Boundary-pushing Oscar(R)-nominated filmmaker Morgan Spurlock explores the world of product placement, marketing and advertising in POM Wonderful Presents: The Greatest Movie Ever Sold, a film that was fully financed through product placement from various brands, all of which are integrated transparently into the film. 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, with everything from branded pizza boxes and in-flight film promotions to branded-everything in-film. With humor and insight, POM Wonderful Presents: The Greatest Movie Ever Sold unmasks the marketing process to bring audiences behind closed doors directly into the pitch meetings and marketing presentations which ultimately inform our everyday entertainment decisions. Sponsors were provided with brand category exclusivity. The brands that agreed to sponsor the film placed Spurlock front and center in their brand campaigns and advertisements, both on and off-line. Partners have the unique right to promote themselves in association with Spurlock and the film as "The Greatest." The agreements also stipulate that Spurlock maintains creative control of the film's content and final edit.
Reviews from Rotten Tomatoes
Always the smooth showman, Spurlock avoids answering his own question: Is he selling out or buying in?Lisa Schwarzbaum, Entertainment Weekly, 04.22.2011
An exuberant documentary that demonstrates the all-pervasive influence of modern advertising by satiric example, and with great ingenuity...Joe Morgenstern, Wall Street Journal, 04.21.2011
Like the best ad man, he makes his point by making us laugh.Michael O'Sullivan, Washington Post, 04.21.2011
Engaging as Spurlock can be, too much of the movie is just scene after scene of him meeting with high-priced consultants to talk about "brand identity" and other euphemisms for shallow sloganeering.Stephen Whitty, Newark Star-Ledger, 04.21.2011