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Downloaded from
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Official YIFY movies site:
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MORGAN SPURLOCK:
Everywhere you
look these days,
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00:00:44,925 --> 00:00:47,510
it seems like someone's trying
to sell you something.
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00:00:47,761 --> 00:00:49,763
On billboards,
posters, stickers,
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00:00:49,888 --> 00:00:51,890
elevators,
gas pumps, airplanes,
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00:00:51,973 --> 00:00:54,601
cups, napkins,
coffee holders,
wire hangers.
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00:00:54,684 --> 00:00:56,436
Even bathrooms.
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00:00:56,519 --> 00:00:58,063
See, it used to be
that when someone
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00:00:58,146 --> 00:00:59,606
really wanted to
sell you something,
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00:00:59,689 --> 00:01:02,817
they could rely on
the good old fashioned
30-second TV spot.
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00:01:03,151 --> 00:01:05,153
He likes it!
Hey, Mikey!
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00:01:05,278 --> 00:01:06,571
But thanks to
the invention of this...
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00:01:07,739 --> 00:01:08,740
And this...
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00:01:08,823 --> 00:01:11,326
There's a revolution going on
called "Internet."
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00:01:11,534 --> 00:01:13,912
Fewer and fewer of us
are actually
sitting through these.
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00:01:13,995 --> 00:01:15,330
Anything is possible
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00:01:15,413 --> 00:01:17,457
when your man
smells like Old Spice
and not a lady.
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00:01:17,624 --> 00:01:20,752
So how's a poor, struggling
multimillion-dollar
corporation
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00:01:20,835 --> 00:01:22,837
supposed to let you know
they even exist?
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00:01:22,921 --> 00:01:25,006
Hey, welcome to Morning Joe,
brewed by Starbucks!
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00:01:25,090 --> 00:01:26,258
We do have
a special guest.
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00:01:26,341 --> 00:01:28,510
Excuse me, I'm just
going to have a sip here
of my Starbucks.
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00:01:28,635 --> 00:01:29,761
Mmm.
Mmm. There you go.
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00:01:29,844 --> 00:01:33,598
Welcome to
the brave new world
of brand integration.
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00:01:34,349 --> 00:01:36,518
But you may know it by
its old school name...
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00:01:36,851 --> 00:01:39,354
Converse All Stars,
vintage 2004.
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00:01:39,437 --> 00:01:40,563
...product placement.
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00:01:40,647 --> 00:01:41,898
MAN:
You can use a Guinness.
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00:01:41,982 --> 00:01:44,609
SPURLOCK:
Today product placement is
a multibillion dollar industry
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00:01:44,693 --> 00:01:46,820
that generates
hard cash for movies,
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00:01:46,903 --> 00:01:48,780
creates new
identities for brands,
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00:01:48,863 --> 00:01:53,576
but most importantly, delivers
the holy grail of marketing,
co-promotion.
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00:01:54,369 --> 00:01:56,746
You see, co-promotion
is what takes a regular movie
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00:01:56,830 --> 00:01:58,415
and turns it
into a blockbuster.
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00:01:58,832 --> 00:02:00,125
Take Iron Man.
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00:02:00,208 --> 00:02:02,919
That movie had more
than 14 brand partners.
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00:02:03,003 --> 00:02:06,464
Everything from
a Whiplash Whopper,
to Iron Man Dr. Pepper cans,
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00:02:06,548 --> 00:02:09,342
to Tony Stark himself
driving off in
an Audi commercial.
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00:02:09,718 --> 00:02:10,802
These types of partnerships
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00:02:10,885 --> 00:02:13,638
deliver millions of dollars
of free advertising
for the movie
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00:02:13,722 --> 00:02:17,267
while also raising visibility
for the companies themselves.
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00:02:17,559 --> 00:02:19,978
But do all these
co-promotions
actually work?
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00:02:20,061 --> 00:02:22,397
Do they have
that much influence
over the choices we make?
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00:02:22,897 --> 00:02:25,317
Does Shrek make me want to
take a Royal Caribbean Cruise
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00:02:25,400 --> 00:02:27,319
or Burger King make me
wanna go see Twilight?
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00:02:27,777 --> 00:02:31,323
Is the only thing
missing from my movie
achieving Iron Man status
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00:02:31,406 --> 00:02:32,824
a little co-promotion?
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00:02:33,199 --> 00:02:34,534
Well, if that's true,
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00:02:34,617 --> 00:02:38,455
then I can't wait
to get some of that
sweet Hollywood ad money.
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00:02:39,164 --> 00:02:43,585
Last year more
than $412 billion were spent
on marketing and advertising.
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00:02:43,835 --> 00:02:45,420
And out of that
$412 billion,
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00:02:45,587 --> 00:02:48,590
just four companies
controlled over 75% of it.
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00:02:49,257 --> 00:02:51,134
If I'm gonna
make a doc-buster,
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00:02:51,259 --> 00:02:54,137
it seems like these companies
are a great place to start.
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00:02:56,431 --> 00:02:57,515
So what I wanna do,
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00:02:57,599 --> 00:03:01,353
is make a film
all about product placement
marketing and advertising,
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00:03:01,436 --> 00:03:02,979
where the entire film
is funded
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00:03:03,063 --> 00:03:05,440
by product placement,
marketing,
and advertising.
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00:03:05,607 --> 00:03:08,401
So the movie will be called
The Greatest Movie Ever Sold.
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00:03:08,485 --> 00:03:11,029
So what happens
in The Greatest
Movie Ever Sold
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00:03:11,112 --> 00:03:13,406
is that everything
from top to bottom,
start to finish,
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00:03:13,490 --> 00:03:15,241
is branded from
beginning to end.
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00:03:15,325 --> 00:03:17,994
You know, from
the above-the-title sponsor
that you'll see in the movie
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00:03:18,078 --> 00:03:19,204
which is brand X.
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00:03:19,287 --> 00:03:23,666
Now this brand,
the Qualcomm Stadium,
the Staples Center...
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00:03:24,042 --> 00:03:26,002
These people will be
married to the film
in perpetuity, forever.
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00:03:26,086 --> 00:03:27,128
Mmm.
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00:03:27,170 --> 00:03:28,713
So the film
explores this whole idea...
It's redundant.
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00:03:28,797 --> 00:03:29,923
It's what?
It's redundant.
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00:03:30,006 --> 00:03:31,883
In perpetuity forever?
I'm a redundant person.
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00:03:31,966 --> 00:03:33,760
I'm just saying...
(LAUGHS)
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00:03:33,885 --> 00:03:37,013
That was more for him.
It's in perpetuity,
period, forever.
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00:03:37,138 --> 00:03:39,265
SPURLOCK: But not only
are we going to have
the brand X title sponsor,
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00:03:39,349 --> 00:03:40,350
but we're gonna make it
so we can sell out
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00:03:40,433 --> 00:03:41,976
every category we can
in the film.
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00:03:42,060 --> 00:03:43,103
So maybe we sell a shoe,
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00:03:43,186 --> 00:03:44,604
and it becomes
"The Greatest
Shoe You Ever Wore."
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00:03:44,729 --> 00:03:45,980
"The Greatest Car
You Ever Drove"'
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00:03:46,064 --> 00:03:47,273
from The Greatest
Movie Ever Sold.
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00:03:47,399 --> 00:03:49,275
You know,
"The Greatest
Drink You've Ever Had"
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00:03:49,359 --> 00:03:50,402
courtesy,
The Greatest Movie
Ever Sold.
