West Virginian Morgan Spurlock’s latest documentary, “POM Wonderful Presents: The Greatest Movie Ever Sold” continues to do well way beyond its January release.
The film is a tonge-in-cheek commentary on product placement, or the practice of indirect advertising by inserting products in film and television shots where the viewer can see them.
The most ironic and amusing aspect of the film is the way Spurlock financed his film: he utilized product placement. The film title was purchased by POM Wonderful — the pomegranate juice makers, the same way major sporting venues are purchased and renamed by sponsors.
He also enticed Mane n’ Tail shampoo to supply products, and as part of the deal Spurlock was occasionally accompanied by Mane n’ Tail’s miniature horse Tom-Tom.
“The Greatest Movie Ever Sold” could be seen as a cautionary tale in some parts, a warning in countries that have not fully embraced product placement. However, Spurlock doesn’t see himself as anti-commercial or anti-advertising. “It’s going to start making its way into colleges and with different kinds of business programs.” he said.