‘Mr. Magorium’s Wonder Emporium’ Vying to Break Guinness World Toy Record

I was informed on Wednesday that Walden Media and Fox Walden are vying to break the Guiness World Record for the largest toy drive. They intend to amass 12,000 pounds of toys from Nov. 6 to 12.

The Guiness World Record is calculated based on the most toys collected within a week as valued by total weight. The film companies are working with Toys for Tots to reach the goal.


The buzz-building excercise is timed to the holiday release of “Mr. Magorium’s Wonder Emporium,” which is written and directed by Zach Helm. The film stars Dustin Hoffman, Natalie Portman, Jason Bateman and Zach Mills.

“What an incredibly special way to bring some of the magic from this movie off the screen and into the lives of children this holiday season,” Portman said in a statement.


“Mr. Magorium’s Wonder Emporium”
Photo credit: IMDb
“Toy chests” will be placed in movie theatres, schools, libraries, community centers and businesses throughout New York, Los Angeles, Chicago, Dallas, Miami, Boston, Atlanta, Denver, Seattle and Washington, D.C.

Each market has a goal to collect at least 1,200 pounds of toys. Fox Walden will also conduct an online campaign that allows people across the country to build a toy online.

The film, which is a Walden Media and Mandate Pictures co-production, opens on Nov. 16.

Is Visa in Cahoots With ‘Mr. Magorium’s Wonder Emporium’ or Sheer Coincidence?

This is either a case of subliminal product placement, sheer coincidence or unadulterated thievery.


“Mr. Magorium’s Wonder Emporium”
Photo courtesy of IMDb
What does the “Mr. Magorium’s Wonder Emporium” film trailer have in common with Visa’s new, happy-go-lucky “juggling” commerical?

1) They use Danny Elfman’s “Pee Wee’s Big Adventure” theme.
2) They’re both set in similiar toy stores.


Visa’s currently running “juggling” advertisement.
Screenshot created by Adam Fendelman from Visa’s TV spot
It’s possible that creative folks from two starkly different groups imagined up similiar campaigns using precisely the same song. It’s possible they were designed to go public at the same time completely unacquainted with what was in the works at the other camp.

Of course, it’s also certainly possible this isn’t a coincidence at all. Time will tell. See the movie trailer here. See the Visa ad here (scroll down to the “View ‘Juggling’ TV Commercial” link).

The Walden Media and Mandate Pictures co-production starring Dustin Hoffman, Natalie Portman and Jason Bateman and written and directed by Zach Helm opens on Nov. 6.

‘Hotel Chevalier’ Short to Join ‘The Darjeeling Limited’ Feature in Theaters on Oct. 26

While “Hotel Chevalier” (Wes Anderson’s short film) so far has only been available online and hasn’t shown as part of “The Darjeeling Limited,” Fox Searchlight Pictures announced on Tuesday that the two will be joined in theaters starting on Oct. 26.


“Hotel Chevalier” features Jason Schwartzman along with Natalie Portman’s first big-screen derrière time.

“The Darjeeling Limited” mainly features Schwartzman, Owen Wilson and Adrien Brody with cameos by Portman and Bill Murray. Anjelica Huston plays the mother of the trio. The film was written by Anderson and Roman Coppola. Anderson directs.

“[Anderson] has crafted a brilliant companion piece to ‘The Darjeeling Limited’ [that adds] to an already engaging and funny film,” said Fox Searchlight Pictures President Peter Rice in the Tuesday statement.

He added: “After generating enormous buzz from festivals worldwide, we are thrilled to be showing these two films together in theaters for the first time.”

The short has been a popular download on iTunes during its monthlong availability, which ends on Oct. 23. The film together with the short will expand into approximately 650 theaters.

“The Darjeeling Limited” had its premiere as the opening-night film of the New York Film Festival on Sept. 28. To date, it has grossed about $3.9 million on just 200 screens.

“Hotel Chevalier” was shot on location at the Hotel Raphaël in Paris about one year before “The Darjeeling Limited” feature. Our full review of “The Darjeeling Limited” can be found here.

Free iTunes Download Link Surfaces to Wes Anderson Short ‘Hotel Chevalier’

Wes Anderson’s short film “Hotel Chevalier” (part one of “The Darjeeling Limited”) is now available for free via iTunes.

Immerse yourself.

9:35 p.m. update on Sept. 28: Several people from outside the U.S. have written in and informed me that they can’t view this iTunes video from outside the U.S. For those people, you can view it here.

Wes Anderson Short ‘Hotel Chevalier’ to Premiere at Four Apple Stores on Sept. 25

I learned on Monday that Wes Anderson’s short film “Hotel Chevalier” (part one of “The Darjeeling Limited”) will exclusively premiere in four select Apple stores on Tuesday, Sept. 25.


Writer and director Anderson, actor Jason Schwartzman and actress Natalie Portman will appear in the New York Apple store in SoHo to introduce the film and host a short Q&A following the screening.

At 9 p.m. that evening, “The Darjeeling Limited” co-writer Roman Coppola will introduce the short at the Apple store on Michigan Avenue in Chicago.

The after-hours events will also take place at the Third Street Promenade Apple store in Santa Monica, Calif. and the Apple store in San Francisco’s Union Square.

Starring Schwartzman and Portman, “Hotel Chevalier” is a short film set in a hotel room in France. It is the brief coda to a doomed romance and the prologue to “The Darjeeling Limited”.