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"Atlas Shrugged" DVD Grievously Mislabeled as Tale of "Self-Sacrifice"

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Today is supposed to be the day the DVD for the new film adaptation of Ayn Rand’s capitalism-celebrating tome, Atlas Shrugged, hits retail shelves. But if you happen to pass through a Best Buy or Wal-Mart, you probably won't find the film, and it’s not because some Occupy Wall Streeter has hidden it behind copies of Michael Moore’s Capitalism: A Love Story.
It turns out some 100,000 Atlas Shrugged: Part One DVDs are being replaced because of a grievous labeling mistake. In a “you couldn’t make this up” blunder, a synopsis was slapped onto on the DVD case that read: “Ayn Rand’s timeless novel of courage and self-sacrifice comes to life ...”

"Self-sacrifice" might sound benign to most, but the very notion flies in the face of the "rational self-interest" that the book advocates.
“It’s embarrassing for sure and of course, regardless of how or why it happened, we’re all feeling responsible right now,” said Scott DeSapio, chief operating officer for producer Atlas Productions, in a press release. He went on (random comma placement and capitalization original): “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 CEO of Atlas Productions, Harmon Kaslow, also chimed in: “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.”
Of course, conspiracy theorists could say that this was a publicity stunt orchestrated by Atlas's owner, John Aglialoro (who’s also the CEO of treadmill maker Cybex International) to drum up some attention for the film: Made on a budget of $20 million, Atlas Shrugged: Part 1 was released in select theaters in April and made a paltry $4.6 million. John Galt would be ashamed.
In spite of the losses Atlas Production suffered on the film, it will be proceeding with Atlas Shrugged: Part Two, and cameras will start rolling in early 2012, according to the Los Angeles Times. Let’s hope Part 2 will objectively (pun unintended) be a better movie than this one: Atlas Shrugged: Part One achieved a miserable 12% rating on RottenTomatoes.
POSITION:  No positions in stocks mentioned.