POM WONDERFUL PRESENTS: THE GREATEST MOVIE EVER SOLD

With his latest documentary feature, Morgan Spurlock (Super Size Me) sets out to expose the oft-gratuitous marketing practices employed by business, including the pervasive use of product placement in television, film, music…hell, even classrooms. As with Spurlock’s earlier efforts, The Greatest Movie Ever Sold has a novel premise: not only does the filmmaker disclose that his film is entirely financed through product placement, but he shamelessly plugs his ‘brand partners’, which include heavy-hitters POM Wonderful, HYATT, and MINI. In return for playing their on-screen patsy, Spurlock insists on reciprocal promotion and transparency from his accomplices, who bravely lay bare their marketing ethos for the audience. Also featured are interviews (some penetrating, others perfunctory) with industry analysts and prominent personalities (e.g. Donald Trump, Quentin Tarantino), as well as fascinating segments on neuromarketing and the Brazilian city of São Paulo, which imposed a ban on outdoor advertising in 2007 to curb ‘visual pollution’. Endearing himself to viewers as a tongue-in-cheek philosopher, Spurlock ensures a steady trickle of laughter, whilst offering valuable insight into the ethical dilemmas that arise when commerce interferes with truth and creative integrity. Unfortunately, the film could have benefited from a tighter structure, greater daring and a conclusion that sought to resolve more of the numerous questions provoked. Compelling, even if viewers won’t be completely sold. (JH) ***1/2