BIG SCREEN: The Greatest Movie Ever Sold Revieux (Rated PG-13)

Have you heard anything at all about The Greatest Movie Ever Sold? Probably not, and I think I know why. Okay, I’m going to categorize it, and you have to promise not to click over to play Angry Birds or whatever people are wasting time on these day. Ready? DOCUMENTARY.

Now, now, stick with me -- it’s not your garden variety documentary. It’s from Morgan Spurlock, the guy who did Super Size Me. Certainly you heard about that – the guy ate off the McDonald’s menu for a year and tracked his declining health along the way? Well, this time, the human guinea pig attempts to finance an entire movie with advertising dollars – without losing artistic control. Can he “buy in” without “selling out?”

We watch as Spurlock pitches and haggles with (sometimes clueless, amusingly enough) marketing execs and lawyers and such. He also seeks advice and feedback from the likes of consumer watchdog Ralph Nader, industry insiders, people on the street, and even famous directors, like J.J. Abrams, Quentin Tarantino, and Brett Ratner. Without batting an eye, Ratner (Rush Hour, X-Men) scoffs at the concept of artistic integrity, as “we’re all selling out.” I suppose this should be seen as refreshingly honest, but I found myself feeling deeply disgusted – sometimes a little b.s. is a good thing, dude. Ick.

As the movie progresses, it clearly illustrates how we’re shamelessly manipulated by the advertising and motion picture industries. Yeah, we all knew it, but it’s way worse than we imagined. Product placement is bad enough, but when Spurlock undergoes an MRI while viewing TV ads, the visual evidence of “neuromarketing” is irrefutable. Holy smokes, they’re screwing with our brain chemistry?!

But, just when you think your attitude towards advertising is set in stone, the clever filmmaker throws a curve ball. The concept: advertising in schools. Unacceptable, right? Well, for one thing, there’s already an educational TV network in lots of schools which gets paid prime-time rates for its ad spots. Also, when Spurlock meets with members of the Broward County, Florida, school board, they make a compelling argument about offsetting devastating public school budget cuts with ads on buses and fences. Maybe even selling naming rights to the school! It’s not such a cut-and-dry ethical choice for a district that’s losing vital programs. Hm. Food for thought.

If it weren’t for Spurlock’s witty and clever approach, this would have certainly been a snore of a movie. But it’s actually hilarious and full of delightful irony. A movie that entertains me AND makes me think? Wow, what a novel idea! I’m sold.

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