Friday, June 02, 2006

Fast Food Giants Ready Themselves for Fight

McDonald's and other fast food industry giants are apparently readying themselves for the backlash and battle that's sure to arrive with the release of FAST FOOD NATION (watch the trailer below). Based on Eric Schlosser's terrific and compelling book about how that fast food burger and fries gets to your mouth, it's been portrayed as a JUNGLE for the 21st century, packed with scary details and stomach-turning descriptions.

Naturally, this isn't the first war of words the industry has had to deal with. Morgan Spurlock's award-winning documentary SUPER SIZE ME took it to the corporations and delivered a wallop. Though they will deny the connection till their dying days, McDonald's pulled the "Super Size" option on their value meals shortly after the film's release and bolstered their roster of "healthy" alternatives like salads. Yep, as I said to Chris last night, when I think edamame and apple slices I think Golden Arches.

FAST FOOD NATION, slated for release in October, is a fictionalized account based on Schlosser's book. Directed by DAZED AND CONFUSED director Richard Linklater, the film stars a bevy of Hollywood B and C listers, including Wilmer Valdarrama, Ethan Hawke, Greg Kinnear, Luis Guzman, Patricia Arquette and Kris Kristofferson. Not exactly the cast of THE PLAYER, but what are you gonna do?

McDonald's execs and other industry honchos are probably hoping the flick receives the critical smackdown (and box office indifference) of Linlater's ill-advised BAD NEWS BEARS remake and not the kudos (and boffo bucks) showered upon SCHOOL OF ROCK.

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