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Madagascar 3: Europe's Most Wanted 3D
Alex the Lion, Marty the Zebra, Gloria the Hippo, and Melman the Giraffe are still fighting to get home to their beloved Big Apple and of course, King Julien, Maurice and the Penguins are all along for the comedic adventure. Their journey takes them through Europe where they find the perfect cover: a traveling circus, which they reinvent - Madagascar style. In 3D at select locations.
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Is it safe to say that a studio has officially, obnoxiously overdone a movie’s marketing when a review cannot help but discuss the commercials first? Yes, the kids and I laughed (not inappropriately, hopefully) the first couple of times we saw Chris Rock’s “Madagascar 3” ad spot with Marty the zebra doing his circus-afro shtick. For all his sociopolitical savvy, Rock also knows silly, and he made it work. But I wish we had kept count of how many times per day we would end up seeing the thing over the next several weeks. Six? Ten? Way too many, certainly, for a gag so fragilely dependent on the Gilbert Gottfried School’s loud-is-funny paradigm. You can picture the DreamWorks corporate confab: “OK, the kids respond to move-it, move-it repetition — give us something else repetitive, and let’s get herding.” It wasn’t just desperate, it was insulting.
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