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00:03:50,777 --> 00:03:54,739
So the idea is
beyond just showing that
brands are part of your life,
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00:03:54,823 --> 00:03:56,324
but actually get them
to finance the film.
Is that it?
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00:03:56,408 --> 00:03:57,409
Get them to
finance the film
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00:03:57,492 --> 00:03:59,369
and actually we
show the whole process
of, "How does it work?"
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00:03:59,452 --> 00:04:01,538
The goal of
this whole film
is transparency.
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00:04:01,621 --> 00:04:03,832
You're going to
see the whole thing
take place in this movie.
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00:04:04,040 --> 00:04:07,627
So that's the whole concept.
The whole film,
start to finish.
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00:04:07,794 --> 00:04:09,796
And I would love for CEG
to help make it happen.
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00:04:09,921 --> 00:04:12,507
Hey, you know, it's funny
'cause when I first hear it,
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00:04:13,341 --> 00:04:17,095
it is the ultimate
respect for an audience.
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00:04:17,345 --> 00:04:21,516
I don't know how receptive
people are going to be
to it, though.
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00:04:21,850 --> 00:04:23,226
Do you have
a perspective, or...
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00:04:23,309 --> 00:04:25,937
I don't want to use "angle"
cause that sort of has
a negative connotation...
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00:04:26,020 --> 00:04:27,564
Do you know how
this is going to play out?
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00:04:27,647 --> 00:04:28,690
SPURLOCK: No idea.
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00:04:29,107 --> 00:04:31,526
How much money does
it take to do this?
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00:04:31,860 --> 00:04:32,902
$1.5 million.
MAN: $1.5 million.
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00:04:32,986 --> 00:04:33,987
Okay.
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00:04:34,362 --> 00:04:36,614
I think you're going to
have a hard time
meeting with them,
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00:04:36,698 --> 00:04:40,076
but I think it's
certainly worth pursuing
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00:04:40,160 --> 00:04:41,828
a couple of really
big, obvious brands.
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Who knows?
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00:04:42,996 --> 00:04:44,122
Maybe, by the time
your film comes out
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00:04:44,205 --> 00:04:45,999
we look like a bunch
of blithering idiots.
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00:04:46,166 --> 00:04:47,459
What do you think
the response is going to be?
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00:04:47,542 --> 00:04:50,628
(STAMMERS)
The responses
mostly will be no.
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00:04:50,920 --> 00:04:52,464
SPURLOCK:
But is the toughest sell
because of the film
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00:04:52,547 --> 00:04:54,048
or is the toughest sell
because of me?
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00:04:54,215 --> 00:04:55,258
Uh, both.
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00:04:55,717 --> 00:04:58,720
That meeting,
not so optimistic.
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00:05:00,054 --> 00:05:02,182
So can you help me?
I need help.
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00:05:02,515 --> 00:05:04,184
I can help you.
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00:05:04,267 --> 00:05:05,268
Good.
Good.
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00:05:06,102 --> 00:05:07,604
Awesome.
(LAUGHS)
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00:05:07,687 --> 00:05:09,355
We got to figure out
which brands.
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00:05:09,439 --> 00:05:10,523
Yeah.
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00:05:11,274 --> 00:05:12,567
That's the challenge.
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00:05:12,650 --> 00:05:14,694
When you look at
the people you deal with,
or...
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00:05:14,777 --> 00:05:15,987
We've got some
places we can go.
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00:05:16,070 --> 00:05:17,113
Okay. Okay.
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00:05:17,197 --> 00:05:18,323
Turn the camera off.
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00:05:19,032 --> 00:05:20,492
SPURLOCK: I thought
"turn the camera off"
meant
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00:05:20,575 --> 00:05:22,076
"let's have an
off-the-record
conversation."
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00:05:22,660 --> 00:05:26,414
Turns out, it really means,
"We want nothing to do
with your movie."
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00:05:26,748 --> 00:05:28,500
Luckily, I've got
an old friend
in the industry
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who might be
a bit more receptive.
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Richard Kirshenbaum
has worked in
advertising for years
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00:05:33,588 --> 00:05:35,924
and has made
a name for himself
and his agency
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00:05:36,007 --> 00:05:37,717
by not thinking
like an agency.
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00:05:38,218 --> 00:05:40,220
If anyone out there
is going to get it,
it's him.
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00:05:40,303 --> 00:05:41,679
So ultimately what
we want to try and do,
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00:05:41,763 --> 00:05:44,432
is create what is
the Iron Man
of documentaries.
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The documentary
that when it comes out,
has so many partners
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00:05:47,519 --> 00:05:48,686
has so many
brands involved...
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00:05:48,770 --> 00:05:51,147
I love the idea
that you're actually
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00:05:51,231 --> 00:05:53,691
selling out,
you're admitting
selling out...
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00:05:54,484 --> 00:05:55,693
JON BOND:
And therefore not selling out.
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00:05:55,777 --> 00:05:56,778
And therefore
not selling out.
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It's genius.
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00:05:58,196 --> 00:06:00,532
And the story,
also, is talking to people
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00:06:00,615 --> 00:06:02,575
who say this is
a problem with the industry,
this is wrong.
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00:06:02,659 --> 00:06:04,494
But then there's people
who are like,
"How could it be wrong?
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00:06:04,577 --> 00:06:05,703
"It's where we
started in television.
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00:06:05,787 --> 00:06:06,871
"It's where we
started in film."
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00:06:06,955 --> 00:06:10,542
So the film is about
the marketing of movies.
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00:06:10,625 --> 00:06:12,293
And I want to be
a sponsor.
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You guys can tell me
better than anyone else
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00:06:14,379 --> 00:06:17,006
what the, kind of like,
"Here's what we pay
you for these things."
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00:06:17,090 --> 00:06:18,800
And so you start
to see these things
come to fruition
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00:06:18,883 --> 00:06:20,093
over the course
of the film.
KIRSHENBAUM: Right.
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00:06:20,176 --> 00:06:23,096
So you're willing to
sell out completely,
personally, to do this?
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Whatever it takes.
Great.
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00:06:25,473 --> 00:06:26,808
So what do we do now?
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00:06:27,684 --> 00:06:30,353
I think
the thing to do is
go get a client.
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00:06:30,645 --> 00:06:31,646
(LAUGHS)
Get one.
158
00:06:31,771 --> 00:06:32,772
Thank you.
Great to see you.
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00:06:32,855 --> 00:06:34,482
This is going to be fun.
Yeah, thanks, guys.
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00:06:34,816 --> 00:06:37,527
SPURLOCK: To get
my first client, I need to
understand two things.
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00:06:37,860 --> 00:06:39,696
Who would actually
sponsor this movie?
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00:06:39,779 --> 00:06:41,823
And how I'm
supposed to talk to them.
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00:06:41,906 --> 00:06:44,075
Britt Johnson is
the president
of Media Placement,
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00:06:44,158 --> 00:06:46,953
one of the most successful
product placement
agencies in the country.
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00:06:47,203 --> 00:06:50,081
And David Wales
is the president of
the Ministry of Culture
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00:06:50,164 --> 00:06:53,751
and makes his living
predicting the next big
trends in advertising.
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00:06:53,960 --> 00:06:55,878
If we were going out
to sell somebody
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00:06:55,962 --> 00:06:58,339
to be
a product or brand
in the film,
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00:06:58,548 --> 00:06:59,591
what's that worth?
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00:06:59,674 --> 00:07:02,260
It depends on
how many people
you reach.
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00:07:02,343 --> 00:07:03,428
Dozens.
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00:07:03,511 --> 00:07:04,596
Dozens? (LAUGHS)
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00:07:04,679 --> 00:07:05,930
This movie is going to reach
dozens of people.
