Cognitive Dissonance

"Democracy! Bah! When I hear that I reach for my feather boa!" - Allen Ginsberg

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Selling Out to Prove a Point: Morgan Spurlock on His New Film, 'POM Wonderful Presents: The Greatest Movie Ever Sold'

Oscar-nominated filmmaker Morgan Spurlock, who ate McDonald’s exclusively for a month to document its effects in the movie Super Size Me, has now taken on product placement and marketing in entertainment. For POM Wonderful Presents: The Greatest Movie Ever Sold, Spurlock approached companies asking them to sponsor a blockbuster documentary, or a “doc-buster,” with the promise that he would integrate their products. In the film, the audience sees the pitch meetings and behind the scenes negotiations with companies such as POM Wonderful (the main sponsor, clearly), JetBlue, Old Navy, and Mini Cooper, while consumer advocate Ralph Nader and linguist and activist Noam Chomsky comment on the effects of marketing on our daily lives. 

In San Francisco, wearing a jacket emblazoned with his sponsors’ logos, Spurlock sat down with AlterNet to talk about the origin and making of this film – and how he ended up using the system to subvert the system.

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