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Years ago, before I started spending my days writing about movies and books and things, I spent my days writing about health clubs and charter schools and various types of machinery. As a copywriter for a small ad agency, my job was to write all kinds of marketing materials—things like websites and brochures and radio commercials. But, every day, we’re exposed to more than just the obvious commercials and billboards and banner ads. We’re exposed to much subtler advertising, too—from co-branding and sponsorship to the sneaky product placement that pops up on your favorite TV show.
Aware that the biggest Hollywood blockbusters make loads of money by selling sponsorships and product placement, documentary filmmaker Morgan Spurlock set out to sell his next movie, all the while documenting the entire process—thereby making gobs of money while educating audiences about today’s marketing tactics.
Spurlock brings the cameras along through every step of his wickedly funny and eye-opening journey. Whether he’s meeting with sponsors, negotiating deals, or planning the film’s marketing campaign, the cameras are rolling. He also chats with artists, advertisers, experts, and everyday consumers (often at an advertiser’s store/gas pump/airline terminal—while drinking a bottle of POM Wonderful) to discuss advertising, branding, and its effects.
The result is a quirky little documentary with all sorts of mixed messages. But, as one perceptive high school student explains, school is supposed to teach you how to think—not what to think. And the same is the case here. The Greatest Movie Ever Sold doesn’t tell audiences what to think about advertising. It simply informs and educates—showing how it works and what’s involved, while providing both pros and cons. Then it allows you to come to your own conclusions.
It’s an insightful film—even for those of us who are well aware of product placement and other forms of guerilla marketing. You may think that you know everything there is to know about things like marketing and branding and sponsorship—but you’ll still be surprised by some of the things you’ll see in this movie.
At the same time, though, it’s just plain fun to watch. Spurlock’s own brand personality evaluation explains that he’s “mindful/playful”—and that definitely comes through in his movies. He may offer up all kinds of fascinating (and eye-opening) information, but he’s also an entertaining character—a fun-loving, easy-going guy that you’ll simply enjoy watching.
Of course, it doesn’t hurt that Spurlock doesn’t just talk at his audience. He pulls his audience into the film by frequently chatting with the camera—whether he’s cracking himself up over horse/human shampoo in a grocery store aisle or talking about the dangers of selling himself (and his movie) to the highest bidder. In the process, he gives the film a relaxed, personable tone that makes you feel less like a student (or, in this case, a customer) and more like a friend—and when he shills his advertisers’ products with that goofy grin on his face, you’ll feel like you’re in on the joke (not the butt of it).
Meanwhile, despite all of the information the film presents about advertising and its evils, it’s a pretty effective advertising tool, too. Spurlock’s sponsors paid good money to be involved in the project—and it was money well spent. After all, Spurlock’s shilling may be corny—and blatantly obvious—but it works. Because, while you’re sure to leave the theater feeling entertained and educated, you’ll also feel strangely compelled to try a bottle of POM Wonderful.
That, my friends, is brilliant marketing—and brilliant movie-making.
Blu-ray Review:
The Greatest Movie Ever Sold’s lovable sell-out Morgan Spurlock is still hard at work, trying to get his sponsors their money’s worth—so he loads the film’s special features menu with commercials, logos, and shameless plugs, along with extra scenes, behind-the-scenes footage, and more.
It’s no surprise that the menu includes a section for commercials, which includes both the commercials shown in the film and some extras, like Spurlock’s welcome video for Hyatt and his in-flight video for JetBlue. The disc also includes behind-the-scenes footage for all three in-movie commercials, loads of deleted scenes (including scenes filmed on the movie’s apparently no longer official vacation destination, Aruba), and a feature that follows Spurlock and his crew around at the Sundance Film Festival.
If you still haven’t heard enough of Spurlock’s ceaseless shilling, you can check out the amusing filmmakers’ commentary. Though producer Jeremy Chilnick, DP Daniel Marracino, and editor Thomas Vogt chime in every once in a while, it’s mostly Spurlock, who talks a mile a minute about the filmmaking process while giving additional props to just about everybody involved.
The Greatest Movie Ever Sold may not have the greatest special features ever included on a Blu-ray release, but Spurlock’s easy-going personality makes the extras worth a quick look for a little more co-branded entertainment.
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