Saturday, March 19, 2011

Morgan Spurlock Sells Out at SXSW

from DangerousMinds

Morgan Spurlock’s new documentary The Greatest Movie Ever Sold is a riotously funny, dead serious look at product placement, advertising and marketing in entertainment and the world around us and how it literally fucks with our heads. The entire movie was funded by the companies whose products are blatantly featured throughout the film. The movie exists thanks to the cash that Spurlock managed to extract from the very system he is critiquing. Exploiting components of the $412 billion marketing industry, Spurlock has created the cinematic equivalent of a virus devouring its host. It’s an ingenious bit of guerrilla theater that makes its frightening points while being highly entertaining.

Spurlock describes the concept behind The Greatest Movie Ever Sold:
Brands are everywhere these days. It seems like I can‘t go to any event these days without someone ―sponsoring it. Sporting events, concerts, anything. So, why not a movie? Better yet, why not a movie that examines the whole phenomenon that is actually paid for by the companies themselves. That was the jumping off point.
The movie documents both the absurdity and pervasiveness of product placement in our daily lives and I saw my role on this film as both a filmmaker and an anthropologist.”
The Greatest Movie Ever Sold was funded by Hyatt, POM Wonderful, Sheetz, Jet Blue, Mini Cooper, Ban deodorant and half a dozen other brands. The product placement and commercials that occupy virtually every frame of the movie have made the $1.5 million documentary profitable before it even opens in theaters on April 22.

Here’s the Q&A with Morgan after the screening of The Greatest Movie Ever Sold at SXSW on March 13. This footage was shot on a Sony HD camcorder by Dangerous Minds’ Marc Campbell who was wearing Levi jeans and Converse sneakers while sucking on an Altoid mint.

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