POM Wonderful Presents: THE GREATEST MOVIE EVER SOLD (8/10)
Run time 88 minutes.
One of the real deplorable trends in modern movie making is the presence
of product placement. In the old, better, days of Hollywood, labels were
turned away from the camera so there would be no favoring of one product
Today, that has gone by the boards. With the cost of movies ever
skyrocketing (in 1950, Academy Award winner All About Eve cost
approximately $600,000 to make. In 2010, Avatar cost approximately $280
million and didnít win the Oscarģ. Manufacturers of products gleefully
line up to have their products promoted in major motion pictures and
that money is what allows lots of movies to be made.
Some manufacturers are so eager to be displayed they are little more
than prostitutes. Whenever thereís a movie with a laptop computer in it
today, itís shown from behind with the Apple logo. Apple wonít put a
simple, easy-to-replace battery in its products, requiring instead that
their customers return their products like iPods and iPhones to them for
expensive battery replacement. But they stand in line like kids with
their tongues hanging out to pay movie producers big bucks to have Apple
products shrewdly placed in films.
Writer-director Morgan Spurlockís last film, Freakonomics was
horrible, to give it the best of it. This, on the other hand, is a
laugh-out-loud funny. Spurlock shows how product placement works by
showing how he financed this film by approaching manufacturers of
products to place them in his movie. The people he approached allowed
him to bring cameras into their conference rooms and to film the
meetings as Spurlock pitched them. Itís fascinating and funny.
When my screening was through and we exited the screening room on the
Sony lot, there was a table full of free products donated by the
manufacturers who did agree pay to finance the film and have their
products displayed, including POM Wonderful, which markets 100% pure
pomegranate juice. According to the movie, they paid $1 million to have
their name in the title.