POM Wonderful Presents The Greatest Movie Ever Sold - Followed by a Q & A with Morgan Spurlock Himself

Last night I was privileged to be at the Cinefest Philadelphia 2011’s screening of “POM Wonderful Presents: The Greatest Movie Ever Sold” – and the surprise Q & A afterward with the genius himself, Morgan Spurlock. Perhaps you are already acquainted with Mr. Spurlock through his last hit documentary – the controversially so-disgusted-I-can’t-look-away “Super Size Me.” Or possibly you’ve read about how he commandeered a Pennsylvania town name (Altoona) for 60 days – (if you haven’t, read here).

First, from a marketer’s standpoint I was mildly disturbed by the movie’s accuracy in lifting the veil from certain marketing mysteries, which obviously we use to spin our devilish webs. That being said, it was a fantastic and comedic exposé on the product placement process in movies and television. How can one sell out if there is complete and total transparency about the entire transaction?

Some highlights without spoilers: Every 30-second commercial, Spurlock’s original spots for POM Wonderful and “Mane N’ Tail did not pay to be in this movie. Morgan is contractually obligated to tell you this.” Sidenote: The companies that sponsored the film were brave, out-of-the-box thinkers who were highlights in and of themselves - especially the first brand to join.

On the screen and off, Morgan Spurlock is larger than life (and not because of the effects of his last documentary.) While one unnamed potential sponsor (GUESS) called Spurlock the Average Joe, when he walked down to the front of Ritz East Theater yesterday for the Q & A, his race-car-esque blazer with POM emblazoned across it said otherwise. His dynamic personality was as real off camera as on, leading me to believe that he has far from sold out.

An unexpected angle to the film (and Q&A)? Corporate sponsorships stepping into the sacred realm of education. CineFest Closing Party - PART DEUX.