With The Lorax, the entertainment industry and the federal government have joined forces to produce a candy-colored dollop of castor-oil. This woeful would-be message movie is about as jaw-dropping as a notable previous Potomac/Pacific joint effort — the pro-Stalin film Mission to Moscow ordered up by Franklin Roosevelt in 1943.
Dr. Seuss’ Lorax is a furry orange forest gnome who carries an overt anti-industry, anti-capitalist, pro-environmentalism theme, and in an effort to look as though they practice what they preach the backers of the film have lined up deals with supposedly green and eco-friendly outfits such as the detergent maker Seventh Generation, which is hawking a Lorax-branded bottle made of recycled paper. (Question: did anyone bother to measure the relative carbon emissions of making a plastic bottle versus making one out of paper, or is the overall feeling of groovy virtue all that matters?)
Another notable Lorax partner is the Environmental Protection Agency, which you might think (or fear) would have bigger things on its mind than promoting a big-screen cartoon, but the combination of Hollywood glamour (Zac Efron and Taylor Swift are in the cast) and the opportunity to push early propaganda on little minds proved irresistible to the EPA, which is using the Lorax brand to hype those supposedly energy-efficient appliances that never quite seem to deliver on their promises.
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*"The Outlaw"
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