Film Reviews

The Greatest Movie Ever Sold

• Rating:
• Director: Morgan Spurlock
• Starring: Morgan Spurlock
• Details: US/TBC TBC

Morgan Spurlock took a bit of a knocking for his last effort, Where in the World Is Osama Bin Laden? So it's unsurprising to see him back in a more familiar feeling documentary, tackling a subject that involves Corporate America. There's no doubting that this is a cracking idea for a doc, and initially Spurlock does a stellar job drawing us in and educating us on the world of product placement; but it runs out of steam when the focus shifts from how it funds the film.
In the intriguing set-up, Morgan begins shooting whilst asking numerous companies to fund the documentary. He sells in-movie advertising, will wear sponsored clothing, drink their beverages constantly on camera and even sell the above the title rights for a million dollars - all to fund a film he's making as takes these meetings. He even appears on Jimmy Kimmel, talking about the movie, saying the interview he's "doing right now" will end up in it too - much to Kimmel's amusement.
A huge part of what makes 'Greatest' enjoyable is Spurlock himself. He's an amiable presence on screen, but goes about his work similarly to ace British documentarian, Louis Theroux. You get the impression he's smarter than he lets on, but it's never talking down to the audience, and it works perfectly with the subject matter here. Product placement in movies is a confusing and fascinating world, and he takes us through the bones of it with humour and skill.
It does fall a little flat when it's no longer meetings with company execs and instead focuses on more what the film has become when as full blown corporate entity; which is more or less a sign that, like 'Where in the World' Spurlock wasn't sure how to end the production, or what the core message is. That said, it does fit into the tone of "I'm just figuring this stuff out now too" as the affable focus of proceedings.
Spurlock is a likeable and skilled documentarian tackling an engaging and interesting subject matter. This doesn't always work, but is still worth a look.

Review by Mike Sheridan