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00:07:06,014 --> 00:07:07,015
It would depend how
many people you reach.
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00:07:07,432 --> 00:07:09,017
How do I figure out
who I should go after?
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00:07:09,100 --> 00:07:10,184
I would just
go for everybody.
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00:07:11,019 --> 00:07:12,520
As long as
the check clears.
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00:07:12,604 --> 00:07:13,688
Yeah, as long as
the check clears.
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00:07:13,771 --> 00:07:14,772
The one good thing is,
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00:07:14,856 --> 00:07:16,107
you might be able
to get a lot of
the things paid for.
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00:07:16,190 --> 00:07:17,233
That's a good question.
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00:07:17,317 --> 00:07:18,651
What are the things
we should be looking for
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00:07:18,735 --> 00:07:19,777
to try and get for free?
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00:07:19,944 --> 00:07:21,988
I think you might be able
to get a beer brand.
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00:07:22,322 --> 00:07:25,825
Hotels, air service,
computers, car.
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00:07:26,242 --> 00:07:28,036
You definitely
should have a sports car.
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00:07:28,411 --> 00:07:29,621
What about clothing?
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00:07:29,954 --> 00:07:31,414
Yeah! Clothing?
Can you get clothing?
189
00:07:31,497 --> 00:07:32,582
Yeah, clothing
would be easy.
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00:07:32,790 --> 00:07:34,375
How do I make a company
want to be in this movie?
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00:07:34,542 --> 00:07:38,087
You start by acknowledging
that you yourself are a brand.
Right?
192
00:07:38,379 --> 00:07:40,840
What's your brand collateral?
What are you
bringing to the table?
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00:07:41,049 --> 00:07:42,592
I guess that's what
you need to figure out
194
00:07:42,717 --> 00:07:44,719
in terms of making yourself
appealing to them.
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00:07:45,053 --> 00:07:47,764
How would you guys
describe your brand?
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00:07:49,932 --> 00:07:51,976
Um. My brand?
197
00:07:52,644 --> 00:07:54,062
I don't know like...
198
00:07:54,896 --> 00:07:56,481
I like really nice clothes.
199
00:07:56,731 --> 00:07:59,567
'80s revival
meets skater punk.
200
00:08:00,068 --> 00:08:01,861
Unless it's laundry day.
201
00:08:02,236 --> 00:08:05,948
The brand that I am is...
I would call it "Casual Fly."
202
00:08:06,199 --> 00:08:07,575
If Dan were a brand,
203
00:08:07,700 --> 00:08:13,039
he might be
a classic convertible
Mercedes-Benz.
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00:08:14,040 --> 00:08:17,919
Part hippie, part yogi,
part Brooklyn girl?
I don't know.
205
00:08:18,378 --> 00:08:20,129
Failed writer,
alcoholic brand?
206
00:08:20,213 --> 00:08:21,756
(LAUGHS)
Is that something?
207
00:08:22,256 --> 00:08:24,759
SPURLOCK:
I think most of Hollywood
has that brand covered.
208
00:08:24,842 --> 00:08:26,552
For me to get any
companies on board,
209
00:08:26,636 --> 00:08:28,763
I first need to understand
what I'm offering them.
210
00:08:28,930 --> 00:08:31,099
That's where Olson
Zaltman comes in.
211
00:08:31,182 --> 00:08:33,518
By using an intense
form of psychoanalysis,
212
00:08:33,601 --> 00:08:36,688
they've helped companies
like Hallmark,
Nestlé, and Febreze
213
00:08:36,771 --> 00:08:40,066
better understand
what they call
their brand personality.
214
00:08:41,693 --> 00:08:43,319
You brought
your pictures, right?
I did.
215
00:08:43,444 --> 00:08:46,948
The very first picture,
is a picture of my family.
216
00:08:47,115 --> 00:08:48,116
So tell me
about how it relates
217
00:08:48,199 --> 00:08:50,201
to your thoughts and feelings
about who you are.
218
00:08:50,576 --> 00:08:51,536
These are the people who
219
00:08:51,619 --> 00:08:52,704
shaped the way
I look at the world.
220
00:08:52,954 --> 00:08:54,372
Tell me about this world.
221
00:08:54,455 --> 00:08:57,875
I think your world
is the world that you live in.
222
00:08:57,959 --> 00:08:59,919
The people that
are around you,
your friends, your family.
223
00:09:00,002 --> 00:09:01,838
The way you live your life,
the job you do.
224
00:09:02,463 --> 00:09:04,716
All those things
stemmed and started
from one place.
225
00:09:04,799 --> 00:09:05,967
And for me,
they stemmed and started
226
00:09:06,050 --> 00:09:07,468
with my family
in West Virginia.
227
00:09:07,552 --> 00:09:08,720
What's the next one
you wanna talk about?
228
00:09:08,803 --> 00:09:10,972
The next one...
This was the best day ever.
229
00:09:11,055 --> 00:09:13,349
How does this relate to
your thoughts and feelings
about who you are?
230
00:09:13,433 --> 00:09:15,059
It's like,
"Who do I wanna be?"
231
00:09:15,143 --> 00:09:17,812
I like things
that are different.
I like things that are weird.
232
00:09:18,187 --> 00:09:19,355
(LAUGHING)
I like weird things.
233
00:09:19,647 --> 00:09:21,816
Tell me about the "why" phase.
What does that do for us?
234
00:09:21,983 --> 00:09:24,277
What is the machete?
What pupa stage
are you in now?
235
00:09:24,360 --> 00:09:26,738
Why is it important to reboot?
What does the red represent...
236
00:09:26,821 --> 00:09:28,406
Tell me a little bit
about that harp.
237
00:09:28,489 --> 00:09:30,575
What is it about you
that's not who you are?
238
00:09:31,200 --> 00:09:33,244
(ABIGAIL's SPEECH OVERLAPPING)
239
00:09:34,412 --> 00:09:35,413
(MOCK SCREAMS)
240
00:09:36,622 --> 00:09:38,332
Thank you.
Yeah, thanks for
your patience.
241
00:09:38,458 --> 00:09:40,209
Great job.
Thanks a lot.
All right.
242
00:09:41,169 --> 00:09:43,713
Yeah, I don't know
what's going to
come of this.
243
00:09:43,796 --> 00:09:44,756
There was a whole lot
244
00:09:44,839 --> 00:09:45,882
of crazy going on in there.
245
00:09:46,257 --> 00:09:47,592
The first thing we saw
246
00:09:47,675 --> 00:09:52,054
was this idea
that you had two distinct
but complementary sides
247
00:09:52,138 --> 00:09:53,806
to your brand personality.
248
00:09:53,890 --> 00:09:56,517
The Morgan Spurlock brand
is a mindful play brand.
249
00:09:56,601 --> 00:09:58,728
Those are juxtaposed
very nicely together,
250
00:09:58,811 --> 00:10:00,688
and I think there's almost
a paradox with those.
251
00:10:00,772 --> 00:10:04,776
And I think some companies
will just focus on
one of their strengths
252
00:10:04,901 --> 00:10:07,111
or the other,
instead of
focusing on both.
253
00:10:07,236 --> 00:10:10,656
Most companies tend to,
and it's human nature,
254
00:10:10,865 --> 00:10:13,826
to avoid things
that they are not sure of,
avoid fear,
255
00:10:13,910 --> 00:10:15,703
those elements,
and you really
embrace those.
256
00:10:15,787 --> 00:10:18,831
And you actually turn them
into positives for you.
It's a neat thing to see.
