Review: POM Wonderful Presents the Greatest Movie Ever Sold

February 8, 2012 By Andrew Tijs

POM Wonderful Presents the Greatest Movie Ever Sold
Directed by: Morgan Spurlock
Starring: Morgan Spurlock, Ralph Nader, Noam Chomsky, JJ Abrams, Quentin Tarantino, Big Boi, OK Go
Distributed by: Madman Entertainment

Physical media is dead. Or dying, at the very least, as we get our films, television and music online (I’m still waiting for the internet to provide smells). So how can Hollywood still continue to deliver such genius if we won’t pay for it, apart from getting the Feds to raid Megaupload? Advertising. In-movie product placement. Cross-promotion. That sweet Big End Of Town moolah.

This is what Morgan Spurlock’s latest investi-doc POM Wonderful Presents the Greatest Movie Ever Sold is about and also what it is. Spurlock has a sharp eye for the zeitgeist and as the film covers advertising encroaching into our ‘art’. It also, possibly inadvertently, taps into the idea of meta-media. PWPTGMES is only realised by the quest to fund itself through product placement and naming rights.

Therefore, ironically, it’s a perfect candidate for its recent release on solid state DVD, because the film’s dramatic conclusion is that it was actually made. Towards the end, he’s promoting the film he’s in, during the actual film, on the late night talk show circuit. Therefore, this leaves many unanswered questions that are revealed in the DVD extras: an interview conducted by The Chaser’s Andrew Hanson at the film’s MIFF launch and another Australian exclusive talking head interview.

That’s part of the ongoing story of the film, and it’s helpful, but the ultimate purpose is to pull back the curtain on where the money comes from. Seeing Spurlock shamelessly pitch to deodorant companies, convenience store chains, and the priceless Mane ‘N Tail shampoo (for both you and your pets), is unsettling as as it should be. The sausage is getting made. Artistic integrity is sluiced through the grate. Figures are slid across boardroom tables, platitudes spewed, and morals visibly curdle.

Spurlock walks through the pitching process and the legals, glossy statshots, interspersed with some icky statistics (and jarring, placement-heavy scenes) from blockbusters who barely had a soul to sell in the first place. And we do get the dissenting voices from big names.

Mane 'N Tail: Fit for a Lady (Godiva)

Legendary consumer advocate and occasional presidential candidate Ralph Nader and humanity’s conscience Noam Chomsky give their philosophical take on integrity. Psychologists chip in about the most modern notion of ‘consumption’ as a disease. Big name directors JJ Abrams, Quentin Tarantino and Brett Ratner relate dispiriting experiences with studios. Musicians Big Boi, OK Go, and Matt & Kim are pragmatic about licensing. Then again, Donald Trump is, unsurprisingly, a booster.

The scariest moments come when vox pops do an incredible job of ‘branding’ themselves, when schools are selling the visual real estate and even classtime to make ends meet, when ad companies use MRIs to nut out how to get directly into our brains.

Spurlock has cheek, and makes fun, because otherwise you might cry. Besides, he’s got something to sell too and the movie is a prime fit for his hucksterish personality, making him a lot easier to stomach.

“You can satirise and spoof yourself out of your objective,” says Nader when advising Spurlock on what possible damage can come to his career from getting into bed with Corporate America. In making an entertaining film about an industry so nefarious that by treating its own purpose ironically, it actually reflects well on the brands involved. Hell, I remember this movie title as POM Wonderful, not as the pun. This ultimately demonstrates how effective the process is and how, sadly, Spurlock can expertly explain why we as consumers are becoming ever more vigilant and cynical.

Review: POM Wonderful Presents the Greatest Movie Ever Sold

Speak Your Mind Cancel reply

Stay in touch

Latest tweets

You Might Also Like

Recent Comments