* "The Greatest Movie Ever Sold" premieres at Sundance
* Documentary film examines advertising glut in culture
* Product placement in TV, movies, everywhere we turn
By Christine Kearney
PARK CITY, Utah, Jan 24 Director Morgan
Spurlock readily admits the idea for his new documentary was a
stroke of genius.
The "Super Size Me" director convinced 15 companies to pay
$1.5 million to fund his latest non-fiction film that examines
corporate marketing, product placement and brand integration.
The 40-year-old director's latest swipe at business shows
Spurlock hilariously pitching companies to fund his film that
exposes sponsorship and advertising in movies, TV shows and
just about everywhere people turn -- knowingly and
With surprising results, some marketers eventually join him
in return for some often comic product placement in the film
that gives companies mostly good exposure while Spurlock also
makes his point. He even changed the title to add a product,
"POM Wonderful Presents: The Greatest Movie Ever Sold," in a
nod to juice maker, POM.
"I am incredibly convincing," Spurlock said, laughing about
his idea. "But it took a lot of wooing to get them on board,
there was a lot of contractual negotiations."
The idea for the film first struck Spurlock when he and
producer Jeremy Chilnick watched the TV show "Heroes" and one
character became very excited about a certain brand of car.
"I was like 'Wow,' that's really where we are right now
with television, such a blatant in-your-face commercial in the
show," he said. "So we said, 'Let's make a film that looks at
product placement, completely paid for by product placement.'"
They called hundreds of companies to participate, starting
with ad agencies then marketing strategists, who all refused.
Then, they started contacting the brand companies directly.
"Every brand that came on in the film, we agreed not to
disparage them in any way, that was consistent, but ultimately
we would be able to help dictate the placement," he said.
"ARTISTIC INTEGRITY, WHATEVER"
The audience sees Spurlock pitching companies in a comic
fashion, promising to show himself drinking only POM juice,
stay only in Hyatt hotels, fly only JetBlue, and so on.
He examines the world of film, TV and music, interviewing
major Hollywood directors such as Peter Berg and Brett Ratner,
asking them age-old questions of art versus commerce, to which
Ratner replies, "artistic integrity, whatever."
"The people who make big blockbuster Hollywood movies have
to play that game, because to make a movie that costs $200
million dollars you have to do everything you can," he said.
"You really want to create, much like we talk about in the film
with 'Iron Man,' this ubiquity of advertising."
Yet, like his hit "Super Size Me," that bashed McDonald's
restaurants, "Greatest Movie Ever Sold" has a serious side.
Spurlock goes into U.S. schools that are struggling for
funding and looking at using companies to market to kids.
"What will really take people back is the way advertising
is starting to infiltrate the education system," Spurlock said.
"To make ends meet they are starting to sell advertising in
schools...they are marketing to your kids in a classroom."
The director makes a trip to Sao Paulo, Brazil where five
years ago they banned outdoor advertising, and he marvels at a
the ban and being able to see architecture.
"Maybe eliminating advertising in every city in the world
isn't the answer, but it is an incredible way to look at things
differently," he said. "What if we pulled it back a little?"
Ultimately, Spurlock is honest about his own brand of
documentaries, using light and entertaining comedy to get
across his own serious message. "I want to give you spinach,
but I want that spinach to taste like cotton candy," he said.
(Editing by Bob Tourtellotte)