Morgan Spurlock goes meta on product-placement’s back end in POM Wonderful Presents: The Greatest Movie Ever Sold.  In making a documentary about how product placement gets done, he decides to pimp out his movie to the highest bidders.  I’m betting there are hundreds of documentary filmmakers smacking their foreheads, wishing they’d thought of this idea first.  It’s a deceptively simple idea, but Morgan goes deep into the system, and what he finds is mind-boggling.  From businesses whose sole raison d’être is to tell you how to brand yourself to school systems that have to resort to advertising on school buses and soccer fields just to make ends meet, this is Mad Men gone rabid.  And it’s a highly entertaining, thought provoking film.

Morgan interviews people from all sides of the product-placement biz, including entertainers, directors, producers, marketers, and brand-name companies.  The list is impressive; Norm Chomsky, Ralph Nader (natch), Norm Marshall, Quentin Tarantino, Peter Berg and Donald Trump to name a few.  I have a special fondness for the business bigwigs that took a chance on this film and placed their products and brand identity on the line.  It’s the best advertising they can get; look, it’s a company that isn’t afraid to be transparent in it’s marketing decisions!  Or maybe I’m just being told to think that way.  Dammit!

The way and how of product placement is astounding.  There are agencies that specialize in obtaining product placements, so you can figure out how to get companies to finance your project.  Marketers that make sure the brands they represent get noticed by production companies.  Industrial psychologists that work to help you find “your brand”.  I was fascinated by the super-secret underpinings of this business, and creeped out.  I know I could really use a delicious beverage right about now, but do I really want it, or have I been told I want it by the last show I watched?  Now, after seeing this film, I have the sinking feeling that we’re one step away from Idiocracy as documentary rather than satire.  The fact that The Greatest Movie Ever Sold forces viewers to consider why we want what we want is one of the best reasons to see this film.  My hope that it will engender discussions about how marketing has taken over our lives to such a large extent is another.

Years ago nobody knew about product placement.  It was all very hush-hush; you never really noticed it.  E.T. scarfed down those Reese’s Pieces, and everyone said “awwww”.  Now product placement is everywhere.  Companies don’t even bother to hide it anymore.  There seem to be close-ups of branded phones and high-selling soda cans any time you watch something.  My favorite game to play whenever I watch something is “check the bathroom”; when a character has to head into the loo, take a look around that set.  Make a note of every lable you recognize, every bottle/can/box that looks familiar.  There’s probably a drinking game in there somewhere.

Stay in your seat for the credits.  Trust me.  Not only does Morgan continue with the product placement info, but the “thanks to” section is a whole lot of fun to see after all that marketing.  And OK Go, “The Greatest Rock Band to Ever Write a Theme Song”, do a great job with the closing number, “The Greatest Song I Ever Heard”.  And I say that not because this film told me to, but because I saw OK Go live a few years ago and loved ‘em.  Take that, marketing.

No doubt there’s a section of the moviegoing public that won’t “get” The Greatest Movie Ever Sold.  That’s a pity.  Because this movie begs its viewers to sit up and take notice of exactly how they’re being manipulated by the media.  Is product placement good, bad or neutral?  The movie doesn’t really pick a side, but Morgan Spurlock does want to individuals to think about how media marketing affects us all.  By doing so he’s made an excellent documentary that is a must-see for anyone who is interested in film, marketing, business or how to live life with your eyes wide open.

I must say I knew almost nothing of this film going into the screening so I wasn’t expecting much from it. Boy was a pleasantly surprised as I sat in a brand spanking new theater with comfy leather seats and three other critics. I must say I love my job!

Morgan Spurlock of Super Size Me fame, brings us a world of real people, real life, real laughter and real pain all in a 90 minute film. Where in the World is Osama Bin Laden brings the worlds of Pakistan, Egypt, Saudi Arabia and Afghanistan closer to home, closer to the viewer. All of this accomplished by a simple American in pursuit of the world’s most wanted man.

The documentary is full of wiseass commentary, funny, yet real questions, and real answers. All to be expected after we saw Morgan in his first big at bat with Super Size Me. But what was not expected was the realness he brings to the viewers this time around. The views from real people living in these hard times in far away countries was really brought home well. It was an in your face look at what Islam is and why Bin Laden really isn’t the issue, “He is just one person”.

Following Morgan through his self defense training, how to deal with snipers, chemical bombs, grenades and more, got us going on the journey to find Osama. From getting 15 plus shots to dieing multiple times while being trained, Spurlock brings us closer to the world we live in but are not aware of.

Morgan Spurlock of “Super Size Me” fame brings us a new glimpse of what life really is like in waring countries. All the while trying to find the most sought after man in the world.

I was into this movie from the start of the film with a Mortal Combat type simulation of Morgan vs Bin Laden in a video game to introduce them both. The use of comic book animation, video game intros and the original soundtrack caught me off guard. In a good way!

One of my friends was quoted saying at the end of the film “It’s almost like its Islam for Dummies”. He hit the nail square on the head. This look into the Islam movement and the reality that we, as American’s are taught that they all fear and hate us is so off based. The faces we see and hate on TV are those of a very very small percentage of the Islam faith movement. This film has heart, love, pain, and pure educational value for those of us who are less apt to watch anything like the “news”.

Overall I would gladly recommend this to any friend who wants to see something entertaining and thought provoking.

I would rate this film as a

Rating: ☆☆☆☆☆