It was opening night at the Newtown Dendy, and Morgan Spurlock's newest documentary had commanded an audience of just six. Billing itself as The Greatest Movie Ever Sold, one would have expected a few more. I’m sure the movie’s above the line sponsor, Pom Wonderful, was banking on it. Nonetheless, our audience of six smiled, laughed and maybe learned a thing of two about advertising and product placement.
Known for directing SuperSize Me; Spurlock this time tackles the world of marketing with branding, product placement and advertising in film. His approach is amusing, quirky and sometimes self-deprecating. The self-referential plot follows Spurlock as he makes a documentary about the process of finding brand sponsors for the film. Along the way, Spurlock shows us the backdoor deals which fund our favourite movies. Spurlock interviews everyone from Ralph Nader to Big Boi. Even Donald Trump gets in on the action.
In some ways, the film feels like a 90 minute infomercial. Buy some juice. Stay at a Hyatt. Wear Merrell shoes. Drive a Mini. Morgan Spurlock shamelessly sells it all.
On the other hand, he gives the audience a better understanding of what product placement and advertising is and how it works. There are nuggets of information nestled in the sales pitch. The light-hearted, amusing approach makes it easy to enjoy.
At the risk of alienating the audience, Spurlock lets us in on the secrets and then takes it just a little too far. Are we the butt of his multi-million dollar joke?
For those new to the world of branding there’s a few a-ha moments and a chance to learn something new. My husband assures me he got quite a bit out of the film and has a better understanding of the branding profession because of it. As a consumer, he felt more aware of the advertising around him. Then again, a few days later he told me he thought we should buy a Mini. Had he been sold on the film’s message or simply sold to? I had to wonder.
Will the experienced marketer learn something new? Maybe not, but it’s a great way to help your family and friends to understand a bit more about product placement and advertising. While this movie has the potential of letting the world in on branding secrets, with audiences of just six those secrets are safe for now.
Though the film hasn’t had rave reviews, I’d recommend it for everyone in or studying to be in the marketing profession. So grab your friends and your popcorn and head over to Newtown. There’s plenty of room in the theatre.
I cannot wait until this makes it onto TV here - I love MS; this looks genius - or is the Ad all the best bits?
ReplyDeleteHave you read call of the mall by Paco Underhill? I read it as a geographer,not a marketer, but you might find it interesting. It's a little old but still has some fascinating facts and stats surrounding the mall experience.
ReplyDelete