Once upon a time, a lovely young woman named Jay flew first class. Yup, all those travels, and it was just the one time. I don’t even remember where we were going. What I do remember: 1. it was an early morning flight 2. the breakfast was good 3. I had a mimosa 4.The Lorax was playing 5. I almost immediately fell asleep and missed the whole thing. I think we got a pretty good deal on the upgrade but still, it was disappointing to have slept through all the luxury. Of course, it was probably only because of the luxury (read: space) that I could sleep. Still. I kicked myself. I kicked Sean too; he also slept, though it’s a less a rarity for him.

But all this time, I’ve wondered: is The Lorax boring, or did I just fall asleep because it was a 6am flight and I was incredibly tired?

The Lorax is based on a Dr. Seuss story in which a 12 year old boy, Ted (Zac Efron), decides to impress a girl, Audrey (Taylor Swift), by bringing her a tree. A real, live tree. Which no longer exist. They live in a place where the trees were replaced long ago by sculptures of plastic lit up by dozens of C batteries. Their whole town is utterly devoid of nature. They’ve been denuded. But Ted has a pretty big crush on this chick Audrey so he treks out to an isolated home where he meets the elderly Once-ler (Ed Helms), the one responsible for the world’s current problems. As a young man he was so determined to have his company succeed that he thought nothing of cutting down all the trees. He butted heads with the guardian of the forest, The Lorax (Danny DeVito), but he wouldn’t change his mind until it was too late. And the thing about too late is that it’s true to its name: too late.

Sean asked me how heavy-handed the environmentalism theme was, but I actually consider it to be more anti-capitalist than anything. The Onceler’s greed costs them everything. And yet this kid-friendly, animated family film is basically one long commercial, replete with product placement, basically neutering its message.

The animation is lovely. Illumination has done several Dr. Seuss adaptations at this point and they’re pretty adept at the translation. Their trees look like swirls of cotton candy. The town is fairly bursting with brilliant details. And yet once again this film has failed to truly grab me.