So it proved to be: the studio buckled. And therein lies a story of how new Internet tools are allowing very ordinary people to defeat some of the most powerful corporate and political interests around — by threatening the titans with the online equivalent of a tarring and feathering.
Take Ted Wells’s [at left], fourth-grade class [14 kids] in [the Park School] in Brookline, Mass. The kids read the Dr. Seuss story “The Lorax” and admired its emphasis on protecting nature, so they were delighted to hear that Universal Studios would be releasing a movie version in March. But when the kids went to the movie’s Web site, they were crushed that the site seemed to ignore the environmental themes.
So last month they started a petition on Change.org, the go-to site for Web uprisings. They demanded that Universal Studios “let the Lorax speak for the trees.” The petition went viral, quickly gathering more than 57,000 signatures, and the studio updated the movie site with the environmental message that the kids had dictated.
“It was exactly what the kids asked for — the kids were through the roof,” Wells told me, recalling the celebratory party that the children held during their snack break. “These kids are really feeling the glow of making the world a better place. They’re feeling that power.” ....