It's a genius little gimmick, really: a clever, knowing twist that isn't so obnoxiously meta as to be off-putting.
Morgan Spurlock made a documentary about product placement, marketing and advertising, and he paid for it entirely through product placement, marketing and advertising, starting with the title. And so it isn't just: "The Greatest Movie Ever Sold." It's: "POM Wonderful Presents: The Greatest Movie Ever Sold."
Although Spurlock's film is hugely entertaining, unsurprising coming from the likable maker and star of "Super Size Me" and "Where in the World is Osama Bin Laden?," he doesn't connect the dots sufficiently to prove that product placement actually influences consumer habits.
He has fun trying, though, even going so far as to insert affectionately over-the-top ads for some of the brands that are sponsoring him; the ones for Hyatt Hotels and Mane 'n Tail hair products are especially amusing. And he does shine a light on a trend that is getting more prevalent, and more shameless.
The average viewer probably doesn't know about the kind of wrangling that goes on behind the scenes to get products into movies. "Rush Hour" director Brett Ratner, one of many filmmakers who add their insight, phrases it well: "Artistic integrity? Whatever." But he also explains that if saying yes to product placement means that you get the kind of money you need to make the kind of movie you envision … well, then it's a win-win.
Just by being himself, Spurlock is a big reason "The Greatest Movie Ever Sold" is so enjoyable. His folksy affability instills the notion that he is truly going on a journey, that he doesn't necessarily know all the answers to the questions he's posing, and he would like nothing more for us than to go along for the ride.
As long as that ride is in a Mini Cooper, of course, and not a Volkswagen.
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