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Movie Review: The Greatest Movie Ever Sold (2011)
Morgan Spurlock’s advantage with his documentaries is his insistence on comedic elements at every turn. Rather than curtly presenting facts, or even twisting information to help him, his stats and numbers are presented with witty insights, obvious mockery, and sharp sarcasm. Pervasive humor allows for a wider reach with his audience, though his films’ messages are generally less prominent than the hard-hitting subjects of competitors.
While Michael Moore targets the formidable adversaries of government and politics, Spurlock takes his battles to lesser-known foes – in the case of The Greatest Movie Ever Sold, he shines a light on the advertising industry and its impact on movies. While delving into this problem, a predicament that many would find inconsequential compared to the harsher global crises that continually plague the news, it also examines the difficulties of making a film without commercials. Along the way, he includes stuff about city commercials, musicians working with movies and commercials, schools, and the millions of impressions he needs to sell his movie.
It’s certainly not the most controversial topic, but it’s certainly not the least interesting; Brand integration, or product placement, is one of the major controlling factors in the motion picture industry. $412 billion was spent on advertising in 2009. Most moviegoers can’t help but notice the Pepsi cans, Subway wrappers, sports cars and electronics that keep popping up in movies, each receiving a nice close-up or clear photo of a logo, for no other reason than advertising. Spurlock balances opinions by interviewing people on the street who are completely unaware of promotions, famous directors who shave thousands of dollars from their budget by presenting various articles, and even medical professionals who disapprove of the overabundance of product placement. JJ Abrams, Brett Ratner and Quentin Tarantino, among others, express their opinions on the subject. Filmmaker hopefuls might actually get some tips on how to get funding for their own movies.
The plot of The Greatest Film Ever Sold is actually quite satirical – it’s a documentary about branding, advertising and product placement that is funded by brands, advertising and product placement. As Spurlock meets with various companies and potential sponsors, he explains that his wish is to make a film about how people make films through the use of brand inclusion (or “selling”, as many artists tend to describe an act of exchanging creative incorruptibility for easy money). At first, no one seemed interested in investing. Its “brand guarantee”, or the elements that make it appealing to advertisers, is virtually non-existent. With the help of analysts, he established a “brand persona” and landed POM Wonderful, the well-made bottled pomegranate juice company, as lead advertiser. From there, he is able to flesh out the process of securing new sponsors, expose the deceptive nature of advertising, turn investigators on their ears, and examine the process of designing posters and theatrical trailers.
The documentary starts off strong, loses some steam as it explores the steps it takes for Spurlock to advertise his film to the world, and finally ends strong with blatant product placement and hilarious parody commercials. The main concern of its advertisers is how their product will be perceived by viewers – it goes without saying that no one is immune to ridicule. Even when the objects are not openly blasphemed, the irony behind his every move is evident. The biggest movie ever sold is smart, humorous and entertaining, if only slightly revealing.
– The Massie Twins (http://GoneWithTheTwins.com)
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