Review by Doug Cooper
Featuring Morgan Spurlock, JJ Abrams, Peter Berg, Noam Chomsky, Ralph Nader, Brett Ratner, Quentin Tarantino,
Donald Trump, Mark Crispin Miller
Written by Morgan Spurlock & Jeremy Chilnick
Certification UK 12A | US PG-13
Runtime 90 minutes
Directed by Morgan Spurlock
The correct title for this documentary should read: POM Wonderful Presents: The Greatest Movie Ever Sold. They are the pomegranate drinks producing company who have invested just over $1m in the making of this movie. They want to build brand awareness and Spurlock's effort certainly does that for them. But not only for POM Wonderful. Spurlock gives almost equal time to a variety of companies who wish to publicise themselves – Sheetz convenience store, Jet Blue Airways, KDF graphics, Hyatt Hotels & Resorts and Merrell footwear are just some of the others that have sponsored the film.
It's a clever but featherweight concept. Spurlock's treatise is on stealth marketing and how it has pervaded the entertainment industry over the years - the movie's entire budget has come from the companies sponsoring it and getting a plug. We see him talking to the various corporate and advertising bods from these firms, selling the idea to them and trying to get them on board with it. Some are hesitant but others see the virtue in participating - as long as it doesn't harm their brand image of course. One company however gets publicity without coughing up a cent. Mane 'n Tail are a shampoo company that cater for both horses and humans. Spurlock discovers their product by chance in a supermarket and his hilarity at reading their labels is infectious.
Numerous talking heads contribute to the debate on product placement in entertainment - from luminaries such as Noam Chomsky and Ralph Nader to Spurlock's film director pals Brett Ratner and Quentin Tarantino to TV and movie mavens John Wells and JJ Abrams. All make interesting contributions and Spurlock maintains a fast paced and impish tone throughout. It's undoubtedly amusing but quickly disposable. Fun but forgettable.