POM Wonderful Presents: The Greatest Movie Ever Sold

Are you selling out or buying in? In this film about brands, advertising, and product placement - which was most emphatically made possible by brands, advertising, and product placement - Spurlock examines the phenomenon of branding. As he did in, the director casts an ironic eye over our all-embracing consumption society, using himself as the subject for study. Inspired by the concept of co-promotion, which involves promotional collaboration between films and brands, Spurlock goes hunting for brand partners to make the first-ever "docbuster." Along the way, he visits a wide range of people and organizations, including marketing agencies, government offices, lawyers, well-known directors, Donald Trump, potential clients, and unexpected media partners. Between pitches and his ongoing search for a "brand personality," Spurlock points out the immense volumes of advertising around us, and engagingly paints a detailed picture of what goes on behind the scenes. As one of the interviewees says at the start of this film, "This movie is documentary evidence of how fucked up marketing is." Spurlock does indeed inevitably encounter the pros and cons of the industry. The question is whether he'll get his documentary made.