Wednesday, April 20, 2011

Atlas Shrugged: Demand Outstripping Supply?

In which there is hope for the Republic after all:

The power of Ayn Rand devotees has impressed some Hollywood distribution executives, who took note of the hefty $5,640 per-theater average scored by “Atlas Shrugged: Part 1” during its opening weekend.

“Shocking,” one executive said about the healthy business the low-budget film has been doing, considering its “awful” marketing plan.

Awful or not, business has been brisk enough for producers Harmon Kaslow and John Aglialoro to expand from 299 theaters to 425 this weekend and to 1,000 by the end of the month. They don’t have enough film prints to fill all the orders...

....“People are hungry for what these characters are saying,” he [producer John Aglialoro] said. “They’re telling the government, ‘Don’t entitle me with your gifts and your involvement in my life, because there’s a price I’ll pay for that. Just leave me alone. Let me hang onto my life and pursue my passions and rational self-interest. That’s what will benefit society.’ ”

Merchandise, he said, is helping the cause. When Aglialoro obtained rights to the movie 18 years ago, he also got rights to sell such items as T-shirts, mugs, posters and even jewelry, though not dolls, video games and other “interesting exceptions.”

On Wednesday, the website was sold out of its most expensive item: a $159 bracelet made of “Rearden Metal,” a replica of the one heroine Dagny Taggart (Taylor Schilling) wears in the film.

“The merchandise has taken off like we couldn’t believe,” he said. “We’re shipping to every continent.”

While I'd never thought I'd live to see the day when America would elect a socialist president, in my wildest dreams I could never imagine "the rebellion" taking the form of bracelets of Rearden Metal...

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