A version of this review appeared April 14, when "POM Wonderful Presents: The Greatest Movie Ever Sold" played at Philadelphia CineFest
Morgan Spurlock gets to have his cake and eat it, too.
And then sell it - shamelessly.
In POM Wonderful Presents: The Greatest Movie Ever Sold, the documentarian who turned himself into a physical wreck in his debut film, the nothing-but-McDonald's-for-a-month Super Size Me, explores the billion-dollar world of product placement. You know, James Bond downing a Heineken, Tony Stark driving an Audi, every movie star in the world Googling on their Apples.
In a move that's at once meta and masterful, Spurlock goes about exposing the branding industry by getting brand names to fund his movie. Hence the title: Spurlock's biggest backer is POM, the pomegranate beverage in the fancy twin-globe bottles. We watch as he pitches the juicery's plucky chief executive officer Lynda Resnick and her execs, who extol the Viagra-like virtues of their wonder drink on camera. Who's to argue?