Appearing in theaters on the eve of the 2008 financial crisis that would make clear a disjunction between physical assets (like homes) and the market for intangibles (like derivatives) with which they were becoming increasingly bound up, WALL-E aims in part to assess imminent crises both economic and ecological by linking BnL's productless information economy aboard the starship Axiom to the concrete, devastated infrastructures on Earth that underwrite this economy. At once an allegory for Pixar’s corporate history and brand identity, WALL-E also registers concern about the economic configuration of brand value itself-namely by foregrounding the relation between the fictional megabrand Buy n Large’s immaterial assets and their material contexts. This essay reads Pixar’s ecocatastrophe narrative WALL-E (2008) as an extended meditation on the spatial and economic character of the brand.
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