February 16, 2012

"The Lorax" Picks His Friends Carefully

Universal Pictures' whopping 70 promotional partners for "The Lorax" movie (in cinemas on March 2) are, by almost (ahem) universal media consensus, a refreshing change from the usual band of burger and chicken chains. The studio has rejected the predictable strategy of putting plastic toys in happy meals (which are notorious for their, um, environmental impact), and will instead work only with organizations that embody the anti-industrial and pro-tree message of Dr. Seuss' classic children's tale.

It's a list that will shake corporate America to its core, giving valuable airtime to anti-establishment upstarts including HP, Mazda, Comcast, DoubleTree by Hilton, Pottery Barn Kids and IHOP.

Disingenuous PR spin notwithstanding, "The Lorax" is putting his weight behind the EPA, Whole Foods Market, Stonyfield Farms and a few other great and good organizations, which is wonderful.

And the movie will be awesome.

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