Greatest Movie Ever Sold, The
 

Story:

Intrepid filmmaker Morgan Spurlock (Super Size Me) directs this entertaining, bitingly ironic documentary, which scrutinizes the pervasive marketing, advertising and product placement practices that have become de rigueur in the entertainment industry. Cheerfully using the proceeds gleaned from product placement within this film to finance it (and underscore his point), Spurlock reveals the corporate power that saturates both film and television. (NetFlix)

Review:

I’m lucky enough to live in a city where the term “limited release” is not actually a limitation at all. So, when films such as this come to town, there’s no reason not to be the first in line with a ticket.  Until now, Morgan Spurlock has been best known for his hot, hot 2004 release, Super Size Me.  As in the McDonald’s expose that put him on the map, the documentarian once again becomes the subject of the documentary - this time to tell the far less controversial tale of product placement in major motion pictures.  

To follow this story the viewer must be prepared to think meta.  The pre-production period, in which the filmmaker seeks sponsorship from companies such as Pom Wonderful, JetBlue, and Hyatt, is actually also the production of the film itself.  Once all sponsors are brought onboard, his process suddenly bypasses the shooting phase and goes directly to selling.  It’s a little bit of a confusing whirlwind at the end but by the old adage that gives preference to the journey over the destination, we can conclude that this is 90 minutes  and $13.00 well spent.  Spurlock’s man-on-the-street approach to storytelling is engaging, especially when he hits his stride in conversations with his potential funders, many of whom don’t realize that they are being filmed for the movie that they are currently being pitched.  

At the end of the film, though, the call to action falls flat.  After 85 minutes of intense visual stimulation, Spurlock and his son take a walk along a river and he ponders the need to unplug and take a break from media and commerce.  A somewhat trite ending to such a fun tour through the process of product placement.  

Reviewed by Emily Comisar for Documentary Film Online on April 27, 2011

In Conclusion:

Informative:

 

A truly educational take on commercial filmmaking

Entertainment:

 

Spurlock, as always, is entertaining

Technical:

 

Nothing fancy here, but easy to watch and follow

Overall:

 

A flat ending doesn't hurt a solid film

Format:

Theater

Year:

2011

Run Time:

90 min

Distributor:

Sony Pictures Classics, Stage 6 Films

Producer:

Keith Calder, Jeremy Chilnick, Abbie Hurewitz, Morgan Spurlock, Jessica Wu

Director:

Morgan Spurlock

Film URL:

www.sonyclassics.com/pomwonderfulpresentsthegreatestmovieeversold/