Animated movies make a bundle on commercial tie-ins, but "The Lorax" presented something of a challenge for Universal. After all, you can't have plastic replicas of Dr. Seuss' champion of the environment piling up in a landfill somewhere. The studio found a way to cash in by greenwashing its licensing with help from the EPA and Whole Foods.
How do you make the best movie of the year -- possibly the decade -- and still get pummeled at the box office by Ben Stiller and a CGI dinosaur? Sheerly Avni, Truthdig's movie critic, lays it out in 10 easy steps.