DID YOU READ

“The Greatest Movie Ever Sold,” Reviewed

“The Greatest Movie Ever Sold,” Reviewed (photo)

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How did we ever live before TiVo and DVR? I honestly don’t remember. I seem to vaguely recall talking to people more. It was horrible.

TiVo and DVR have given us the freedom to control our tevision experience: to record and save our favorite shows or fast-forward through the stuff we don’t want to watch. That freedom, though, is such a complicated thing. We certainly don’t need more marketing in our cluttered lives, but that marketing pays for most of the content on television and the Internet. And as TiVo and DVR have made commercials easier to avoid on television, people have become more resistant to traditional advertising in all cultural contexts. Again, not a terrible thing… except for the people who make their money by creating content for websites that make their money selling advertising. If you won’t look at the ads, the site can’t sell the ads. If they can’t sell the ads, then they can’t pay the writer. If they can’t pay the writer, the writer has to go work at one of the places that put their ad on the site in the first place.

These are the issues at the center of Morgan Spurlock’s ingenious documentary “The Greatest Movie Ever Sold.” In their attempts to circumvent audiences’ post-DVR distaste for commercials, companies have had to find new ways to market to consumers. One of the biggest ways they do it is product placement, the near-subliminal use of brands and products within movies and television shows in exchange for cash. Spurlock wanted to make a film about the rise of product placement but he, like most of us, couldn’t afford to do it without outside funding. So he recruited advertisers to fund his $1.5 million dollar movie about advertising. Hence, the full title of his film “POM Wonderful Presents the Greatest Movie Ever Sold.”

As he did in “Super Size Me,” Spurlock manages to turn a fairly dry issue into an entertaining and funny film by casting himself as its gregarious subject. His schtick is simple but effective: he enters into a high-concept premise with good intentions and limited knowledge, and learns through actions. What better way to understand marketing skullduggery than by becoming beholden to it yourself? As a filmmaker, Spurlock is kind of like Jeff Goldblum in “The Fly:” he’s got these amazing ideas, but to execute them he has to use himself as the test subject, and even if the experiment’s a success, there may be some unforeseen consequences. For instance, Spurlock doesn’t just have to recruit advertisers; he has to make them happy too. That means driving their cars on camera or pimping their shoes during interviews or even, in one case, agreeing not to disparage the entire country of Germany. Achtung!

Even while (POM Wonderful Presents) “The Greatest Movie Ever Sold” dramatizes Spurlock’s quest to fund his movie through sponsors, it repeatedly breaks from its own narrative to offer opposing viewpoints on advertising from cultural critics and intellectuals who caution about the dangers and impact of marketing on our brains, children, and quality of life. You really do get both sides: this movie has an official airline (JetBlue), and an interview with an anti-product placement advocate conducted in that airline’s flagship terminal.

Making a movie about product placement by recruiting advertisers is an inherently gimmicky premise. But when you strip away the comedy, and even the modern relevancy, you realize that Spurlock is speaking to one of the fundamental and eternal questions of cinema: the war between art and commerce. How far should a director be willing to go to make and promote his movie? Some of the most interesting scenes in the movie are the ones in which Spurlock discovers that compromising your art for the sake of commerce comes with its own set of compromises. He pitches POM a whole bunch of ideas for a commercial he has agreed to intergrate into the film. His ideas are clever and funny, in keeping with the tone of the movie he’s making. POM execs reject them all and tell him what they want him to do instead. Selling out is one thing. Handing over the writing of your movie to a sponsor is another.

Despite the creative hurdles, Spurlock effectively straddles the line between selling out and poking fun at selling out. The secret, I think, is transparency. When someone on an evening soap opera calls out one of their friends for acting strange for drinking too much Dr. Pepper, there’s never any acknowledgement that you’re watching a commercial grafted atop a piece of entertainment. Spurlock is totally upfront about what products and companies support him and even tells us how much they’ve paid him in several instances. He doesn’t deny the moments where advertising has its perks, like free cars and drinks, but he’s not afraid to openly admit his reservations about what he’s doing, either. He’s self-aware in a field that’s typically defined by its complete lack of self-awareness.

