Publicize me: Spurlock on selling out, cashing in
Documentary filmmaker Morgan Spurlock, the human billboard. (Courtesy: Sony Pictures Classics)
I'm looking forward to seeing "Pom Wonderful Presents: The Greatest Movie Ever Sold" tonight.
Morgan Spurlock, the crusading-yet-funloving documentary maker of "Super Size Me," "Where in the World is Osama Bin Laden?" and others, serves up his exposé on product-placement to general movie audiences beginning Friday.
We only have to go as far as the title, prefaced by "Pom Wonderful Presents," to get a strong hint that Spurlock is pulling out all the stops to take the cinematic sell-out to new heights.
Or lows.
To my knowledge, which should never be considered all-inclusive, this is the first time words thrown into a movie title due to raging egos (Tyler Perry) or bottom-line, money-grubbing economics (Tyler Perry) have anything to do with promoting the sale of pomegranates.
Come on, we all know that product placement exists. Some filmmakers and TV directors are just more subtle about it than others.
The CNN Web site has a revealing article posted today titled "Morgan Spurlock: Why I sold out."
In it, Spurlock reveals the shock he felt a few years ago when a season premiere episode of "Heroes" on TV seemed to include a car manufacturer as one of the title characters.
"In it, a cheerleader, played by Hayden Panettiere, meets her father as she walks out of her new school and heads toward the parking lot.
"'The camera dollies past the car and you see the Nissan logo go through the frame,' Spurlock recalled. And then her father surprises her by giving her the keys to the family's sparkling Nissan Rogue SUV. 'Oh my God, the Rogue!' she screams. 'You're the best dad in the world!'" the CNN article states.
"The Greatest Movie Ever Sold" (Sorry about that, pomegranate folks) claims to be "a film that was fully financed through product placement from various brands, all of which are integrated transparently into the film."
In other words, it's about business as usual in Hollywood.
If you're still with me, I'd like to thank you for visiting Bernie's Used Tires and Semi-Rust-Free Dented Hubcaps presents: Larry Ratliff Movies & More featuring Larry's Aisle Seat.
(Morgan Spurlock image from "Super Size Me" courtesy: Roadside Attractions)