POM Wonderful Presents: The Greatest Movie Ever Sold is Morgan Spurlock’s latest film, and the only documentary that I signed up for in this year’s R&A.
The film cuts an impressive swath through the world of product placement, the act of funding films by introducing products and brands on screen.
Spurlock walks through the process of getting a rough dozen of brave companies to fund a film that describes the act of funding films. In effect the company executives and spokesmen on screen are effectively playing themselves.
The film is far more interesting than it initially appears. It is cut to a rapid whole. Some interviews are almost painfully brief, and some of the subjects would have been nice to listen to for more than a few precision-cut sentences.
The best film in the festival thus far, but there’s plenty still to come.
And it would have been a perfect opportunity to launch Pom Wonderful as a brand in Finland, but it seems that the real pomegranate juice isn’t sold outside the US.