I saw this film this weekend and had to post about it for our class. While my personal opinion is that this film is fantastic in almost every way, what I saw after the beautiful graphics and marvelous music wore off was less than pleasing. Specifically a car commercial claiming their car was "Lorax approved" using graphics from the movie. The entire film is a technicolor critique of big business and its negative effects on the environment as well as society. And yet, universal negated their point by making a deal with Mazda cars to allow their environmentally-friendly Lorax support the very thing it is battling in the movie. (By the way, the car it is supporting isn't even electric...it is still fueled by gasoline.) I was further disappointed to see at lunch the following day that Universal has also signed with iHop for children's meals that are "Lorax themed." While I don't have qualms with the movie itself (and highly suggest people to see it and give their opinions,) I was sad to see the exploitation of the film for profit on Universal's part as well as the companies that bought into it. The article that I have linked to above highlights the opinions of people who feel similarly, which is why I have posted it as my article of the week. I found the point in the article that there are other industries cashing in on the film to be enlightening as well. While I had seen the effects of children's movies being transformed into multiple forms of books, the fact that the book industry always exploits children's films hadn't occured to me. At the end of the day it would seem that while the Lorax is as relevant as ever, even it can't really fight the institution in which it is placed, that is our consumerist society always seeking to make the newest and best things, even if they are a fad like the Thneed. However, the fact that the Lorax can't completely succeed doesn't dishearten me when I remember the final words of the film (as quoted from the original Dr. Seuss book,) "UNLESS someone like you cares a whole awful lot, nothing is going to get better. It's not." and consider the fact that those are the word that children are taking away at the end. While the whole world may not change, that doesn't matter as long as those who do care begin to change and spread the awareness just as Dr. Seuss and the creators of this film.
Art-
The pop art of Kenny Scharf is interesting to read about, but his words about how to deal with the art world in which it is placed interests me more. He has been going "in and out of style" in the art world since the 80s (and right now he is back in.) Living this roller coaster of being the fad and being forgotten is one that all artists need to learn to accept if they are planning on having long standing careers, and it is a process that Scharf is all too familiar with. He now finds that it isn't worth worrying over, and would rather keep creating than worry about whether or not he'll be back on top again in the art world. This mentality is one that I think all aspiring artists should consider before entering the tumultuous art world. I think that Scharf's mentality also translates into his fun-loving work that is carefree in its presentation of things that speak to our culture. He uses images that he enjoys from our media and our popular culture to create work that is as fun loving as he seems to be, and works to give people joy upon seeing them. I think his concept is one that isn't explored enough anymore in the world of art that seems to take itself almost too seriously at times. As well as a society that takes itself too seriously.
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