Projections - Movie Reviews
With Jim Sabatini

POM wonderful presents. The greatest movie ever sold.

POM wonderful presents.  The greatest movie ever sold.

Rated: PG-13  
Reviewed by: Jim  
Release date: May 13, 2011 Released by: Sony Pictures Classics

Morgan Spurlock's new targeting documentary may go off the promotional deep end when it comes to how commercialized movies have become.
The director of Super Size Me obviously is into the blatant process of "buying in" as the pomegranate juice company heading displayed in his POM Wonderful Presents: The Greatest Movie Ever Sold put down a million as part of twenty that made up its budget.
Amusing, if a bit lengthy given its smug way of doling out information with logos of eco-minded sponsors and probably perturbing many corporate types, some may wonder about the investigating into this kind of celluloid financing. Audience response to movie-trailers through some electromagnetic contraption may not be as cutting-edge as made out to be.
Still, the lighthearted approach may camouflage its gimmicky nature enough, as one major company has employed the plugging to equivocal effect in recent years for many of its big-screen and small-screen ventures.
The talking heads include directors (noting the importance of products mentioned by a performer), and a renowned consumer activist like Ralph Nader who seems to condone what he is apparently outspoken against, if a pair of complimentary shoes is any indication.
If the mischievous, insightful filmmaker is prominently sold on contemporary notions of this type of advertising, many may find themselves more than plugged up for compensation if not disdainful of those behind this kind of complaisant specialty entertainment.

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