257
00:10:18,915 --> 00:10:20,541
What other brands
are like that?
258
00:10:20,625 --> 00:10:22,877
The first one here
is a classic, Apple.
259
00:10:23,002 --> 00:10:26,798
And you can see here,
Target, Wii,
260
00:10:26,881 --> 00:10:29,008
MINI from Mini Coopers,
and JetBlue.
261
00:10:29,091 --> 00:10:31,302
Now there's playful brands
and mindful brands.
262
00:10:31,385 --> 00:10:33,471
Those sorts of things
that have come and gone,
263
00:10:33,554 --> 00:10:36,516
but a playful mindful brand
is a pretty powerful thing.
264
00:10:37,058 --> 00:10:38,059
Awesome.
265
00:10:39,477 --> 00:10:41,395
That's good.
That's a good thing.
266
00:10:41,687 --> 00:10:44,232
Now that I know what type of
brand personality I have
267
00:10:44,315 --> 00:10:45,775
it's time to figure out
what other companies
268
00:10:45,858 --> 00:10:47,485
would want to be
in business with someone
269
00:10:47,568 --> 00:10:49,111
as mindful and playful
as myself.
270
00:10:49,695 --> 00:10:51,989
Time for
a little brand recon.
271
00:10:54,075 --> 00:10:55,409
(DIALING PHONE)
272
00:10:57,370 --> 00:10:59,789
Nothing like a cold call
273
00:11:01,499 --> 00:11:03,793
to show exactly
how little power you have.
274
00:11:06,087 --> 00:11:08,589
This movie is brought
to you by Apple Zings.
275
00:11:08,881 --> 00:11:11,467
Crisco. Kenneth Cole.
Prada. Paul Smith.
276
00:11:11,926 --> 00:11:15,221
OPERATOR 1: Welcome to
the Johnson and Johnson
Company's world headquarters.
277
00:11:15,304 --> 00:11:16,430
OPERATOR 2:
Starbucks Coffee?
278
00:11:16,514 --> 00:11:17,723
OPERATOR 3:
Thanks for calling
Target Corporation.
279
00:11:17,932 --> 00:11:19,141
Ben and Jerry's.
280
00:11:19,308 --> 00:11:20,309
Licefreee!
281
00:11:20,434 --> 00:11:21,519
Carmex.
282
00:11:21,602 --> 00:11:23,771
This film is brought
to you by B complex.
283
00:11:24,021 --> 00:11:25,022
(WOMAN 1 ON PHONE)
284
00:11:25,106 --> 00:11:27,400
Documentaries are not as seen
as feature films.
285
00:11:27,483 --> 00:11:28,484
(WOMAN 2 ON PHONE)
286
00:11:28,568 --> 00:11:30,736
I can't do it.
I'm the Director
of Public Relations for Guess.
287
00:11:30,945 --> 00:11:35,533
We will never put Morgan,
your average Joe,
on a billboard, ever.
288
00:11:35,616 --> 00:11:36,576
(MAN ON PHONE)
289
00:11:36,659 --> 00:11:37,660
You're making
a film about that? OK.
290
00:11:37,743 --> 00:11:38,744
I am.
291
00:11:41,831 --> 00:11:44,000
We would love it for JetBlue
to be the official airline.
292
00:11:44,083 --> 00:11:45,209
What is the greatest car
you could drive?
293
00:11:45,293 --> 00:11:47,336
I think it's
got to be a Ford.
294
00:11:47,420 --> 00:11:48,379
The Volkswagen.
295
00:11:48,462 --> 00:11:50,131
The Lexus hybrid
being the official car.
296
00:11:50,214 --> 00:11:51,257
BlackBerry phone.
297
00:11:51,340 --> 00:11:52,341
Seventh Generation.
298
00:11:52,425 --> 00:11:53,593
Huge fan of Fluevogs.
299
00:11:53,718 --> 00:11:56,095
We got a fax
from Volkswagen.
300
00:11:56,178 --> 00:11:58,139
"It is my understanding
that you discussed
with our agent,
301
00:11:58,347 --> 00:11:59,891
"DDB Entertainment
International,
302
00:11:59,974 --> 00:12:01,392
"the possibility
of our involvement
303
00:12:01,475 --> 00:12:03,895
"in an upcoming
documentary film
directed by Morgan Spurlock
304
00:12:03,978 --> 00:12:06,397
"that will explore
product placement
in the movies.
305
00:12:06,480 --> 00:12:07,815
"After due consideration,
306
00:12:07,899 --> 00:12:11,569
"Volkswagen Group
of America Incorporated
and DDB
307
00:12:11,652 --> 00:12:15,865
"have determined
that it is not in
Volkswagen's best interest
308
00:12:15,948 --> 00:12:20,202
"to be involved
in this documentary
in any manner. In any manner."
309
00:12:20,286 --> 00:12:21,913
Diet Coke. Levi's.
310
00:12:21,996 --> 00:12:23,831
Be stupid, Diesel.
311
00:12:23,915 --> 00:12:24,916
(MAN 1 ON PHONE)
312
00:12:24,999 --> 00:12:26,000
It's not something that we do.
313
00:12:26,083 --> 00:12:27,084
SPURLOCK:
Think how great it would be.
314
00:12:27,168 --> 00:12:28,169
The Greatest Movie
Ever Sold video game.
315
00:12:28,252 --> 00:12:29,253
(WOMAN 1 ON PHONE)
316
00:12:29,337 --> 00:12:30,421
We're just
unable to participate.
317
00:12:30,504 --> 00:12:32,715
SPURLOCK:
What about if in the film,
we had either a cowboy
318
00:12:32,798 --> 00:12:35,259
or an animated camel
smoking your brand?
319
00:12:35,343 --> 00:12:36,385
(MAN 2 ON PHONE)
320
00:12:36,469 --> 00:12:38,554
My... My response is,
we really don't wanna
be in the film.
321
00:12:38,679 --> 00:12:39,722
(MAN 3 ON PHONE)
322
00:12:39,805 --> 00:12:42,558
I mean, it doesn't sound like
a movie that I would be
excited about going to.
323
00:12:42,642 --> 00:12:44,477
Right.
So why wouldn't you want
to go see this movie?
324
00:12:44,560 --> 00:12:45,603
(WOMAN 2 ON PHONE)
325
00:12:45,686 --> 00:12:46,687
It goes against
everything that we do.
326
00:12:46,771 --> 00:12:47,772
What if we
loaded it with nudity?
327
00:12:47,855 --> 00:12:48,814
(MAN 4 ON PHONE)
328
00:12:48,898 --> 00:12:50,024
Yes, that would help.
329
00:12:52,443 --> 00:12:53,569
Indian Vegetable Korma.
330
00:12:53,653 --> 00:12:54,737
The official
grandpa slipper.
331
00:12:54,862 --> 00:12:55,821
(MAN 5 ON PHONE)
332
00:12:55,905 --> 00:12:56,989
I've got too many other things
to think about.
333
00:12:57,073 --> 00:13:00,201
Can we please get Mane 'n Tail
to be the sponsor?
334
00:13:00,493 --> 00:13:01,911
(LAUGHING)
335
00:13:04,246 --> 00:13:06,999
If it's good
enough for your horse,
it's good enough for you.
336
00:13:07,124 --> 00:13:08,501
Mane 'n Tail.
337
00:13:08,918 --> 00:13:10,294
(LAUGHING)
I want this.
This is the best.
338
00:13:15,549 --> 00:13:19,595
You gotta love
a product that says,
"Directions for human use."
