We all know product placement happens in movies. You see the results when a can of Coke is seen in a shot instead of a generic soda, or a corporate logo comes into focus in a scene played out in Times Square.
The existence of product placement is not a mystery or scandal, but Morgan Spurlock wanted to put it to a real test. Big budget movies like Iron Man can command huge numbers for fast food endorsement deals. But could Spurlock finance an indie documentary on product placement alone?
He actually did raise $1.5 million to make The Greatest Movie Ever Sold from sponsors like Pom Wonderful juice, Ban deodorant and Sheetz fast food. Perhaps not surprisingly, McDonalds wanted nothing to do with the Supersize Me guy.
Along the way, Spurlock investigated how advertising impacts our lives. He spoke to filmmakers who have to balance corporate demands with artistic integrity. He spoke to the organization that ensures products are represented favorably in the media. He contrasted America with Sao Paolo, where outdoor advertising is banned. He even bought ads from schools who sell banners to make up for budget cuts.
Sporting a special suit, emblazoned with the logos of all his sponsors, Spurlock hit the Sundance Film Festival. This is all part of the film too. The product placement continues in the marketing of the movie. He even pre-recorded a Jimmy Kimmel Live segment that will air the first week of April, and used a clip of the segment in the film. Wearing his funding on his sleeve, literally, is all part of the fun in Spurlock's style of social commentary.
SG: After ravaging your body and going after bin Laden, did you want to tackle a lighter subject?
MS: Yeah, I mean I thought this film was just a smart fun way to get into a topic that literally affects all of us. Advertising and marketing is something that affects all of our lives every day. One thing I think this film does really well, at least did for me is change the way I look at marketing and advertising. I think what will happen after this film, people who see it will start to recognize how often theyre targeted or how often theyre being pushed to buy or consume.
SG: Where did that KFC commercial you found, about how healthy their fried chicken is, actually air?
MS: Isnt that amazing? It aired here in the states. I dont even remember where we pulled that from but it was remarkable, right?
SG: Where did they put that on TV that they thought anyone would believe fried chicken is healthy?
MS: I hope someplace that really needs that good healthy living like California.
SG: Will the Kimmell segment you shot be on his show?
MS: Itll air in April when the movie comes out. When I called him and said, Heres the movie were making. Wed love to shoot this bit to be in the film and he said, Absolutely. Wed love to help you out. So we went on his show, told the audience this is for a film thats coming out next year. Dont tell anybody what we talked about. Literally no one tweeted about it. Nobody put it on Facebook. It was amazing. Then we put that in the film and that will be on television when the film comes out.
SG: We see in the film that a lot of corporations that turn you down just when they heard your name. Since when are you so controversial? You just did a McDonalds documentary.
MS: Yeah, worked out great for them. Look how great it worked for those guys. Their stocks through the roof.
SG: But youre not Michael Moore going to corporate headquarters and doing stunts.
MS: Sure, but I think from a corporate standpoint, they look at it as the film did skewer McDonalds in a lot of ways and take them to task. I think their fear was suddenly were going to be the bad guy. I think brands were worried about suddenly being the bad person in this film. Which I think the brands that are in this film come off great because they look like they actually had some confidence in who they are and also in the ability of us to tell a great story.
SG: Why do corporations think this is a secret? Like we dont know?
MS: I think that there are people within the industry who know that it happens a lot. I put it all, in a lot of ways, when I look at it like Super Size Me, that Super Size Me affected a lot of people. It changed the way they eat. This is a lot in the same way. Its like if you havent heard, fast foods bad for you. Oh my gosh, yeah, youre being marketed to all the time and heres how. I think this film does start to make you realize, and it did for me over the course of making it, literally everywhere where youre being sold to. Im so much more attuned to it because I see it everywhere I go, whether its on a plane or in a car or even in a restroom where theres a sign up, which theres not one here thank goodness. Theres no advertising actually in the bathroom here.
SG: But this is the Bing lounge where we're doing this interview. Even the Sundance press room is sponsored.
MS: Yeah, the whole place is a commercial. Were actually sitting in a commercial right now. It says it over there, it says it over there.
SG: But you helped the school system by buying ads.
MS: Thats exactly right. I was helping out the school system. I was doing my part as a citizen to help make that school better.
SG: I was not aware they sold ads in schools. Lets encourage citizens to help contribute to the school budgets.
MS: Well, I think thats a great idea. For me, I think theres a way to tie in things on a local level, and maybe this film will do that. Maybe itll start a conversation to get some of the stuff out of schools and start to get some other type of support from a local community level. People dont want to pay more taxes, especially local people. When theres initiatives to raise more money to go to local schools, it always gets voted down in referendums across the country. So what are these school districts supposed to do? The people who ultimately always have the most money seem to be corporations.
