Morgan Spurlock, the man who makes the world’s most adorable documentaries, is thinking big to promote his latest movie The Greatest Movie Ever Sold. The conceit: Spurlock financed a documentary on product placement entirely through product placement to the point that the official title of the movie is POM Wonderful Presents: The Greatest Movie Ever Sold. (See, adorable!) As a dedicated spokesperson and filmmaker, Spurlock is doing everything he can to spread the word about POM Wonderful and his movie. Spurlock purchased the rights to rename Altoona, Pennsylvania “POM Wonderful Presents The Greatest Movie Ever Sold, Pennsylvania” for $25,000. Spurlock quipped, “I can’t think of a better way to celebrate the shifting tide of business in America.” [via The Wrap]
Now, the name change is only temporary, effective for 60 days starting April 27. Still, it sounds like a great couple of months to be an Altoid. The Greatest Movie Ever Sold is scheduled for limited release on April 22. Read the official synopsis after the break.
Filmmaker Morgan Spurlock explores the world of product placement, marketing and advertising in POM Wonderful Presents: THE GREATEST MOVIE EVER SOLD, a film that was fully financed through product placement from various brands, all of which are integrated transparently into the film.
While using brands in film promotion is not new for Hollywood, it certainly is new territory for the documentary format. Spurlock exploits the phenomenon to new heights, with everything from branded pizza boxes and in-flight film promotions to branded-everything in-film.
POM Wonderful Presents: THE GREATEST MOVIE EVER SOLD unmasks the marketing process to bring audiences behind closed doors directly into the pitch meetings and marketing presentations which ultimately inform our everyday entertainment decisions. Sponsors were provided with brand category exclusivity. Each of the brands represented in the film have sponsorship arrangements with Spurlock, placing him front and center in their brand campaigns and advertisements, both on and off-line. Partners have the unique right to promote themselves in association with Spurlock and the film as “The Greatest.” The agreements also stipulate that Spurlock maintains creative control of the film’s content and final edit.
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“Great couple of months to be an Altoid”…Well played, sir. Well played.
Glad you liked. I assumed they’d be Altoonans. It was a nice surprise to look it up and see that Altoid is an accepted demonym for citizens of Altoona.
I grew up in Altoona, and can confirm the usage of Altoid as demonym at least back to the mid-80s. I can also confirm that the town is a decrepit warren of misery and crime. The “flavor” of Altoona is not exactly Pom Wonderful or even Curiously Strong mint. No, it’s rather a wilted salad of B.O., soot, and crack fumes.
Spurlock’s $25k will probably be just enough to cover a personal security detail from the police during the film’s Altoona premiere, assuming someone at city hall doesn’t pocket the check.
I am from Altoona, and can confirm the local use of “Altoid” at least back to the mid-80s. I can also confirm that Altoona is a warren of crime and misery. The real flavor of Altoona is not Pom Wonderful or even Curiously Strong Mint. No, it’s rather a wilted salad of B.O., soot, and crack fumes.
Spurlock’s $25k ought to be enough to cover a personal security detail during the Altoona premiere, though. That’s assuming someone at City Hall doesn’t pocket the check.
Speaking of documentaries and shameless plugs… be sure to keep an eye out for my own meta-documentary which examines the growing concern over the quality of modern day documentaries: “I’ve Got Something You Should Totally Watch Bro… It’ll Change Your Life”
I WAS BORN IN THIS FUCKING CITY. THIS IS THE BEST NEWS SINCE THEY BUILT A BARNES AND NOBLE.
I’m really starting to hate this guy.