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'The Greatest Story Ever Sold' really is a joy to watch Jeri Jacquin | Sat, Apr 23 2011 12:34 AM

Opening in theaters this Friday, director Morgan Spurlock, the mastermind behind “Super Size Me,” brings us “Pom Wonderful Presents: The Greatest Story Ever Sold.”

This film tells the story of Spurlock and his new project — to get advertisers to pay for a film about how product placement is used and its effects on our society.

Cameras follow Spurlock as he goes from company to company pitching his idea. Some companies don’t fall for his plans or his charms but others catch on to his divine madness.

Enlisting the thoughts of Ralph Nader, director J..J Abrams and Quentin Tarrantino, Spurlock asks the questions of film and television “Really?”

 It also doesn’t take him long to discover that the immersion of product placement has found another audience — our school children.

Along the way, he brings to light the reality that we, as a people, need to wake up to what we are being fed day by day and demand truth in advertising. Of course, that doesn’t mean he won’t have a little fun along the way.

It is a documentary about branding, advertising and product placement that is financed and made possible by branding, advertising and product placement!

Final word: What can be said about this guy? He is insanely brilliant, with the country boy looks to get away with such a feat. There isn’t anything about this film I didn’t like. It was informative, a rude awakening and a chance to laugh at ourselves.

If you need to see more of his brilliance, then check out “The Other F Word,” “30 Days,” “Where in the World is Osama bin Laden?” and “What Would Jesus Buy?”

When I asked Spurlock about the film he said, “My work tries to get you to make up your own mind. I don’t want to tell you what to think or what to believe. I want you to walk out of the theater and have your own thoughts about the topic. For me that’s the most important thing.”

I also asked if this film will make companies change the way they treat consumers.

“I think that the more a company embraces this idea of honesty, the more they realize that these ad agencies don’t have their best interest in mind and they look at new and creative ways to get the message out — then maybe. They need to stop being so overt and in our faces all the time,” he said.

What surprised me most is when I asked Spurlock about his next project.

 “We are working on a film about Comic-Con that we shot last summer here in San Diego,” he said. “We are telling the story of seven people and seeing the story through their eyes, showing the power and the influence of this pop culture event and the scope of it.”

Tubs of popcorn: I give “PWP: The Greatest Story Ever Sold” four tubs of popcorn out of five. It is brilliantly done, gets to the core and yet manages to offer fun and humor mixed in. We are a complex group of carbon-based units that sometimes fall for what we see. Spurlock is the new ringmaster of reality!

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