339
00:13:19,679 --> 00:13:23,766
And then, it says,
"Directions for animal use."
340
00:13:30,314 --> 00:13:31,399
Mmm.
341
00:13:31,732 --> 00:13:33,025
Smells like a pretty horse.
342
00:13:33,401 --> 00:13:35,236
We're calling Mane 'n Tail.
343
00:13:40,241 --> 00:13:42,451
(ON VOICEMAIL)
Hey, Morgan, it's Richard.
I've got some great news.
344
00:13:42,535 --> 00:13:44,537
It looks like we have a client
who would love to
hear your pitch.
345
00:13:44,620 --> 00:13:45,705
Give me a call back.
346
00:13:52,795 --> 00:13:55,756
It's our first big pitch,
with a real brand.
347
00:13:56,465 --> 00:13:58,092
Richard Kirshenbaum
hooked the whole thing up
348
00:13:58,175 --> 00:14:00,011
with one of his clients.
349
00:14:01,762 --> 00:14:04,265
So this is it. It's on!
It's real right now.
350
00:14:06,976 --> 00:14:07,059
I want to
introduce you
to Morgan.
351
00:14:07,059 --> 00:14:08,144
I want to
introduce you
to Morgan.
352
00:14:08,227 --> 00:14:09,311
Hi.
353
00:14:10,479 --> 00:14:12,023
Hi, how are you?
I'm Morgan Spurlock.
Beth Jones.
354
00:14:12,106 --> 00:14:14,233
I have friends who make great,
big, giant Hollywood films
355
00:14:14,316 --> 00:14:16,736
and I have friends who make
little independent films
like I make.
356
00:14:16,944 --> 00:14:19,780
And the friends of mine
who make big giant
Hollywood movies
357
00:14:19,864 --> 00:14:21,407
say that the reason
their films are so successful
358
00:14:21,490 --> 00:14:23,284
is because of
the brand partners
that they have.
359
00:14:23,409 --> 00:14:25,578
And then my friends who make
small independent films say,
360
00:14:25,786 --> 00:14:27,204
"Well how are we
supposed to compete
361
00:14:27,288 --> 00:14:28,789
"with these big,
giant Hollywood movies?"
362
00:14:28,873 --> 00:14:32,460
And the movie is called
The Greatest Movie Ever Sold.
363
00:14:32,793 --> 00:14:35,463
So now how specifically
will we see Ban in the film?
364
00:14:36,088 --> 00:14:37,548
See anytime I'm
getting ready to go,
365
00:14:37,631 --> 00:14:39,091
anytime I open
my medicine cabinet,
366
00:14:39,175 --> 00:14:41,385
you will see Ban Deodorant.
367
00:14:41,469 --> 00:14:43,679
While anytime I
do an interview
with someone,
368
00:14:43,971 --> 00:14:47,141
I can say,
"Are you fresh enough
for this interview?
369
00:14:47,433 --> 00:14:48,934
"Are you ready?
You look a little nervous.
370
00:14:49,101 --> 00:14:51,270
"I want to help you calm down,
so maybe you should...
371
00:14:51,645 --> 00:14:53,230
"Maybe you should put some on
before the interview."
372
00:14:53,314 --> 00:14:55,399
So we'll offer one of
these fabulous scents.
373
00:14:55,483 --> 00:14:57,651
Whether it's a Floral Fusion
or Paradise Winds,
374
00:14:57,777 --> 00:14:58,861
they'll have their chance.
375
00:14:58,986 --> 00:15:02,073
We'll have them geared
for both male or female,
376
00:15:02,323 --> 00:15:04,408
solid roll-on or stick,
or whatever it may be.
377
00:15:04,950 --> 00:15:07,203
That's the two-cent tour.
378
00:15:07,411 --> 00:15:09,205
So now I can answer
any of your questions
379
00:15:09,288 --> 00:15:10,998
and give you
the five-cent tour.
380
00:15:11,082 --> 00:15:12,083
We are a smaller brand,
381
00:15:12,166 --> 00:15:15,419
much like you
talked about being
a smaller movie.
382
00:15:15,503 --> 00:15:17,088
We're very much
a challenger brand
383
00:15:17,171 --> 00:15:19,340
so we don't have the budgets
that other brands have.
384
00:15:19,465 --> 00:15:22,760
So doing things like this,
remind people about Ban,
385
00:15:22,843 --> 00:15:24,762
is why we're interested in it.
386
00:15:24,845 --> 00:15:26,680
What are the words
you would use to describe Ban?
387
00:15:26,847 --> 00:15:28,140
Ban is blank.
388
00:15:30,518 --> 00:15:33,062
That's a great question.
389
00:15:34,897 --> 00:15:36,023
Uh.
390
00:15:37,316 --> 00:15:39,401
Ban is superior technology.
391
00:15:39,985 --> 00:15:41,445
Technology's not the way
you want to describe
392
00:15:41,529 --> 00:15:42,530
something somebody's
putting in their armpit.
393
00:15:42,613 --> 00:15:45,074
We talk about bold.
Fresh.
394
00:15:45,282 --> 00:15:47,034
I think fresh is
a great word that really
395
00:15:47,118 --> 00:15:48,828
spins this category
into the positive
396
00:15:48,994 --> 00:15:51,288
versus the "fights
odor and wetness."
397
00:15:51,372 --> 00:15:53,040
It keeps you fresh.
398
00:15:53,165 --> 00:15:54,667
How do we keep you
fresher longer?
399
00:15:54,750 --> 00:15:56,210
Better freshness,
more freshness.
400
00:15:56,460 --> 00:15:57,545
Three times fresher.
401
00:15:57,628 --> 00:16:00,548
Things like that that are,
you know, more of that
positive benefit.
402
00:16:00,631 --> 00:16:03,467
When it comes down to
cost and things like that,
403
00:16:03,592 --> 00:16:05,302
do we have to have
a sideline conversation
about that?
404
00:16:05,386 --> 00:16:07,346
About what things will cost
in this film, or what?
405
00:16:07,429 --> 00:16:08,472
Yeah, to participate.
406
00:16:08,556 --> 00:16:09,557
No, we can
talk about it now.
407
00:16:09,765 --> 00:16:11,100
Okay.
What do you project?
408
00:16:11,267 --> 00:16:13,144
We're trying to sell
the above-the-title
sponsorship,
409
00:16:13,227 --> 00:16:15,563
the naming rights
for a million dollars.
410
00:16:15,729 --> 00:16:17,398
All the way down
to brand partners
411
00:16:17,565 --> 00:16:21,819
who will come in for
anywhere from
$25,000 to $100,000.
412
00:16:21,902 --> 00:16:24,071
What about concerns
that you would have,
413
00:16:24,655 --> 00:16:26,198
or things that you
would be worried about?
414
00:16:26,282 --> 00:16:28,993
You have a somewhat
controversial reputation.
415
00:16:29,076 --> 00:16:32,079
How can you assure us
that it'll be done
in a positive light?
416
00:16:32,246 --> 00:16:34,582
I think, when it comes to
all of the brand partners...
417
00:16:34,832 --> 00:16:38,419
Like the way that
Ban will be portrayed
in the film will be...
418
00:16:38,711 --> 00:16:40,045
There's no way
I would disparage Ban
419
00:16:40,212 --> 00:16:41,797
because, again,
at the end of the day
you are my partner.
420
00:16:41,922 --> 00:16:43,674
I think that was
the main concern.
JONES: Yeah.
421
00:16:43,799 --> 00:16:45,509
I don't know
that we have...
422
00:16:45,593 --> 00:16:47,386
We're pretty excited
about it.
