LORAX JUST WHAT THE DOCTOR ORDERED FOR UNI

Universal Pictures and Illumination Entertainment are joining forces to turn the Dr. Seuss book “The Lorax” into a 3-D CG animated feature.

“Dr. Seuss’ The Lorax” will be co-directed by Chris Renaud and Cinco Paul & Ken Daurio, with Paul & Daurio writing the script.

Though published in 1971, “The Lorax” has a timely “green” theme. It is narrated by a greedy entrepreneur who, despite warnings from the tree-loving Lorax, strips a forest of its stock of Truffula trees to manufacture clothing. The results are catastrophic as all the animals leave and nothing’s left.  

The picture is targeted for a March 2, 2012, release, which falls on the  birthday of Theodor Geisel, who died in 1991.

Illumination topper Chris Meledandri will produce and Audrey Geisel will be executive producer. Illumination’s John Cohen and Janet Healy will also be involved in producing capacities.

“Ted Geisel was prescient in an uncanny way when he wrote the book and explored themes of greed and how that can lead to the destruction of the environment,” Meledandri told Daily Variety.

Aside from being the Dr. Seuss brand back to the Universal fold--the 2000 release "How the Grinch Stole Christmas!" grossed nearly $350 million worldwide--the deal allows Meledandri to continue a relationship with Geisel that began with “Horton Hears a Who,” the animated film that Meledandri put together when he ran Fox Animation. He left to form Illumination as a family film division for Universal.

“This is a big movie, but it’s also reflective of the company’s strategy, and the notion of collaborating with a creative team and building long term relationships,” he said.

Paul & Daurio, who wrote “Horton Hears a Who” and make their directorial debut on “Lorax,” have separately signed an exclusive four-year writing and directing deal with Illumination, a pact that comes after they wrote “Despicable Me,” which Renaud co-directed with Pierre Coffin. They also scripted "I Hop," the live action/CG film that Universal has set for March 4, 2011 release, with Tim Hill ("Alvin and the Chipmunks") directing, and Russell Brand providing the voice of the Easter Bunny.

Renaud makes “Lorax” the second film in a three-picture exclusive directing deal with Meledandri. 

Universal Pictures chairmen Marc Shmuger and David Linde, who brought Meledandri over to establish a family film stronghold for the studio, said they were sparked to see "Chris and Illumination continue to grow with this beloved, incredibly timely, classic. There is no one better to tell the tale of the Lorax than Illumination."