He does this by making the entire movie about getting the funding for the movie he's making and you're watching. Basically it's Spurlock attending product strategy meetings in an attempt to sell the rights to specific parts of his film like the official airline, official beverage, official gas station, and so on. For example, the movie is called POM Wonderful Presents: The Greatest Movie Ever Sold because he sold the naming rights to POM Wonderful during a scene in the movie. The movie is referred to as the “Inception” of documentaries at one point, and it's a good comparison. This movie's about making the movie we're watching, and it lends a sort of mind bending nature to the proceedings, made even more eerie for me because the marketing for this film hadn't even started when I saw it.
Spurlock is content to let experts talk about branded entertainment, and he doesn't point fingers. Several Hollywood heavyweights such as Peter Berg and Big Boi from Outkast have some wonderful insights about art and commerce, and how maybe being a “brand” isn't too bad of a thing after all.
And this is all hilarious, too. I'd argue it's the funniest documentary of all time, and that includes documentaries about comedians. Every graphic and joke pops, and the movie is delightful in the “You get to see how sausages are made” sort of way. It's refreshing to see a generally upbeat, thoroughly enjoyable, thought provoking film.
"POM Wonderful Presents: The Greatest Movie Ever Sold" is worth the price of Admission. It may simplify the issues and not probe particularly deep, but I for one welcome this new genre headed up by Spurlock, the “Popcorn Documentary.”
"POM Wonderful Presents: The Greatest Movie Ever Sold" Opens in select theaters April 22.