Typically, when a major animated movie like “Dr. Seuss’ The Lorax” hits the local multiplex, it comes saddled with a slew of merchandising tie-ins. At least one of which inevitably leads beleaguered parents to a fast-food restaurant to procure a plastic toy stuck to a cheeseburger for their cinematically influenced children.
“Dr. Seuss’ The Lorax,” which arrives in theaters on March 2, is not lacking for marketing tie-ins – the Associated Press reports that Universal Pictures has amassed close to 70 “launch partners” for the film – only these connections will direct you towards Whole Foods Markets and Energy Star stickers.
It all makes perfect sense, since in Suess’ original book “The Lorax,” the title character defends trees against the evil and mysterious character, “Once-ler.” On the movie's official webisite, there's an entire page dedicated to green tips and activities.
For Whole Foods Markets, it’s been a lot of pre-release promotion, with the chain hosting a Facebook contest for kids, with the grand prize being a private screening. Whole Foods has also been holding pre-screenings and giving away tickets for the movie around the country. The Associate Press also mentions how the Lorax character will “promote” their Energy Star label for low-power appliances in the film, and the creation of a new “Lorax Approved” sticker to be utilized by household products producer Seventh Generation. The compay is also creating a special Lorax scrapbook.
"It's important to connect these dots between energy savings and efficiency and a cleaner environment," said EPA administrator Lisa Jackson to AP. "Bringing together the Lorax and Energy Star is a great venue for doing that."
The movie’s pro-green message is even having an affect on its’ stars, like pop music sensation Taylor Swift, who voices a character in the movie.
“If you take a bath, it’s twice as much water as taking a shower,” Swift told the U.K.’s “Daily Express” about the eco-conscious awakenings she had while working on the film recently. “Things like while you’re brushing your teeth, turn the water off and turn out all the lights in your house. Don’t use things when you don’t need to.”