SG: Was Where in the World is Osama Bin Laden a success?
MS: I thought it was a success. I like that film very much. Ive seen countless people here and people who talk about how much they enjoyed the film and how it made them look at the world differently. Its a good question as to why that film wasnt received the way it was, whether it came down to it was too much of a conversation, did it not hit things the way people wanted to? If it had been released a little differently, would it have made a difference? Who knows? But I personally am proud of that film and Im proud of the people who show it. For me, one of the things I really wanted that film to also do is be shown in schools and for kids to really open a conversation, which Super Size Me is shown in health classes all across the country and Ive spoken to history teachers in middle school and high school who show that to kids to start a conversation about global culture and global politics, which is great.
SG: Did the film make the point you were hoping to make?
MS: Yeah, I think at the end of the day to realize that there are people around the world who look at the world differently but arent much different from us, that there are people who have the same hopes and dreams as me as a parent all around the world. To be reminded of that I think is a good thing. Somebody with a kid loves their kid.
SG: Have you followed the Red State protests going on at Sundance?
MS: Oh no, whats happening? Is it the Westboro Baptist Church, the God hates fags guys?
SG: The very same.
MS: This is the first Ive even heard that there were protests. I feel so out of the loop now. I feel like I completely missed it. To be Kevin Smith, Im sure Kevin Smith is relishing in the fact that thats happening because you couldnt be getting better press or attention than over something like that. I would love to see that film. I love Kevin Smith. I think hes so fantastically smart and funny, but its like how could you be upset about that.
SG: What is it that there are multiple films coming out where filmmakers are exploring that issue with a homophobic villain?
MS: I think a lot of it comes back to the push for gay rights, especially for marriage rights in the United States right now. That really state by state and nationwide is continuing to be a real topic of discussion. I think that thats what these things are being hinged upon or thats what theyre stemming from is the fear thats being associated with that or the anger thats being associated with that. From my standpoint, I don't know who gets really affected by that. Its like whats the big deal?
SG: When you see a hateful protest, whatever your position, wouldn't you just want to say, "Okay, those anti-gay people are so awful and hateful, let's not be like those people?"
MS: For me its like when I see the folks from Westboro Baptist Church, Im just like theyre crazy. The level of insanity that comes out of the stuff they protest and their message is nuts. Its completely disconnected from humanity and morality. Thats why I love everywhere they ever are, theres always a counter protest to their protest which I think is the best thing that could happen.
The Greatest Movie Ever Sold is in theaters April 22.
The existence of product placement is not a mystery or scandal, but Morgan Spurlock wanted to put it to a real test. Big budget movies like Iron Man can command huge numbers for fast food endorsement deals. But could Spurlock finance an indie documentary on product placement alone?
He actually did raise $1.5 million to make The Greatest Movie Ever Sold from sponsors like Pom Wonderful juice, Ban deodorant and Sheetz fast food. Perhaps not surprisingly, McDonalds wanted nothing to do with the Supersize Me guy.
Along the way, Spurlock investigated how advertising impacts our lives. He spoke to filmmakers who have to balance corporate demands with artistic integrity. He spoke to the organization that ensures products are represented favorably in the media. He contrasted America with Sao Paolo, where outdoor advertising is banned. He even bought ads from schools who sell banners to make up for budget cuts.
Sporting a special suit, emblazoned with the logos of all his sponsors, Spurlock hit the Sundance Film Festival. This is all part of the film too. The product placement continues in the marketing of the movie. He even pre-recorded a Jimmy Kimmel Live segment that will air the first week of April, and used a clip of the segment in the film. Wearing his funding on his sleeve, literally, is all part of the fun in Spurlock's style of social commentary.
SG: After ravaging your body and going after bin Laden, did you want to tackle a lighter subject?
MS: Yeah, I mean I thought this film was just a smart fun way to get into a topic that literally affects all of us. Advertising and marketing is something that affects all of our lives every day. One thing I think this film does really well, at least did for me is change the way I look at marketing and advertising. I think what will happen after this film, people who see it will start to recognize how often theyre targeted or how often theyre being pushed to buy or consume.
SG: Where did that KFC commercial you found, about how healthy their fried chicken is, actually air?
MS: Isnt that amazing? It aired here in the states. I dont even remember where we pulled that from but it was remarkable, right?
SG: Where did they put that on TV that they thought anyone would believe fried chicken is healthy?
MS: I hope someplace that really needs that good healthy living like California.
SG: Will the Kimmell segment you shot be on his show?
MS: Itll air in April when the movie comes out. When I called him and said, Heres the movie were making. Wed love to shoot this bit to be in the film and he said, Absolutely. Wed love to help you out. So we went on his show, told the audience this is for a film thats coming out next year. Dont tell anybody what we talked about. Literally no one tweeted about it. Nobody put it on Facebook. It was amazing. Then we put that in the film and that will be on television when the film comes out.