Eventually, POM and Spurlock are able to agree on an idea for the commercial and, sure enough, it runs within the body of “The Greatest Movie Ever Sold.” There’s two other commercials during the course of the film too, for Hyatt and JetBlue, and it occurs to me that intramovie commercials of the kind Spurlock accidentally pioneers here could represent a new frontier for advertisers. Think about it: when you watch a movie in a theater, your attention is completely focused on the screen. You’re not distracted by the Internet or your phone (hopefully), and you can’t fast-forward. You’re the perfect, captive audience. But don’t worry. Even if intramovie commercials take off, you can still just wait for them to show up on cable and watch them on your DVR.

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Millennial Wisdom

Charles Speaks For Us All

Get to know Charles, the social media whiz of Brockmire.

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He may be an unlikely radio producer Brockmire, but Charles is #1 when it comes to delivering quips that tie a nice little bow on the absurdity of any given situation.

Charles also perfectly captures the jaded outlook of Millennials. Or at least Millennials as mythologized by marketers and news idiots. You know who you are.

Played superbly by Tyrel Jackson Williams, Charles’s quippy nuggets target just about any subject matter, from entry-level jobs in social media (“I plan on getting some experience here, then moving to New York to finally start my life.”) to the ramifications of fictional celebrity hookups (“Drake and Taylor Swift are dating! Albums y’all!”). But where he really nails the whole Millennial POV thing is when he comments on America’s second favorite past-time after type II diabetes: baseball.

Here are a few pearls.

On Baseball’s Lasting Cultural Relevance

“Baseball’s one of those old-timey things you don’t need anymore. Like cursive. Or email.”

On The Dramatic Value Of Double-Headers

“The only thing dumber than playing two boring-ass baseball games in one day is putting a two-hour delay between the boring-ass games.”

On Sartorial Tradition

“Is dressing badly just a thing for baseball, because that would explain his jacket.”

On Baseball, In A Nutshell

“Baseball is a f-cked up sport, and I want you to know it.”


Learn more about Charles in the behind-the-scenes video below.

And if you were born before the late ’80s and want to know what the kids think about Baseball, watch Brockmire Wednesdays at 10P on IFC.

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Crown Jules

Amanda Peet FTW on Brockmire

Amanda Peet brings it on Brockmire Wednesday at 10P on IFC.

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GIFS via Giphy

On Brockmire, Jules is the unexpected yin to Jim Brockmire’s yang. Which is saying a lot, because Brockmire’s yang is way out there. Played by Amanda Peet, Jules is hard-drinking, truth-spewing, baseball-loving…everything Brockmire is, and perhaps what he never expected to encounter in another human.

“We’re the same level of functional alcoholic.”


But Jules takes that commonality and transforms it into something special: a new beginning. A new beginning for failing minor league baseball team “The Frackers”, who suddenly about-face into a winning streak; and a new beginning for Brockmire, whose life gets a jumpstart when Jules lures him back to baseball. As for herself, her unexpected connection with Brockmire gives her own life a surprising and much needed goose.

“You’re a Goddamn Disaster and you’re starting To look good to me.”

This palpable dynamic adds depth and complexity to the narrative and pushes the series far beyond expected comedy. See for yourself in this behind-the-scenes video (and brace yourself for a unforgettable description of Brockmire’s genitals)…

Want more about Amanda Peet? She’s all over the place, and has even penned a recent self-reflective piece in the New York Times.

And of course you can watch the Jim-Jules relationship hysterically unfold in new episodes of Brockmire, every Wednesday at 10PM on IFC.

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Draught Pick

Sam Adams “Keeps It Brockmire”

All New Brockmire airs Wednesdays at 10P on IFC.

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From baseball to beer, Jim Brockmire calls ’em like he sees ’em.

via GIPHY

It’s no wonder at all, then, that Sam Adams would reach out to Brockmire to be their shockingly-honest (and inevitably short-term) new spokesperson. Unscripted and unrestrained, he’ll talk straight about Sam—and we’ll take his word. Check out this new testimonial for proof:

See more Brockmire Wednesdays at 10P on IFC, presented by Samuel Adams. Good f***** beer.

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