The company behind the film Atlas Shrugged Part 1 is replacing 100,000 title sheets from the film's newly released DVD and Blue Ray versions because the copy writer incorrectly described the late Ayn Rand's 1957 novel, Atlas Shrugged, as a story of "self-sacrifice."
Put simply, that's like calling Michael Moore a tea partier.
Rand, who in 1964 published a collection of essays called the The Virtue of Selfishness, renounced self-sacrifice on principle. She famously argued that altruism must be rejected "if any civilization is to survive."
As the producers noted in an apology announcement, Rand's work extols "a society driven by rational self-interest." On the back of the film's retail DVD and Blu-ray however, the movie's synopsis contradictorily states "AYN RAND's timeless novel of courage and self-sacrifice comes to life...'"
In the words of Texas Gov. Rick Perry: Oops.
The film's producers, however, were transparent about their mistake and seem to be taking it in stride.
"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, a spokesman for Atlas Productions, which released the movie in theaters earlier this year. "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 set up a website so people can replace the title sheet that will say, "AYN RAND's timeless novel of rational self-interest comes to life," a far more apt description of Rand's work and philosophy.
Atlas Productions is planning two more installments in the series, the second of which will be released next year.
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