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'Greatest Movie' explores world of marketing

April 21, 2011 12:00:00 AM PDT
Filmmaker Morgan Spurlock has switched his focus from fast food to the business of making movies. The "Super Size Me" director took to the red carpet on Wednesday night to premiere his latest documentary, "Pom Presents: The Greatest Movie Ever Sold."

This time around Spurlock explores the world of marketing and advertising through a film fully financed by product placement. And to help get the point across, Spurlock blanketed his premiere, his guests and himself with ads.

Pom got that above-the-title mention after kicking in $1 million.

"We called 600 companies, over 600, to be apart of this movie, of which 22 finally said yes," Spurlock said. "We promised the ones that came on that we would not disparage them, but the ones who did not come on, I promised to disparage every chance I get."

Spurlock said the key to the movie was transparency.

"It was about showing you conversations, giving you access to rooms and negotiations and dialogue you never heard. And I think the film really does pull back the curtain in a great way," he said.

Spurlock works to make his documentaries inviting to watch. This one mixes making a point with enjoying a laugh.

"I'm a real believer that if you can make someone laugh, you can make someone listen," he said. "I think this movie is really funny, and it will make you laugh, and it will make you cry. You'll kiss 14 bucks goodbye, it's going to be amazing, and you'll be glad you did it."

"Pom Presents: The Greatest Movie Ever Sold" opens in theaters on Friday, April 22.