Saw the premiere of Morgan Spurloch’s latest, Pom Wonderful Presents The Greatest Movie Ever Sold, last Tuesday.
I definitely liked it, in a way that anyone intimately familiar with a subject likes to see it examined with a perspective that only a $1.5m budget can provide.
If you’re not familiar with the concept, Spuloch attempts to make a film financed entirely through corporate sponsorships. All the challenges — ethical, creative and logistic — are the theme throughout.
While the movie purports to show the process and challenges of placing a brand’s products in a film, the real challenge and interest comes in putting the brand’s staff in the film. Conversations about a brand’s essence were never made for mass consumption. As someone once said, “Advertising is like hot dogs. You don’t want to see either being made.”
One of the flashpoints of the film is how Spurloch sets out to make a movie around brand sponsoships, and early in the movie you realize that the movie is well underway without a single sponsor. He’s been making the movie throughout.
I was actually surprised to see any brand jump on board, the way I’m surprised to ever see any politician talk to a Daily Show correspondent. (“Uh, lets see, Morgan Spurloch. Past movie was Supersize Me … Uh, I think we’ll pass)
I guess for some any exposure is irresistible.
That obvious disinterest should probably be shielded from the guy making the movie, though. In stating that they weren’t interested in the project, Volkswagen execs let their disdain for Spurloch’s blend of business and social commentary surface — stating there’s “no way they’d ever do this movie” — unwittingly giving Spuloch a good foil throughout the second half of the movie.
I did like his construct for selling brand sponsorships. Whatever the brand, it would be the Greatest ____ Ever Sold. Simple and direct, like the movie.
I certainly got my share of laughs throughout the film, and I think most people in marketing or entertainment would enjoy watching a dramatized version of their job play out on the screen. The question is, Which screen. I saw the premiere for free, but beyond that, I’d say its a rental.