Advertising Gets Dramatic

If you are what you buy, then the use of product placement would make James Bond and Carrie Bradshaw (and all of their assorted accoutrements) a match made in heaven. The newest Bond film is setting a record for product placement with $45 million (or 1/3 of the film’s budget) coming from brand sponsors, but Morgan Spurlock’s The Greatest Movie Ever Sold has Bond beat on the percentages, with $1 million of its $1.5 million budget coming from the money men. When, one calm Monday evening, everyone’s favorite documentarian mused “Why the hell would the cheerleader on Heroes be so excited about a Nissan Rogue?” the idea for his latest feature was born. In a very chicken/egg storytelling style, Spurlock’s documentary about product placement in movies follows him on his quest of sponsors for said documentary, and he got the backing of such brands as Pom Wonderful, Amy’s Kitchen, Ban deodorant, Hyatt, Jet Blue and Merrell. Join Spurlock on his journey as he sells his soul in Pom Wonderful Presents: The Greatest Movie Ever Sold, which is screening as part of the Magnolia at the Modern series at the Modern Art Museum of Ft. Worth, 3200 Darnell St. Screenings are Friday through Sunday. Tickets are $8.50, $6.50 for Modern members. Call 817-738-9215 or visit themodern.org.

May 20-22, 2011