NEW YORK (Reuters) - Director Morgan Spurlock readily admits that the idea for his new documentary was a stroke of genius.
The Director "Super Size Me" satisfied 15 companies to pay $ 1.5 million to fund his last film of the non-fiction, opening of U.S. Friday movie theatres, which examines the corporate marketing, placement and brand integration of products.
Latest swipe of the Director of 40 years at trade shows Spurlock hilarious tongue business to finance his film that exposes the sponsorship and advertising in movies, television and across people turn - knowingly and without knowledge.
With surprising results, some traders to join eventually in exchange for some often comic product placement in the film that gives companies especially good exhibition while Spurlock is also the point. He has even changed the title to add a product "POM Wonderful presents: the greatest film ever sold," in a blink of eye to the manufacturer of juices, POM.
"I am extremely convincing," Spurlock said, laughing about his idea. "But it took a lot of wooing bring them on board, there was a lot of contractual negotiations."
Such is his wooing prowess that, since the film made its debut at the Sundance Festival in January, Spurlock has added even more companies to sponsor its zoom on their own marketing practices. On Wednesday, he announced to eight other corporate sponsors, for a total of 22.
The idea of the movie first hit Spurlock when he and producer Jeremy Chilnick watched the TV show "heroes" and a character became very excited about a certain brand of car.
"I was like"wow,"this is really where we are now with television, such an advertisement in your flagrant face, in the show" he said. ""."Then we said, 'Let's make a film that focuses on product placement, fully paid by product placement." "
They called on hundreds of companies to participate, starting with advertising agencies, and strategists, who all refused to marketing. Then they began to communicate directly with the brand companies.
"Each brand that came in the film, we agreed to not denigrate the in any event, which was consistent, but in the end we could help dictate placement," he said.
"ARTISTIC INTEGRITY, WHATEVER".
The public sees Spurlock launchers in a comic fashion, promising to show himself band drink only POM juice, remain only in the Hyatt hotels, fly only JetBlue and so forth.
It examines the world of cinema, television and music, interviewing major directors of Hollywood as Peter Berg and Brett Ratner, ask their age-old questions of art versus commerce, which Ratner responds, "artistic integrity, what that is."
"The people who make big blockbuster Hollywood films have to play this game, because you have to do everything you can to make a movie that costs of $ 200 million," says Spurlock.
"You really want to much create as we speak in the film with"iron Man", the ubiquity of advertising".
Yet, as his hit "Super Size Me," which punishment McDonald's restaurants, the "most great film never sold" has a serious side.
Spurlock goes in American schools struggling for funding and research by businesses on the market for children.
"That will really take people back is the advertising medium begins to creep into the educational system," said Spurlock. "To make ends meet, they begin to sell advertising in schools... they are marketing for your children in a classroom.".
The Director made a trip to Sao Paulo, Brazil, where five years ago, they banned outdoor advertising, and he marvels the ban and the possibility to see the architecture.
"Perhaps eliminate advertising in all the cities in the world is not the answer, but it is an incredible way to see things differently," said. "If we removed it a little."
Ultimately, Spurlock is honest about his own brand of documentaries, using light and entertaining comedy to send a serious message.
"I would like to give you spinach, but I want that spinach to taste like cotton candy," he said.
(Edition by Bob Tourtellotte)
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