sweepstakes for YoKids Yogurt, Comcast Xfinity TV, Target, IHOP, and HP.
  • HP’s “Every Inkling Makes a Difference,” a branded in-school curriculum produced and distributed by Scholastic.

“It is both cynical and hypocritical to use a beloved children’s story with a prescient environmental message to sell kids on consumption,” said CCFC’s director, Dr. Susan Linn.  “The Lorax that so many of us know and love would never immerse children in the false corporate narrative that we can consume our way to everything, from happiness to sustainability. Instead, he would join everyone who cares about children and the environment to give kids time and space to grow up free of commercial pressures.”

This concern seems far more legitimate to me.  The idea of tying the marketing of an SUV as a green initiative suggests that the Lorax’s message is more needed than ever.

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The Lorax

The Lorax

Posted on March 1, 2012 at 6:30 pm

Adapting Dr. Seuss for a feature film is a challenge. The movies can capture his whimsical drawings and mischievous humor but they fail when they pad his storylines and jettison his rhymes.  Dr. Seuss had a genius for saying a lot with a little, which is one reason the half-hour animated television versions of his stories hold up so well.  But more is less when it comes to adapting Dr. Seuss, and in this latest, as in too many before, most of what is added is unnecessary, distracting, and nowhere near the quality of the original.

The Lorax applies all of the latest tools of technology with great skill and imagination and never match the standard of Dr. Seuess’ paintbrush on paper.  It is beautifully designed and makes great use of 3D. Unfortunately, it weighs down the story of the book, becoming something Dr. Seuss never was — heavyhanded.

The legendary Dr. Seuss wrote the story of The Lorax as a cautionary tale about environmental pollution and corporate greed in an era when the country was newly awakened to the dangers confronting our fragile ecological system. In the age of hippies and “flower power” and yearning for a return to nature, The Lorax fit right in.

In this expanded version of the story, twelve year old Ted (Zac Efron) has grown up in the town of Thneeville, where everything is “plastic and fake.” There is not one living tree, or even any place to plant a tree because the dirt has been covered up with plastic. The richest man in town, Mr. O’Hare, (Bob Riggle) makes his money selling bottled clean air (aided by large ruthless bodyguards and a corporate propaganda campaign). Mr. O’Hare believes that trees are a threat to his corporate profits because “trees make air for free.”

Ted daydreams of the beautiful young Audrey (Taylor Swift), and when Audrey wishes on her birthday that she could see “a real tree” rather than the plastic replicas in Thneeville, Ted sets out on a quest which gets him into all kinds of trouble and leads him on all kinds of adventures. (“If a boy does the same stupid thing twice, it’s usually for a girl.”) His exploits in the sewer system of Thneeville and outside the city limits are beautifully done. Ted’s quest takes him to an ancient hermit, the Once-ler, (Ed Helms) who tells the story of his long ago encounter with a strange woodland creature, the Lorax (Danny DeVito) who “spoke for the trees.” In a series of flashbacks the Once-ler explains how the trees were all killed off. The rest of the movie involves Ted, Audrey and Ted’s grandma battling corporate spies, security cameras and a brainwashed mob to see if trees can be restored. In a scene reminiscent of the recent animated classic “Wall-E,” there are wild chase scenes for the one last remaining seedling.

The Lorax is at its best when the animators are able to escape from the more heavy-handed aspects of the plot. Three singing, break-dancing goldfish provide a delightful background chorus to the action. The underground sewer system of Thneeville is a marvel of cartoon engineering. And there are some nice moments with Ted’s family, which seem to be inspired by the family in Carol Burnett’s old “Mama” skits from her variety TV show.

There is plenty of room for more animated parables sensitizing today’s young audiences to the importance of ecological concerns. However, Dr. Seus’ The Lorax would have been a better, more artful movie if its makers had exercised some artistic control and moderation over Dr. Seus’ manifesto from the opening salvos of the environmental wars.  The book itself emphasizes sustainability so that natural resources will be around for production of goods.  The film over-complicates the plot but over-simplifies the message.

Parents should know that this movie includes mild peril and themes of environmental destruction. Small children may find some of the exciting chases or the scenes of pollution a little intense.

Family discussion: Why did the Once-ler break his promise to the Lorax? Why did the citizens of Thneeville dislike trees? Would you be brave enough to do what Ted did?

If you like this, try: “Wall-E” and “Robots,” the Dr. Seuss book and the earlier and superior animated version with Eddie Albert as the narrator.

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Dr. Seuss’s “The Lorax” — The Book and the TV Movie

Dr. Seuss’s “The Lorax” — The Book and the TV Movie

Posted on February 29, 2012 at 3:38 pm

This week’s release of “The Lorax,” the Dr. Seuss story about protecting the environment starring Danny DeVito, should inspire families to read the the book and check out the animated television version with Eddie Albert as the narrator.

http://www.youtube.com/watch?v=23lHvYfaENw
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