The people behind 2011’s “Atlas Shrugged” movie adaptation (yes, they finally released the movie and no, nobody saw it) were “mortified” to discover that the DVD packaging for “Part 1” billed the film as a story of “courage and self-sacrifice.” As every Randbot knows, self-sacrifice is sacrilegious in the world of Ayn.
A statement from the production company responsible for “Atlas Shrugged” explains:
The 1957 novel, Atlas Shrugged, is known in philosophical and political circles for presenting a cogent argument advocating a society driven by rational self-interest. On the back of the film’s retail DVD and Blu-ray however, the movie’s synopsis contradictorily states “AYN RAND’s timeless novel of courage and self-sacrifice comes to life … ”
“It’s embarrassing for sure and of course, regardless of how or why it happened, we’re all feeling responsible right now,” says Scott DeSapio, Atlas Productions’ COO and communications director. “You can imagine how mortified we all were when we saw the DVD but, it was simply too late—the product was already on shelves all over the country. It was certainly no surprise when the incredulous emails ensued. The irony is inescapable.”
Atlas Productions has pledged to replace the title cards of up to 100,000 DVDs and Blu-ray discs.
Who will bother taking it up on such an offer? Don’t underestimate Ayn Rand fans. They are a devoted bunch.
Consider this: “Atlas Shrugged” came out in April. It took home a negligible $4.6 million at the box office and only 12 percent of critics as canvassed by Rotten Tomatoes thought it was worth seeing. However, the movie gets an 80 percent audience approval rating. That’s an awfully big disparity, but then that’s to be expected from the Randzone, where up is down, bad is good and selfishness is a virtue.