Whilst Pixar's latest triumph WALL-E is sold as a classic love story, you can't ignore the real message behind the action, about Earth's citizens running it into the ground. But a few paper tray liners doesn't matter, does it?,
What WALL-E lacks in his limited speech of synthetic sounds, beeps and whistles, he more than makes up for with a powerful message of caring for our planet. It’s not quite as overstated as a 90-minute power lecture from Al Gore, but it’s definitely there.
So, when you visit Backlot Express restaurant in Walt Disney Studios Park this Summer, you’re bound to feel more than a little guilty as you take your tray.
Because, not only will you be picking up food in plastic wrapping and a drink from a plastic bottle you’ll likely throw away in a few minutes, the people in charge of the Buena Vista-Disneyland crossovers (yes, the same movie distribution/park crossovers that brought us the famous Disney Studio 1 billboard) have thoughtfully lined your tray with a large sheet of crisp white A3 paper.
On it, you’ll find an advertisement for WALL-E — featuring the robot presenting a windmill to his love, Eve — and a message to visit the Shutterbugs photo studio inside Disney Studio 1. Here, you can pose against the green-screen backdrop to be transplanted into the world of WALL-E for a souvenir photo.
So first Buena Vista International ruined Studio 1, are they now going for the Earth?
It’s inevitable that a film with the agenda of WALL-E will come under fire for not practising what it preaches amongst the mountains of merchandise and marketing materials that need to be produced, but using literally tens of thousands of sheets of un-recycled paper to advertise it is rather an unfortunate decision. Luckily, Disneyland Resort Paris does claim to sort and recycle the vast majority of its waste, and has a very good record for doing so, but in this case did that waste need to exist in the first place?
On the opposite end of the AXIOM, the advertising for WALL-E in the park began with just three or four single posters outside Backlot Express, together seen by more people than these thousands of paper sheets put together. Even the guys at Walt Disney Records have given the film’s underlying message some thought — your soundtrack CD won’t arrive in a plastic case but with a cardboard wallet and paper booklet produced from 100% recycled materials.
Rather a more Earth-friendly way to do things, wouldn’t you have thought?
[Pictures: DLRP Today.com; WDSfans.com]