The Greatest Movie Ever Sold
Morgan Spurlock is definitely a guy full of ideas and resources. But in would it do not a little too?
The Greatest Movie Ever Sold. The title says it all. Yes, it will issue sales, dollars, big money in this new documentary by Morgan Spurlock, presented at the last Sundance Film Festival. Greenbacks, therefore, but also their immediate corollary: advertising, this damn ad that invades everything, all the time without shame or remorse. The film begins elsewhere on this staggering: there are no less than 412 billion dollars have been spent on advertising and marketing during the year 2010!
But then, Morgan Spurlock is not the first come documentarist. For if the man with some fine whiskers could settle for an all out attack against the god of all-communication, denouncing the practices and goals, he will settle accounts rather well in the world of advertising in vain including it directly in the process of making his own movie. How? Simply by making research funding his film through advertising, product placements and other sellers of wind, the subject of the aforesaid Greatest Movie Ever Sold.
Therefore be in absolute transparency and the development chasm constant. Basically, use it to better denounce it while trying not to get lost itself in runs road. The challenge was not easy. Spurlock and succeeded admirably enough, constantly keeping a critical eye and amused at his own approach to film-makers, continually asking the question: am I myself a sold one, since I accept selling every picture of my film to the first one produces that leads? Agree to put the pub in his film, is it not sell his soul to the devil? All questions are addressed openly, honestly and with good humor. It takes at least recognize him that.
So after having paid his person chowing down on tons of McDonalds to denounce the harm in his previous Super Size Me, That now that Spurlock pay his own movie. Not trivial. There remains, however, despite the undeniable sincerity and investment, despite the originality of the idea and the freshness of the approach, the feeling of attending the painstaking effort of a sub-Michael Moore. Using the same techniques (likable alternative voice, mounting collage extremist-dynamics, movie camera to the shoulder), Spurlock has yet neither the humor nor the flamboyance of his elder.
As to compensate for this slight shift with his model, the documentary is when the radius package info. Concepts at the shovel (brand personality, faction or frightening Neuromarketing), Meetings with some of the sharpest minds on the issue (Noam Chomsky, Ralph Nader, Donald Trump …), heart to heart with artists (JJ Abrams, Quentin Tarantino, Outkast), visit to Sao Paulo, Brazil where all advertising was banned), finding an American education system in tatters, forced to look for resources by using advertising, shameless product placement … everything goes. But everything goes fast, too fast to really make impact.
From the rooster to the donkey, by envy – understandably – to really go around the subject, mounted in haste, The Greatest Movie Ever Sold done more in the confusion in the explanation. Damage. For it is exactly because of this mess that he ends up getting caught at his own game: by being too superficial a spot of good old pub.
