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Does The Greatest Movie Ever Sold trailer work?

GreatestMovieEverSold.jpgI find myself a little confused and lost by the trailer for The Greatest Movie Ever Sold. While it's clearly telling us the film is all about advertising, it doesn't convey what some of these scenes are trying to get across, who the people are, and what's actually happening.

Perhaps it's a difficult concept to get across, but it just doesn't work. The scene where he pulls up his shoe and shows it, or where he asks the table of people a question about what describes something and they don't know feel like they should be conveying something to us, making us laugh or despair, but I'm feeling rather lost by them.

The blurb might be something that could help us find our way with The Greatest Movie Ever Sold:

Boundary-pushing Oscar(R)-nominated filmmaker Morgan Spurlock explores the world of product placement, marketing and advertising in POM Wonderful Presents: The Greatest Movie Ever Sold, a film that was fully financed through product placement from various brands, all of which are integrated transparently into the film.

While using brands in film promotion is not new for Hollywood, it certainly is new territory for the documentary format. Spurlock exploits the phenomenon to new heights, with everything from branded pizza boxes and in-flight film promotions to branded-everything in-film.

With humor and insight, POM Wonderful Presents: The Greatest Movie Ever Sold unmasks the marketing process to bring audiences behind closed doors directly into the pitch meetings and marketing presentations which ultimately inform our everyday entertainment decisions.

Sponsors were provided with brand category exclusivity. The brands that agreed to sponsor the film placed Spurlock front and center in their brand campaigns and advertisements, both on and off-line. Partners have the unique right to promote themselves in association with Spurlock and the film as "The Greatest." The agreements also stipulate that Spurlock maintains creative control of the film's content and final edit.

Okay so now I understand this a little more, and it really didn't come through the trailer. The blurb makes it much clearer, although I did get the film was about the marketing behind cinema and you get a sense it's going to expose the processes behind it, the trailer just doesn't tell the viewer enough, doesn't pull them into it enough, unless they read that blurb.

I'm looking forward to the film despite some criticism I've read of it, but I do wonder what it's going to ultimately tell us that we didn't already know. Are we going to be shocked to discover how much marketing is happening in film and on products associated with film? I don't think so, it's perhaps the process that is going to surprise us.

In the meantime, here's the trailer for The Greatest Movie Ever Sold over at Apple Trailers in Quicktime high definition.




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