423
00:16:47,469 --> 00:16:48,888
Is there a number
that you guys want to hit
424
00:16:48,971 --> 00:16:51,182
that's the amount you'd
want to commit
to something like this?
425
00:16:52,224 --> 00:16:54,852
I think in that 50-range.
I think you were talking...
426
00:16:55,060 --> 00:16:56,187
Amazing! That's great.
Great to meet you.
427
00:16:56,312 --> 00:16:57,438
Great to meet you.
428
00:16:57,521 --> 00:16:58,856
Great meeting you.
Great presentation.
429
00:16:58,939 --> 00:17:00,107
Thank you.
430
00:17:00,274 --> 00:17:01,442
We're really
looking forward to it.
431
00:17:02,109 --> 00:17:04,695
One down,
about 15 to go.
432
00:17:05,654 --> 00:17:07,740
But I mean, as they say,
433
00:17:07,823 --> 00:17:08,866
(SNIFFING)
434
00:17:08,949 --> 00:17:10,534
Smells like a brand new day.
435
00:17:10,701 --> 00:17:11,911
With Ban on board,
436
00:17:11,994 --> 00:17:14,455
Richard thought I should talk
to an old lawyer friend
of his.
437
00:17:14,622 --> 00:17:16,957
That way,
I know exactly what I can
promise folks,
438
00:17:17,041 --> 00:17:19,168
not to mention, what I can
and can't say about them.
439
00:17:19,251 --> 00:17:20,669
Hey, Rick?
Yes.
440
00:17:20,753 --> 00:17:21,921
Hi. I'm Morgan Spurlock.
441
00:17:22,004 --> 00:17:23,130
Hi. Nice to see you.
442
00:17:23,214 --> 00:17:24,423
Good to see you.
How've you been?
Good.
443
00:17:24,965 --> 00:17:27,593
Richard called you,
told you about the film
we're about to make
444
00:17:27,676 --> 00:17:30,429
and we need some
real legal advice.
445
00:17:30,930 --> 00:17:33,224
We're making a movie called
The Greatest Movie Ever Sold.
446
00:17:33,307 --> 00:17:34,308
The most
important question,
447
00:17:34,391 --> 00:17:37,061
what's going to keep me
from getting sued
in making this movie?
448
00:17:37,144 --> 00:17:38,562
I think you'll
probably be okay
449
00:17:38,646 --> 00:17:42,441
because the whole
set up of the film
establishes the context.
450
00:17:42,524 --> 00:17:45,986
So I can say
something's the "greatest"
and not have an issue with it?
451
00:17:46,320 --> 00:17:47,404
Yes.
452
00:17:47,488 --> 00:17:51,492
Film can be a documentary,
in which case
everything should be real,
453
00:17:51,659 --> 00:17:53,327
and film can be
completely fiction.
454
00:17:53,410 --> 00:17:56,538
And most commercials,
most advertising
is slice of life,
455
00:17:56,622 --> 00:17:58,290
it's completely fictional.
456
00:17:58,415 --> 00:18:02,002
The flip side of that,
we sometimes call "faction."
457
00:18:02,086 --> 00:18:03,337
So wait.
What's "faction"?
458
00:18:03,629 --> 00:18:06,715
Faction is when
you've combined
documentary,
459
00:18:06,799 --> 00:18:12,137
or factual,
or historical information
with speculation or fiction.
460
00:18:12,388 --> 00:18:15,724
Where you've got
a mix of fact
461
00:18:15,891 --> 00:18:18,852
and then something
that you as a director,
462
00:18:18,936 --> 00:18:21,105
or an author writing a book,
463
00:18:21,355 --> 00:18:24,942
really has an obligation
to indicate to the audience
464
00:18:25,401 --> 00:18:28,529
what is the historical fact
and what is the speculation
465
00:18:28,612 --> 00:18:30,864
in a typical work of faction.
466
00:18:30,948 --> 00:18:34,868
If I say that these are
the greatest sunglasses
anybody could ever wear,
467
00:18:35,035 --> 00:18:36,245
in The Greatest
Movie Ever Sold.
468
00:18:36,370 --> 00:18:38,247
Can I...
On the inverse,
469
00:18:38,372 --> 00:18:39,999
can I say that
every other sunglasses
470
00:18:40,082 --> 00:18:41,709
are the worst
sunglasses ever made?
471
00:18:41,917 --> 00:18:43,752
You know,
if you're saying everything
472
00:18:43,836 --> 00:18:45,129
that's a sponsor
is the greatest
473
00:18:45,212 --> 00:18:47,423
and everything else is trash,
474
00:18:47,506 --> 00:18:50,217
people seeing the film
are going to get that
you're making a point
475
00:18:50,384 --> 00:18:53,137
and that it's not
a personal endorsement.
476
00:18:53,220 --> 00:18:57,516
So, you're
a very powerful attorney
here in New York City.
477
00:18:57,599 --> 00:18:59,268
You're a partner
in the firm.
478
00:18:59,518 --> 00:19:01,395
So how much
did this hour
just cost me?
479
00:19:01,729 --> 00:19:02,896
(LAUGHING)
480
00:19:03,022 --> 00:19:05,024
My rate's $770 an hour.
481
00:19:05,858 --> 00:19:10,070
But, advertising has its value
so this is advertising for me.
482
00:19:10,237 --> 00:19:14,033
So the question is
how much does it cost me
to be in your movie?
483
00:19:15,284 --> 00:19:16,827
SPURLOCK: All the big
Hollywood blockbusters have
484
00:19:16,910 --> 00:19:18,454
tie-ins with
fast food restaurants.
485
00:19:18,787 --> 00:19:20,247
Cups, toys, you name it.
486
00:19:20,748 --> 00:19:22,291
None of those guys
would call me back.
487
00:19:22,541 --> 00:19:24,626
But I did find one
Central Pennsylvania staple
488
00:19:24,752 --> 00:19:26,420
who thought
this could be right
up their alley.
489
00:19:27,087 --> 00:19:29,882
They were so excited
they even flew me
to their offices
490
00:19:29,965 --> 00:19:32,217
in their private plane.
491
00:19:32,885 --> 00:19:34,762
As I said,
I am a fan of Sheetz.
492
00:19:35,346 --> 00:19:37,097
I love Sheetz.
493
00:19:37,181 --> 00:19:38,182
Are you blowing
sunshine up our ass?
494
00:19:38,265 --> 00:19:39,266
I am.
495
00:19:39,350 --> 00:19:40,517
Okay.
In a great way.
496
00:19:40,601 --> 00:19:41,602
(ALL LAUGHING)
497
00:19:41,685 --> 00:19:43,395
Shameless marketing.
498
00:19:43,479 --> 00:19:46,648
More shameless plugs,
that's what we
want to do for Sheetz.
499
00:19:46,815 --> 00:19:48,942
We're going to be
traveling around talking
500
00:19:49,026 --> 00:19:51,111
about the impact of
product placement,
marketing and advertising,
501
00:19:51,195 --> 00:19:52,780
talking to people
along the way.
502
00:19:52,863 --> 00:19:54,448
And where better
to talk to people,
503
00:19:54,531 --> 00:19:56,200
than at a Sheetz?
STAN: True.
504
00:19:56,283 --> 00:19:57,701
At a gas pump.
505
00:19:57,785 --> 00:19:59,870
I want to hear people,
what they think
about products.
506
00:19:59,953 --> 00:20:01,121
What do they
think about Sheetz?
