'Super Size Me' director Morgan Spurlock spins a metadocumentary on branding and film in 'The Greatest Movie Ever Sold.'
His most famous film is "Super Size Me," where he ate nothing but McDonald's fast food for a month while chronicling on camera his widening girth and skyrocketing cholesterol. Spurlock's most recent film, "Where in the World is Osama bin Laden?" was a facetious attempt to track down the titular bad guy.
For his new film, Spurlock had a potentially kicky idea: Since movies are already replete with product placements, why not make a movie about how the branding process works and finance it entirely with – voilà – product placements? The result is "POM Wonderful Presents: The Greatest Movie Ever Sold."
As you no doubt have already surmised, POM Wonderful, the makers of those chubby, pricey bottles of pomegranate juice, kicked in a million dollars and became the film's over-the-title presenter. The movie's overall budget, around $1.5 million, was filled in by product plugs for everything from Ban deodorant, JetBlue and Hyatt Hotels to Mini Cooper and horse shampoo.