POM WONDERFUL PRESENTS: THE GREATEST MOVIE EVER SOLD
Director: Morgan Spurlock
United States 2011 89 min
He’s given his body over to fast food, and searched in vain for Osama Bin Laden. Now gonzo documentary maker Morgan Spurlock brings his unique brand of tongue in cheek film-making to investigate the pervasive use of product placement in movies. Spurlock became intrigued by the ever more blatant branding aimed at teenagers driving Hollywood blockbusters, and decided to investigate. Typically he eschews a traditional talking heads and archive format, and opts instead for the Supersize option: the $1.5 million film about product placement is exclusively financed through product placement. He takes us behind the scenes to the pitching process, as he tries to convince big companies to back him, making them and their products the stars of the show. Volkswagen and Nike declined, but luckily for us, many others said yes, including Pom Wonderful 100% Pomegranate Juice. Mmmmm, tasty.
(Synopsis courtesy of Carol Nahra, Sheffield Doc/fest)