Aimed at younger audiences like recent hits Elf and Brother Bear, the Warner Bros comedy Looney Tunes: Back in Action will have to fight hard to win sustained audience support. The fast-paced film is entertaining in parts and could hold its own against stiff competition for couple of weeks. 

The film had the potential of turning into a bigger hit had it been more inventive and consistently funny. 

Far removed from the 1988 classic Who Framed Roger Rabbit, the kid friendly Looney Tunes: Back in Action has enough ammunition to entertain young audiences, specially the pre-teens. Some of the movie's references to Hollywood tie-ins and movie classics might fly past young heads.

The film, which brings together animated entertainers with human characters, begins unfolding on the Warner Studio back lot and sends the celluloid heroes on an adventure that takes them from Hollywood to Las Vegas, Paris and the African jungles. Among their quest is a missing father and the mythical Blue Monkey diamond.

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Directed by Joe Dante, whose Gremlins and Innerspace were medium-sized hits aimed at younger audiences, Looney Tunes won't bore the adults because of the several delightful digs it has at Hollywood's way of conducting focus studies, script analysis, marketing and going after the profits.

Ironically, Looney Tunes is not very different from the movies it makes fun of. Aren't the filmmakers here trying too hard to milk a brand of characters made famous by Warner?

Looney Tunes has several imaginatively conceived sequences. Like when Daffy and company go through the masterpieces at Louvre assuming the postures of some of the more famous artefacts. Had the film offered more such moments, it would have turned into something different and better.

Studio executive Kate Houghton (Elfman) orders dumping veteran cartoon actor, Daffy Duck (Joe Alaskey) because he is not a saleable anymore. Daffy's long-time rival Bugs Bunny (Alaskey, again) is bemused by his rival's problems but gets worried when Daffy won't give up.

Daffy befriends DJ (Brendan Fraser), a studio guard, who is dreaming of becoming a big stuntman. When the two learn that DJ's kidnapped father (Timothy Dalton) could be a secret agent, they head off in his search.

Kate and Bugs too begin their own pursuit --- they are after DJ and Daffy. Obviously, they want Daffy back.

The film continues to introduce more colourful characters as the chase continues. These include Dusty Tails (Heather Locklear), a sexy casino entertainer; a sci-fi lab run by an eccentric scientist (Joan Cusack).  And then there is The Chairman (Steve Martin) who is having fun sending up some of the famous villains in the movies.

Mr Chairman seeks the magical Blue Monkey diamond. He plans to carry out a scam that will transform people into monkeys to make his crummy products and then changing the monkeys back into people to buy the products.

Some of the performers including Elfman, Fraser and Cusack are fairly amusing but more was expected from Martin who is often very hammy.

Credits:
Cast: Jenna Elfman, Brendan Fraser, Joe Alaskey, Steve Martin, Timothy Dalton, Heather Locklear, Joan Cusack
Direction: Joe Dante   
Writer: Larry Doyle     
Rating: PG for some mild language and innuendo.       
Running time: 1 hour 25 minutes
Distributor: Warner Bros.