It's because the DVD packaging reads, "AYN RAND's timeless novel of courage and self-sacrifice comes to life..."
Harmon Kaslow, CEO of Atlas Productions and Producer of the film stated "As we all well know, the ideas brought to life in Atlas Shrugged are entirely antithetical to the idea of 'self-sacrifice' as a virtue. Atlas is quite literally a story about the dangers of self-sacrifice. The error was an unfortunate one and fans of Ayn Rand and Atlas have every right to be upset... and we have every intention of making it right." So the company is recalling all the unsold copies and offering anyone who may have bought a copy of the DVD a new cover that reads, "AYN RAND's timeless novel of rational self-interest comes to life..." The COO of Atlas Productions sounds like he's still in shock.
"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."
Despite my sympathies to some of the philosophies of Ayn Rand (primarily in terms of anti-collectivism, and celebration of achievement), I found the film to be a terrific mediocrity. And no, I wasn't happy about its massive failing. I'd love to see more investors like Mr. Kaslow out there putting money into films that celebrate the individual, as opposed to the sloshing mediocrity of the mob.
But you can't really celebrate achievement of the individual through art if there's no individual artist at the helm with his own singular vision.
Didn't the director of this atrocious thing look at the DVD packaging and design? Did he even care to ask to?
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