SG: We see in the film that a lot of corporations that turn you down just when they heard your name. Since when are you so controversial? You just did a McDonalds documentary.
MS: Yeah, worked out great for them. Look how great it worked for those guys. Their stocks through the roof.
SG: But youre not Michael Moore going to corporate headquarters and doing stunts.
MS: Sure, but I think from a corporate standpoint, they look at it as the film did skewer McDonalds in a lot of ways and take them to task. I think their fear was suddenly were going to be the bad guy. I think brands were worried about suddenly being the bad person in this film. Which I think the brands that are in this film come off great because they look like they actually had some confidence in who they are and also in the ability of us to tell a great story.
SG: Why do corporations think this is a secret? Like we dont know?
MS: I think that there are people within the industry who know that it happens a lot. I put it all, in a lot of ways, when I look at it like Super Size Me, that Super Size Me affected a lot of people. It changed the way they eat. This is a lot in the same way. Its like if you havent heard, fast foods bad for you. Oh my gosh, yeah, youre being marketed to all the time and heres how. I think this film does start to make you realize, and it did for me over the course of making it, literally everywhere where youre being sold to. Im so much more attuned to it because I see it everywhere I go, whether its on a plane or in a car or even in a restroom where theres a sign up, which theres not one here thank goodness. Theres no advertising actually in the bathroom here.
SG: But this is the Bing lounge where we're doing this interview. Even the Sundance press room is sponsored.
MS: Yeah, the whole place is a commercial. Were actually sitting in a commercial right now. It says it over there, it says it over there.
SG: But you helped the school system by buying ads.
MS: Thats exactly right. I was helping out the school system. I was doing my part as a citizen to help make that school better.
SG: I was not aware they sold ads in schools. Lets encourage citizens to help contribute to the school budgets.
MS: Well, I think thats a great idea. For me, I think theres a way to tie in things on a local level, and maybe this film will do that. Maybe itll start a conversation to get some of the stuff out of schools and start to get some other type of support from a local community level. People dont want to pay more taxes, especially local people. When theres initiatives to raise more money to go to local schools, it always gets voted down in referendums across the country. So what are these school districts supposed to do? The people who ultimately always have the most money seem to be corporations.
SG: Was Where in the World is Osama Bin Laden a success?
MS: I thought it was a success. I like that film very much. Ive seen countless people here and people who talk about how much they enjoyed the film and how it made them look at the world differently. Its a good question as to why that film wasnt received the way it was, whether it came down to it was too much of a conversation, did it not hit things the way people wanted to? If it had been released a little differently, would it have made a difference? Who knows? But I personally am proud of that film and Im proud of the people who show it. For me, one of the things I really wanted that film to also do is be shown in schools and for kids to really open a conversation, which Super Size Me is shown in health classes all across the country and Ive spoken to history teachers in middle school and high school who show that to kids to start a conversation about global culture and global politics, which is great.
SG: Did the film make the point you were hoping to make?
MS: Yeah, I think at the end of the day to realize that there are people around the world who look at the world differently but arent much different from us, that there are people who have the same hopes and dreams as me as a parent all around the world. To be reminded of that I think is a good thing. Somebody with a kid loves their kid.
SG: Have you followed the Red State protests going on at Sundance?
MS: Oh no, whats happening? Is it the Westboro Baptist Church, the God hates fags guys?
SG: The very same.
MS: This is the first Ive even heard that there were protests. I feel so out of the loop now. I feel like I completely missed it. To be Kevin Smith, Im sure Kevin Smith is relishing in the fact that thats happening because you couldnt be getting better press or attention than over something like that. I would love to see that film. I love Kevin Smith. I think hes so fantastically smart and funny, but its like how could you be upset about that.
SG: What is it that there are multiple films coming out where filmmakers are exploring that issue with a homophobic villain?
MS: I think a lot of it comes back to the push for gay rights, especially for marriage rights in the United States right now. That really state by state and nationwide is continuing to be a real topic of discussion. I think that thats what these things are being hinged upon or thats what theyre stemming from is the fear thats being associated with that or the anger thats being associated with that. From my standpoint, I don't know who gets really affected by that. Its like whats the big deal?
SG: When you see a hateful protest, whatever your position, wouldn't you just want to say, "Okay, those anti-gay people are so awful and hateful, let's not be like those people?"
MS: For me its like when I see the folks from Westboro Baptist Church, Im just like theyre crazy. The level of insanity that comes out of the stuff they protest and their message is nuts. Its completely disconnected from humanity and morality. Thats why I love everywhere they ever are, theres always a counter protest to their protest which I think is the best thing that could happen.
The Greatest Movie Ever Sold is in theaters April 22.