507
00:20:01,205 --> 00:20:02,831
And again,
when we're going
to interview people
508
00:20:02,915 --> 00:20:04,333
we wanna make sure
we interview people
509
00:20:04,458 --> 00:20:05,918
right inside of
a Sheetz location.
510
00:20:06,251 --> 00:20:08,337
We want to sit down
and have interviews
with someone who...
511
00:20:08,420 --> 00:20:09,546
Have a sandwich.
512
00:20:09,630 --> 00:20:10,714
Yeah, we'll
have a sandwich.
513
00:20:10,923 --> 00:20:13,717
Here I am
enjoying a meatball sub
talking to this gentleman.
514
00:20:13,801 --> 00:20:16,011
We're talking about
product placement.
515
00:20:16,261 --> 00:20:17,638
And so maybe
we'll talk to somebody
516
00:20:17,721 --> 00:20:19,098
who's against
product placement,
517
00:20:19,181 --> 00:20:21,475
who's against advertising,
against marketing in films.
518
00:20:21,642 --> 00:20:23,519
We'll talk to them
inside of a Sheetz.
519
00:20:23,727 --> 00:20:24,937
While they have
the product in their hand.
520
00:20:25,020 --> 00:20:26,438
Of course.
That's the best part.
521
00:20:26,563 --> 00:20:28,315
Cool. All right, yeah.
522
00:20:28,982 --> 00:20:31,026
And for me, what I'm
really excited about,
523
00:20:31,151 --> 00:20:34,530
is to have Sheetz
be the home of
our collector cups.
524
00:20:34,905 --> 00:20:38,534
Of course, the fleet truck,
(MIMICS HONKING) for
The Greatest Movie Ever Sold.
525
00:20:38,617 --> 00:20:39,993
There's the cup
where you'll get
526
00:20:40,077 --> 00:20:41,745
The Greatest
Floozie You'll Ever Drink.
527
00:20:41,829 --> 00:20:42,830
Right inside there.
528
00:20:42,913 --> 00:20:45,833
And of course, "Holy Sheetz,
I can't believe how
many choices there are!"
529
00:20:46,291 --> 00:20:48,836
"Collect all four
at your Sheetz."
530
00:20:49,545 --> 00:20:52,297
See? First time ever,
documentary with
collector cups.
531
00:20:52,798 --> 00:20:54,425
They're going to be
on that like a wet T-shirt.
532
00:20:54,550 --> 00:20:57,761
That's right.
That's big right there.
That's big.
533
00:20:57,928 --> 00:21:00,973
What do you think
are the probability
of negative press is?
534
00:21:01,056 --> 00:21:05,352
Is that, like, "Here's
this jerk who's making
535
00:21:05,436 --> 00:21:09,648
"this horrible,
horrible marketing movie
536
00:21:09,857 --> 00:21:12,693
"with the assumption
that Americans are idiots."
537
00:21:13,318 --> 00:21:16,029
Okay? And then that's
what they talk about on E!
or something.
538
00:21:16,113 --> 00:21:20,325
"Morgan is an idiot
and he thinks all of
Americans are idiots
539
00:21:20,409 --> 00:21:23,036
"and all the people
who sponsored this film
are idiots.
540
00:21:23,162 --> 00:21:25,873
"They're bigger idiots."
What does that
do to our brand?
541
00:21:25,998 --> 00:21:29,293
This film will literally
talk about this thing that
is in front of all of us.
542
00:21:29,376 --> 00:21:31,587
That is, literally,
right there every day
543
00:21:31,670 --> 00:21:33,630
and bring it home
in a way that just
makes us think about it,
544
00:21:33,714 --> 00:21:36,091
recognize it. I don't think
people will look at you
like you're stupid.
545
00:21:36,175 --> 00:21:37,593
I think people
will look at you like,
546
00:21:37,676 --> 00:21:39,052
"These people
were brave enough
547
00:21:39,219 --> 00:21:41,305
"to be a part of this
because they're not
afraid of their brand."
548
00:21:41,388 --> 00:21:42,723
Is there a plot?
549
00:21:42,806 --> 00:21:44,475
Or is it just
shameless marketing?
550
00:21:44,600 --> 00:21:50,105
No. The plot is literally
me trying to find the people
to support a film like this,
551
00:21:50,439 --> 00:21:53,901
that talks about the topic.
This is the...
This is the movie right now.
552
00:21:54,109 --> 00:21:55,527
This is it.
It's happening.
553
00:21:55,611 --> 00:21:57,321
Is there a base number,
though,
554
00:21:57,404 --> 00:21:59,072
of what you guys
are comfortable saying,
555
00:21:59,239 --> 00:22:00,991
"We'll commit to this"?
Yes.
556
00:22:01,116 --> 00:22:04,203
A hundred.
We had said we'd commit
to 100 as a base.
557
00:22:04,870 --> 00:22:06,121
Thank you.
It was a pleasure.
558
00:22:06,205 --> 00:22:07,414
It was a pleasure
to meet you.
559
00:22:08,207 --> 00:22:09,583
STAN: Can we take
these mics off?
560
00:22:09,750 --> 00:22:11,668
Couldn't have gone
any better than that
I don't think.
561
00:22:12,419 --> 00:22:13,545
Or maybe it could have.
562
00:22:13,754 --> 00:22:15,672
I don't know
if he's blowing
sunshine up our ass
563
00:22:15,756 --> 00:22:17,508
trying to get
money out of us, or...
564
00:22:17,591 --> 00:22:19,760
You know, I mean,
what's going on here?
565
00:22:19,843 --> 00:22:22,179
This is all about marketing,
you know what I mean?
566
00:22:22,554 --> 00:22:24,806
Are we really friends yet?
567
00:22:25,349 --> 00:22:27,142
I don't know
if we're friends yet.
568
00:22:27,351 --> 00:22:29,102
SPURLOCK: Meanwhile,
on the other side
of the country,
569
00:22:29,186 --> 00:22:31,396
I think I may have finally
found a drink sponsor.
570
00:22:31,647 --> 00:22:33,982
It's not Coke or Pepsi.
They wouldn't
call me back either.
571
00:22:34,066 --> 00:22:37,236
It turns out,
though, that POM Wonderful
100% Pomegranate Juice
572
00:22:37,319 --> 00:22:42,157
is filled with antioxidants,
is apparently 40%
as effective as Viagra,
573
00:22:42,241 --> 00:22:44,701
and is a multimillion
dollar corporation
574
00:22:44,785 --> 00:22:46,787
that takes a unique
approach to marketing.
575
00:22:46,870 --> 00:22:49,998
The way that I wanna see POM,
or when we first
see POM in the movie,
576
00:22:50,123 --> 00:22:52,417
or find out you are on,
is we get the call.
577
00:22:52,918 --> 00:22:55,462
Maybe you guys
are gonna be in,
"We're gonna do it.
578
00:22:55,546 --> 00:22:56,838
"We wanna be
the official beverage."
579
00:22:56,964 --> 00:22:59,967
And so then
every other beverage
in the movie is blurred out.
580
00:23:00,133 --> 00:23:01,218
(LAUGHING)
581
00:23:01,301 --> 00:23:03,095
We will never see
another beverage
in the movie.
582
00:23:03,178 --> 00:23:05,180
Every other thing will
start to become blurry
except for POM.
583
00:23:05,264 --> 00:23:06,306
There's been
all those times where
584
00:23:06,390 --> 00:23:08,517
there's been product
placement in movies
585
00:23:08,600 --> 00:23:10,394
and integration.
We want to take
it one step further
586
00:23:10,477 --> 00:23:12,187
where we want to be
the first movie ever
587
00:23:12,271 --> 00:23:14,189
to actually have
30-second commercials
588
00:23:14,273 --> 00:23:15,566
right in
the middle of the film.
