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The Greatest Movie Ever Sold: movie review

'Super Size Me' director Morgan Spurlock spins a metadocumentary on branding and film in 'The Greatest Movie Ever Sold.'

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Morgan Spur­lock is a jokester documentarian who fancies himself a social reformer. I'd call him Michael Moore Lite except Moore himself can be pretty Lite.

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.

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