“Avatar,” the top box office film of all time, had to leave theaters early to make way for “Alice in Wonderland,” so it is coming back in August with eight minutes of new footage. 20th Century Fox says,
On August 27, return to Pandora and re-experience James Cameron’s History-Making Epic film, with more than Eight Minutes of Never Before Seen Footage- exclusively in Digital 3D and IMAX® 3D. Since – and largely as of result of – AVATAR’s release last December, the number of available digital 3D screens has exploded, and moviegoers who missed experiencing the film in 3D, as well as fans that want to return to Pandora again, will now have that opportunity.
That teaser trailer with the plastic wind-up fish floating across a desert road was intriguing, so I was glad to see more about next spring’s release, “Rango,” starring Johnny Depp.
It sounded promising, with Sam Mendes (“American Beauty”) as director and Peter Morgan (“Frost/Nixon” and “The Queen”) as writer, with Daniel Craig returning and, perhaps most intriguingly, Oscar-winner Rachel Weisz as the villain. But the status of the next James Bond movie has been shifted from on hold to canceled entirely. Has Jason Bourne done what all those bad guys could not? Has he wiped out James Bond? Have modern, shaky camera, gritty spy movies and mundane real-life spy stories like the recent arrests of deep cover Russian spies in the suburbs made it impossible for us to enjoy the glossy elegance of the Bond series after 22 films? Or can he be re-booted again, even re-Bourne?
The Guardian’s film blog has a good discussion about Bond’s future prospects. On one hand, James Bond is one of the world’s great brands, with all-but-guaranteed box office sales. On the other hand, the recent entries in the series, arguably everything since Sean Connery, have been infomercials stuffed with product placement and mired in retro notions of glamor that are uncomfortably outdated.
I don’t doubt that Bond will be back. The franchise still has value. But this stumble should be an opportunity to refocus on story, not stunts, and entertainment, not product sales.
The Campaign for a Commercial-Free Childhood has a sobering blog post from Michele Simon about the latest F is for Fat release, an annual report from the Trust for Healthy Americans. The Trust describes itself as Trust “a non-profit, non-partisan organization dedicated to saving lives by protecting the health of every community and working to make disease prevention a national priority.” Its board of directors is headed by former Senator Lowell Weicker and filled with medical professionals and public health experts. So how does PepsiCo CEO Indra Nooyi get two pages in the report for corporate PR about how Pepsi is going to play a part in promoting healthy eating? And, as Simon points out Pepsi says this:
We firmly believe companies have a responsibility to provide consumers with more information and more choices so they can make better decisions… I believe the food industry can play a leading role in this area. In fact, we must play a leading role… It’s a challenge, but increasingly PepsiCo and other companies recognize and accept our responsibility to help our associates and consumers succeed.
while it pours hundreds of millions of dollars into fighting efforts to counter the effects of sugary, high-fat food products like those sold by Pepsi?
Harold Goldstein, executive director of the highly effective non-profit, California Center for Public Health Advocacy describes what Nooyi left out of her statement:
She doesn’t mention the highly sophisticated multimillion dollar national marketing and lobbying campaign they have undertaken to promote themselves as good corporate citizens and undermine efforts to establish state and local policies to reduce consumption of sugar sweetened beverages, which have been the single leading contributor to the obesity epidemic.
The Trust for Healthy Americans should be calling for more accountability from the makers of sodas and snack foods, not giving them a place for vague platitudes masking actions that undermine the very efforts they claim to support.