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16/10/2011

REVIEW. POM PRESENTS THE GREATEST MOVIE EVER SOLD.

We’re all aware of how much advertising we’re subjected to every day, or at least we think we are. Endorsements on food packaging, billboard ads, sports team sponsorships and now even embarrassingly blatant product placement in TV shows. It’s inescapable.

Morgan Spurlock’s latest documentary ’POM presents The Greatest Movie Ever Sold,’ has been made with the intention of highlighting this exact issue.

Throughout the film, we follow Spurlock as he approaches brands in an attempt to raise the 1.5 million dollars needed to make his documentary.

The process is shown from start to finish; the choosing of the brands, the meetings and even the marketing of the end product itself. Interviews with industry experts help to explore the different views, and Spurlock certainly meets some quirky characters.

In typical Spurlock style, the tone is tongue in cheek and laugh out loud funny. Nevertheless, the brands who were bold enough to take part are in no way negatively portrayed. If anything, they gain the audience’s respect for their transparency and sense of humour.

’The Greatest Movie Ever Sold’ shines a brighter light on the extent to which brands control mainstream cinema. It’s an eye-opening documentary that will have you thoroughly entertained every step of the way.

Rating...

****

Reviewed by Francesca Bassenger, images courtesy of Sony Picture Classics.

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