The Greatest Movie Ever Sold

Overview

Since the first sign was erected promoting a tasty cola, we have had a love/hate relationship with the ubiquitous advertising monsters. Where we were once outraged at subliminal advertising, now we enjoy analysing the topic on a weekly basis. But how much do we really know about the influencing power of advertising? Morgan Spurlock is going to find out.

The documentary filmmaker has noticed that all the supersized Hollywood blockbusters like Iron Man and Transformers are made so successful by being paired with the biggest brands using brand integration. So in an effort to create the first 'docbuster', Spurlock is selling the entire 90 minutes of his latest film, and taking us on his journey.

For most of the film Spurlock straddles the line between 'selling-out' and making us laugh so hard we won't notice the money he's making in the process. But the tag line of the film assures us he's "not selling out, but buying-in". To do this he teams up with a number of companies that amazingly trust they won't come up second best in an area ripe for criticism, and it is reassuring to know that Spurlock is making this whole process transparent. As opposed to the sneaky tactics of subliminal advertising or product placement, it is remarkably comforting to be warned and indeed thrust toward all the paid features in this film.

Along the way he is joined by experts (Noam Chomsky, Ralph Nader), directors (Quentin Tarantino, Peter Berg, JJ Abrams) and musicians (OK Go) for an in-depth look at modern advertising, all while trying to sell his new-found 'love' of pomegranate juice. The film relies on Spurlock's wit and ability to poke fun at the industry he is buying into. It leads to some genuine laugh-out-loud moments yet eventually fails to deliver any sort of conclusions.

Everybody knows about product placement, so what more does Spurlock tell us? Well, not a lot. Ultimately, he acknowledges that unless you would like to live a hermit existence or move to Sao Paulo there is little we can do about the constant amount of advertising we are exposed to daily. We may be stuck with it, but at least now we can have a good laugh at the situation, thanks to Morgan Spurlock.

Morgan Spurlock will appear at a special screening of POM Wonderful Presents: The Greatest Movie Ever Sold complete with Q&A on Tuesday, August 2, 2011, at 6.45pm. The movie opens nationwide on August 11.

https://youtube.com/watch?v=T4Ng2P3zxfM