Cinefest Philadelphia 2011 Closing Party - With special guest Morgan Spurlock

PHILADELPHIA, PA (April 14, 2011) - After the last question of a stirring Q&A with Morgan Spurlock about his documentary "POM Wonderful Presents The Greatest Movie Ever Sold," Philadelphia Cinfest 2011 pulled the curtains closed on a successful one-week run last Thursday night. The closing night crowd applauded Spurlock's latest addition to American cinema and flooded out the doors of Ritz East into the night - or across Walnut Street to Positano Coast for the closing night party. There, Spurlock waited to greet the partygoers as they arrived, shaking hands and smiling for photos like the cat who ate the (product placement) canary. He even stopped for a photo with me and boyfriend Quin Turner - aspiring musician - and then stayed well into the night mingling with Philadelphia filmsters. (Note on his Q & A - ask a question about it and all will be revealed.)

As the location for Cinefest Philly's closing night party, Positano Coast was the perfect venue for what can only be described as a networking event. With an outdoor balcony and wind softly blowing through the open second floor on Chestnut Street, the atmosphere was upstaged only by the fantastic nibbles that the Positano staff were continually circulating with. With hipsters and artists in every corner sipping on Cinefest-influenced cocktails, I made some interesting connections with Delco reporter Nathan Lerner and art institute mogul Hayden Craddolph. Look forward to hearing about some developments or events coming about in the wake of Cinefest - and if you're in withdraw from indie flicks or documentaries, check out the upcoming West Chester Film Festival - http://www.westchesterfilmfestival.com . Check the blog for tomorrow's entry about another Philly area restaurant week, in case you missed the other 100 recent ones.

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.