Oscar nominated filmmaker Morgan Spurlock is at it again-and this time the subject is product placement and advertising in movies. When Julia Roberts holds up a little blue box on screen and proclaims “How did you know I loved (high-end jewelry store)!” or Hugh Jackman jumps into a luxury sedan in the latest blockbuster and the camera pans to the car’s brand name comprised of 3 letters-that can be the money shot for corporations in search of marketing their brands through the media. And Spurlock is on a mission to make sure that you know exactly how and what these companies are doing in order to get their names in your consciousness, via his latest film, POM Wonderful Presents: The Greatest Movie Ever Sold.
image: kevin winter/getty
The “docubuster” as Morgan affectionately refers to this project, premiered on Wednesday evening at the ArcLight Theater in Hollywood with the after party taking place at the supperclub LA. And what a a party it was!
Peter Fonda image: kevin winter/getty
Giddy sponsors such as Jet Blue, Carrera, Trident, Svedka, Hyatt, Old Navy, and title sponsor, POM Wonderful, enjoyed being center stage at the fete. Literally. In tying in the theme of the movie, these companies had huge displays all through the event.
Spurlock posing with the Jet Blue flight attendants at the supperclub LA after party image: Kevin Winter/Getty
But that didn’t stop guests from rocking out to OK GO, who brought down the house. When Spurlock entered the party wearing a sponsor covered jacket, his eyed widened upon seeing all of the corporate branding-prompting him to exclaim, “This is awesome!” Hmmm, maybe he is a fan after all?
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Illeana Douglas image: Kevin Winter/Getty
