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The Greatest Movie Ever Sold

Morgan Spurlock's examination of film product placement is alarmingly threadbare.

Released in cinemas 14th October 2011.

To give the film its full title, Pom Wonderful Presents: The Greatest Movie Ever Sold is the latest documentary from Super Size Me filmmaker Morgan Spurlock.

It's handy that the irrepressibly charming Spurlock makes for a good watch in front of the camera, as this is a poorly structured film that struggles to reach a point. Ostensibly a look at movie product placement, it spends a vast amount of time examining the psychology of advertising in other forms, without breaking any new ground.

Spurlock's set-up is mind-boggling - he approaches brands asking them to sponsor his film in return for product placement. A simple premise, right? The filmed discussions are confusing, as it's never obvious if the companies themselves are aware it's not for a different narrative feature, but for the documentary that's being built there and then. However, Spurlock insists that's the case. It's a film within a film scenario that doesn't gel.

There's plenty of discussion about advertising in and around schools, and the fascinating case of Sao Paulo, the Brazilian city that's outlawed advertising in public places, but they belong in another film. It works best when Spurlock, with that twinkle in his eye, calls up the likes of Mane 'n' Tail horse-to-human crossover shampoo and can barely contain his glee. When he pitches to Pom Wonderful, the film's biggest supporter, whose non-corporate enthusiasm is infectious. There isn't the muck-raking you'd like to see, but the reactions of advertising executives speak volumes.

The actual examination of film product placement is alarmingly threadbare. There's literally one, inconsequential, sentence from J.J. Abrams, but Peter Berg - the new Michael Bay if Battleship is anything to go by - is refreshingly candid. However, Quentin Tarantino has some great stories to tell, revealing how uncooperative Denny's were early in his career. The machinations of Hollywood studios' financial help is never really touched upon, and it would've been great to have found some independent filmmakers who were helped by advertising.

Ultimately, Greatest Movie offers little in both revelations and interest. Even Super Size Me had a few surprises up its sleeve, and some alarming results. The end product feels like a tedious ad placement for the many companies who got on board for this non-film. Maybe that's the point, but it's a bit rich to ask cinema-goers to pay for the privilege.

Rating: 5/10