THE GREATEST MOVIE EVER SOLD – The Review

Oops! That’s not the complete title it’s actually POM WONDERFUL PRESENTS THE GREATEST MOVIE EVER SOLD. Well, that’s explained during the course of this new documentary from Morgan Spurlock- the man behind the TV show ” 30 Days ” and the features SUPER SIZE ME and WHERE IN THE WORLD IS OSAMA BIN LADEN? ( no need for a sequel to that one ). In this new film the easy-going everyman explores the world of sponsorship and movie marketing.

Spurlock begins the film with a simple premise-I’ll make a film about product placement and finance it with money from corporate sponsors. He sets up meetings with these companies and marches through their lobbies carrying a big portfolio and spreading out art boards adorned with concept illustrations ( one is a cartoon-like sketch of him showing artwork to seated execs ) on to long conference room table like Mad Men’s Don Draper ( or Bewitched’s Darren Stevens ). He presents a sponsorship scale- the dollar amount gets you so many mentions, this amount puts you in the title. Many realize the absurdity of this idea, but surprisingly many want in. The title comes about when Spurlock meets with the big bosses ( including the main boss lady ) of Pom, a bottled pomegranate juice. He also enlists many other companies ( Jet Blue airlines, Sheetz gas/convenience stores, etc. ) who are then inserted into the film as backdrops or commercials. Along his journey Spurlock meets with marketeers, media experts ( like Ralph Nader ), and film makers ( Peter Berg, Brett Rattner, Quentin Tarentino ). We even get to see him promoting the film on the late night TV chat fest ” Jimmy Kimmel Live ” while wearing a jacket festooned with all of his movie sponsor logos, like a auto racer’s jumpsuit.

Now, compared to the subject matter of his other two features ( and most of the episodes of his TV show ), this new work seems a bit slight. Sure we all know that companies pay big bucks to movie studios to get their products on screen. Of course the ET/Reese’s Pieces legend is retold. Probably the worst example of placement is the 1984 SUPERGIRL. Next time it’s on cable just try and count up all the products and logos. Just a few months ago TV’s The Colbert Report ran footage of a recent daytime drama where two characters sang the praises of Chex Mix during a scene ( instead of someone holding the product it’s now integrated into the dialogue). Spurlock shows a couple of TV offenders. He’s been working so long in film I have trouble buying his surprise at the practices. And some scenes seemed to be set up to get sort of a “punk’d” response. Did he really think the Pom folks would go for an ad featuring a very un-subtle erection joke? Still his sense of the absurd is infectious ( when he discovers Mane n’ Tail Shampoo for horses and humans ), as is the outrage at public schools selling advertising space . No huge revelations, but you may learn a little more about how marketing has become all pervasive. I still don’t have any interest in pomegranate juice, though.

Overall Rating: Three and a Half Out of Five Stars