A documentary about branding, advertising and product placement that is financed and made possible by brands, advertising and product placement.
It makes one wish Spurlock would show a bit more intellectual and political muscle rather than being content with lightweight showmanship that is in thrall to the commodification it claims to abhor.
A strong gimmick, but it doesn't quite hang together as a documentary as well as it might.
Spurlock doesn’t delve deep, but he’s a likeable companion over 90 minutes and his Hollywood interviews are instructive.
Oh the delicious, self-referential irony.
The result is glossy, diverting and shout-it-from-the-rooftops obvious– exactly like an ad, then.
Really, it's quite odious.
Clever but compromised documentary.
Whereas his diatribe against Big Macs actually told us a few things we didn't know about the fast-food industry, this squib on product placement has nothing to say other than "marketing works". Well, did you ever?
Though Spurlock always has a tendency to look a little pleased with himself, it’s hard not to admire his chutzpah: even the repetitive structure of the movie acts as a comment on the way advertising works.
It's an amusing, shallow film with some serious contributions.
The Greatest Movie Ever Sold is a diverting comedy and a valuable conversation starter, but it's annoyingly sketchy journalism.
While unlikely to derail a well-oiled machine, Spurlock returns with an eye-opening exploration into a process that will only become more ingrained and influential as it bombards global populations.
Is Morgan Spurlock buying into film branding or super-selling out?
This headline is brought to you by Morgan Spurlock
Morgan Spurlock exposes product placement
Everything Morgan Spurlock touches turns to sold
Morgan Spurlock
Cameo, Edinburgh from Friday October 14, 2011, until Thursday October 20, 2011. Check website for times.. More info: http://www.picturehouses.co.uk/
Glasgow Film Theatre, Glasgow from Friday October 14, 2011, until Thursday October 20, 2011. Check website for times.. More info: http://www.glasgowfilm.org/theatre/
Dundee Contemporary Arts, Dundee from Monday November 7, 2011, until Thursday November 10, 2011. More info: www.dca.org.uk
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