Shrek Forever After (Mitchell, 2010)

I am periodically re-publishing the posts that I want to preserve from the previous incarnation of this blog, just in case I ever lose control of that site or it vanishes. What follows was originally published on 2 July 2010 on betweensympathyanddetachment.blogspot.co.uk.

This blog contains spoilers.

The Shrek franchise has always riffed on surrounding culture to humorous effect. And like most contemporary franchises, it surrounds itself with merchandise: action figures, duvet covers, video games, clothes. This sort of activity has been around for a long time. However, I discovered this evening another form of diffusion/repurposing that is at least a little newer. There is a particularly memorable ‘turn’ early in the movie, and at what turns out to be a crucial narrative juncture, which involves a young boy, reminiscent of Augustus Gloop in Willy Wonka & the Chocolate Factory, repeatedly demanding that Shrek ‘do the roar’. The repetition, editing pattern and timing of this in the movie make it very funny. And ‘do the roar’, a web search reveals, has, to use an ostensibly vague trio of words which in fact precisely captures the nature of the phenomenon we are faced with, ‘become a thing’. When I google ‘shrek do the roar’ this is what I get: http://tinyurl.com/shrdtr. There is a YouTube video that re-edits the movie to MC Hammer’s ‘U Can’t Touch This’, to great effect. There is a link to a Facebook group page which bears the following description: ‘Welcome to a Facebook Page about The kid from shrek who says “Do the Roar!” Join Facebook to start connecting with The kid from shrek who says Do the Roar!“‘. And, perhaps inevitably, there is an iTunes App: ‘Do The Roar, will allow anyone to annoy Shrek, and cause him to bellow out his enormous Ogre roar. Use Butterpants to help you annoy Shrek,‘ And those are just the first three hits!

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