This week's marketing buzz surrounds a film comprised of, funded by, and marketed via marketing. Supersize Me director Morgan Spurlock debuted The Greatest Movie Ever Sold, a non-fiction film about product placement and brand integration. The movie debuted at Sundance, which is in of itself a promotional and sponsorship mecca for brands.
According to various media outlets, he contracted 15 companies to pay $1.5 million to fund the venture and later renamed it "POM Wonderful Presents: The Greatest Movie Ever Sold."
Without an overlay of humor, brands may have worried that consumers would perceive their participation as an admittance to inauthentic marketing. Needless to say, we hear it's funny. Covering film, TV, and music, the media reports that it includes scenes where Spurlock promises to show himself drinking only POM juice, fly only JetBlue, etc.
Critics praise the film in that it not only captures something that's shaping American pop culture but it also presents a style and approach appropriately consistent with its content.
Reuters quotes Spurlock on his inspiration:
"I was like 'Wow,' that's really where we are right now with television, such a blatant in-your-face commercial in the show," he said. "So we said, 'Let's make a film that looks at product placement, completely paid for by product placement.'"
PRWeek is totally sold and readying a field trip for when it goes mainstream. Sony Pictures Worldwide Acquisitions is also sold.