In 'The Greatest Movie Ever Sold', Morgan Spurlock, ('Super Size Me') takes us into the world of product placement, marketing and advertising. The full title of this documentary is actually 'POM Wonderful Presents: The Greatest Movie Ever Sold...because POM Wonderful is the major sponsor of this film.
So how interesting is the world of product placement? It seems now-a-days, most films, especially the big budget action ones, can't seem to exist without branding. (Bruce Willis puts on a pair of Ray-Bans before killing some bad guy, right?)...Spurlock explains that while using brands in film promotion is not new for Hollywood, it certainly is new territory for the documentary format.
Spurlock exploits the phenomenon to new heights. From doing interviews at SHEETZ, a family owned convenience store chain in Altoona Pennsylvania to carrying a branded pizza box onto Jet Blue and praising the comfort of a pair of Merrell's shoes...all sponsors of 'The Greatest Movie Ever Sold'.
Some of his interactions with prospective clients are funny...We get a glimpse into what kind of movies certain advertisers are looking to pair up with...And, Mr. Spurlock's film...more times than not...wasn't one of them.
One of the most interesting people in the film is Lyndia Resnick - Owner/CEO of POM Wonderful. She reminded me of my sweet Jewish grandmother...but only on the outside. Lynda takes every opportunity to proudly proclaim that her pomegranate juice is the only one on the market that uses 100% Pomegranates and that her juice will make consumers healthy, happy and wise...more or less.
Some of Morgan's other sponsors include Amy's Kitchens, Old Navy, Ted Baker London, Hyatt Hotels, Seventh Generation Detergent, BAN roll-on Deodorant (which kept Morgan feeling breezy, dry and fresh) and Mane 'n Tail shampoo and condition...Perfect for both...human and horse.
Spurlock also gives directors Peter Berg, Quentin Tarantino, J.J. Abrams and Brett Ratner a chance to pontificate about product-placement/branding.
The problem with the film is that it doesn't delve deep enough. It only gives us a cursory look at how advertisers manipulate us into thinking we want MORE than we have...and that we'll NEVER have enough...
The 'Two Jews On Film' gave 'The Greatest Movie Ever Sold' a very low bagel score. The film opens in theaters, Friday April 22, 2011