You, ma’am and sir, are lying if you said you predicted the opening weekend success of Dr. Seuss’ THE LORAX which debuted over the weekend with a strong $70.2 million at the box office. As we pointed out earlier, the film’s marketers had to find a delicate balance between doing their job and the story’s green message of environmentalism. Whether or not they succeeded is debatable, but the numbers “70″ and “millions” made some people really happy. As MSNBC reports:
A big-budget kid film almost always means a partnership with a fast food giant, and plastic toys stuffed in kids’ meals, right? Not in the case of the upcoming DOCTOR SEUSS’ THE LORAX. Given the source work’s environmentalist theme, Universal Pictures decided that such promotional practices might come off as kind of crass.
“I am the Lorax. I speak for the trees. I speak for the trees, for the trees have no tongues.” — Dr. Seuss’ The Lorax
Almost anyone who was a child in the last forty years probably received their first introduction to environmentalism through Theodore Geisel’s (aka Dr. Seuss) classic 1971 book The Lorax. A year after its publication, the story came to the small screen; now, according to Variety (and a few green blogs), a feature-length version of the story is set for a March 2, 2012 release (which is also Geisel’s 108th birthday).