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
Funny, informative, and at times outrageously cheeky.Michael Wilmington, Chicago Reader, 04.28.2011
Morgan Spurlock has sold his soul to help save yours.Tom Long, Detroit News, 05.20.2011
"Pom Wonderful Presents the Greatest Movie Ever Sold" sounds like an ingenious ploy, using the sponsors' own rope to hang them. Alas, the film never gets its lasso knotted.Colin Covert, Minneapolis Star Tribune, 04.28.2011
Few could pull off this fan dance as well as Spurlock, who manages to be both the laughing and crying clowns at the same time.Peter Howell, Toronto Star, 05.04.2011