The one good review
, from Variety's Scott Foundas, could not rescue Smurfs 2
from a weak domestic opening. But it's doing OK abroad
, and its $150m production budget was reportedly covered in full by product placement
. The advertising is incessant, say reviewers: from Gargamel's everpresent tablet PC to a duck that "urges a strolling couple to buy a Prius
"This is basically stone-cold Sony product," writes Mike McCahill in The Guardian, a sentiment echoed by Steve Davis in the Austin Chronicle: "We’ve come a long way from Belgian comics artist Peyo’s original vision."
Which was, of course, crypto-Marxist utopianism.
A smurf in the Andalusian village of Juzcar, near Malaga, southern Spain. Photo: REUTERS/Jon Nazca
In 2011, painters coated the picturesque Spanish village of Juzcar in the smurfiest blue they had, all to promote the tiny blue creatures' cinematic debut. This week the town decided to keep the paint job permanently, all thanks to the unexpected tourism boom it triggered.
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Some of Belgian artist Peyo's early drawings are headed to the auction house, where they are expected to fetch $160,000 or more. [Reuters]