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100,000 <em>Atlas Shrugged</em> DVDs Mistakenly Promote Self-Sacrifice
By
John Del Signore
Published Nov 11, 2011
Modified Nov 11, 2011
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By
John Del Signore
Published Nov 11, 2011
Modified Nov 11, 2011
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Ayn Rand's dogmatic 1957 novel Atlas Shrugged, beloved by simpleton frat boys and self-serving millionaires alike, was made into a movie that was released earlier this year to predictably derisive reviews. ("The dialogue seems to have been ripped throbbing with passion from the pages of Investors’ Business Daily," quipped Roger Ebert.) But Objectivism adherents were no doubt enthralled, and the DVD version recently hit shelves in a variety of different editions. There's just one slight problem: the copy on the DVD describes the movie as "Ayn Rand's timeless novel of courage and self-sacrifice comes to life..." That's right, "self-sacrifice"—the very thing that Ayn Rand spent her whole life fighting against!
"It’s embarrassing for sure and of course, regardless of how or why it happened, we’re all feeling responsible right now," Scott DeSapio, Atlas Productions’ COO and Communications Director, tells an Atlas Shrugged fan blog. "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."
The production company is planning to replace more than 100,000 title sheets on the DVDs, lest purchasers accidentally absorb some sick, twisted message of generosity. But what to do if you've already spent your hard earned money (what's left of it after taxes, anyway!) on the DVD? Thankfully, Atlas Productions has set up a web page for consumers of the DVD to request a replacement title sheet free of charge. The new title sheet will more accurately read "Ayn Rand's timeless novel of rational self-interest comes to life." Now they they just need to tweak it to "Ayn Rand's dated polemic about rationalizing selfishness comes to leaden life!" and it'll be really accurate.
[DISCLOSURE: We haven't actually seen the movie, we're just judging a DVD by its cover. Via Gawker]
Tagged
atlas shrugged
dvd
irony
objectivism
John Del Signore
Originally from the Albany area, John Del Signore has called NYC home since 1995. In addition to his thousands of meticulously-crafted bespoke blog posts for Gothamist, his writing has also been published in The Awl, Deadspin, The Nervous Breakdown, and performed at The Brick Theater in Brooklyn.
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Gothamist is funded by sponsors and member donations
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