589
00:23:15,649 --> 00:23:16,733
(ALL LAUGHING)
590
00:23:16,817 --> 00:23:18,443
So we're gonna
shoot commercial spots.
591
00:23:18,527 --> 00:23:20,112
There'll be three spots
throughout the film,
592
00:23:20,195 --> 00:23:22,072
as I said,
our top three sponsors.
593
00:23:22,281 --> 00:23:23,323
The above-the-title sponsors
594
00:23:23,407 --> 00:23:25,742
and the other two which
will have 30 second spots
595
00:23:25,826 --> 00:23:27,244
of which POM would
be a great commercial.
596
00:23:27,327 --> 00:23:29,580
We have some really good ideas
that we could do something
with that.
597
00:23:29,663 --> 00:23:32,040
There's no better
marketer than NASCAR.
598
00:23:32,332 --> 00:23:35,919
NASCAR does
a great job about showing
their loyalty to brands,
599
00:23:36,086 --> 00:23:38,255
showing their partners
with brand sponsorships,
600
00:23:38,338 --> 00:23:41,258
and one of the things
they do so well
is the NASCAR suit.
601
00:23:41,425 --> 00:23:43,260
The Greatest Movie Ever Sold
needs to have a suit.
602
00:23:43,343 --> 00:23:46,179
So then, when I go out and go
on the late night programs,
603
00:23:46,263 --> 00:23:49,308
of course I'll be wearing
my Greatest
Movie Ever Sold suit,
604
00:23:49,391 --> 00:23:52,394
which of course will have
a giant POM
Wonderful logo on it.
605
00:23:52,477 --> 00:23:54,896
Other sponsor logos, you know,
covering it throughout.
606
00:23:55,230 --> 00:23:56,315
And so that's the end.
607
00:23:56,398 --> 00:23:58,233
As you can see
I'm at the end
of my POM bottle.
608
00:23:58,317 --> 00:23:59,526
Look how happy I am.
609
00:24:00,027 --> 00:24:03,155
And so we would love
to have you guys be
the official beverage.
610
00:24:03,238 --> 00:24:05,616
What questions do
you have for me?
What can I answer for you?
611
00:24:05,699 --> 00:24:08,702
We're an extremely
high quality product
612
00:24:08,785 --> 00:24:10,829
with a real brand image
to uphold.
613
00:24:11,538 --> 00:24:14,082
How do we know that
the other sponsors
you're gonna put in the film
614
00:24:14,166 --> 00:24:15,542
are compatible with that?
615
00:24:15,709 --> 00:24:18,378
The brands we wanna go after
are the brands
that really reflect
616
00:24:18,545 --> 00:24:21,673
what I think
the movie stands for,
what I stand for.
617
00:24:22,299 --> 00:24:24,468
Doing something different,
doing something innovative.
618
00:24:24,551 --> 00:24:29,514
We think that you
represent POM in a way,
and POM represents you.
619
00:24:29,598 --> 00:24:31,433
We're compatible together.
620
00:24:31,850 --> 00:24:33,560
So that's why I'm
attracted to it.
621
00:24:33,894 --> 00:24:37,189
The other thing is
full transparency
is very important to us.
622
00:24:37,522 --> 00:24:40,359
I think it's
important that people
know how much we spent
623
00:24:40,442 --> 00:24:44,404
to get in this movie
and that we actually
paid for it, because...
624
00:24:44,529 --> 00:24:46,239
Why not?
Do you have any concerns?
625
00:24:46,531 --> 00:24:47,866
Of course.
(SPURLOCK LAUGHS)
626
00:24:48,575 --> 00:24:51,286
I wouldn't be a Jewish mother
if I didn't have concerns.
627
00:24:51,912 --> 00:24:57,042
But part of
being out there and being
successful is taking chances.
628
00:24:57,209 --> 00:24:58,293
You know?
629
00:24:58,418 --> 00:25:01,254
So this is
uncharted territory,
which is exciting for us.
630
00:25:01,421 --> 00:25:03,298
POM was uncharted territory.
Right.
631
00:25:03,590 --> 00:25:08,178
So on your title card, it said
"Brand X - The Greatest
Movie Ever Sold."
632
00:25:08,345 --> 00:25:11,515
Is Brand X what you're
going to put on there
or are you open to...
633
00:25:11,598 --> 00:25:13,183
No, it's going to
be POM Wonderful.
634
00:25:13,308 --> 00:25:14,518
Is it gonna be
POM Wonderful?
635
00:25:14,643 --> 00:25:15,894
Well, I mean,
it could be.
636
00:25:16,019 --> 00:25:17,604
If we make a deal.
637
00:25:17,729 --> 00:25:19,314
Now we're getting
down to brass tacks.
638
00:25:19,523 --> 00:25:23,985
If you want to be Brand X,
which I would love
for POM to be Brand X...
639
00:25:24,695 --> 00:25:27,114
POM Wonderful presents
The Greatest Movie Ever Sold.
640
00:25:27,280 --> 00:25:29,658
We wanna sell the
above-the-title sponsorship
for a million dollars.
641
00:25:29,741 --> 00:25:33,620
Does a million dollars
come with 100% complete
satisfaction guarantee?
642
00:25:33,954 --> 00:25:35,288
For me? Yes.
643
00:25:35,372 --> 00:25:36,456
(ALL LAUGHING)
644
00:25:49,094 --> 00:25:51,304
Talk about the amenities
that the Hyatt has to offer.
645
00:25:51,513 --> 00:25:53,598
(INAUDIBLE)
646
00:25:54,641 --> 00:25:56,977
In the film,
I'll come visit you guys
647
00:25:57,060 --> 00:25:59,020
and pitch you about
being in the film.
648
00:25:59,104 --> 00:26:01,523
Have you ever done
any product placement
or anything like this?
649
00:26:01,606 --> 00:26:02,607
No.
650
00:26:02,691 --> 00:26:04,985
And now I'd rather
know what we get?
What do we get?
651
00:26:05,235 --> 00:26:06,737
So, are you in?
We're in.
652
00:26:06,945 --> 00:26:07,946
(LAUGHS)
653
00:26:09,656 --> 00:26:11,783
Mini Cooper,
official car of
The Greatest Movie Ever Sold.
654
00:26:11,867 --> 00:26:12,951
Are we getting seven?
655
00:26:21,168 --> 00:26:22,586
(GURGLING)
656
00:26:30,677 --> 00:26:33,013
Maybe I shouldn't be
celebrating just yet.
657
00:26:33,096 --> 00:26:35,182
Even with all
these brands signed on
to the movie,
658
00:26:35,265 --> 00:26:37,517
believe it or not
POM just won't give me
the million dollars.
659
00:26:37,851 --> 00:26:40,771
For that to happen,
I have to accomplish
a lot of other things.
660
00:26:40,854 --> 00:26:43,356
Like show on over
250 screens worldwide,
661
00:26:43,440 --> 00:26:45,525
sell 500,000
downloads and DVDs,
662
00:26:45,692 --> 00:26:48,069
generate more than 600 million
media impressions,
663
00:26:48,153 --> 00:26:50,697
and make more than $10 million
at the box office.
664
00:26:50,989 --> 00:26:53,200
And then there's
what's in all
the other contracts!
665
00:26:53,742 --> 00:26:57,037
I can only stay at a Hyatt,
I have to pump gas
at a Sheetz,
666
00:26:57,204 --> 00:26:59,289
I can only eat Amy's Pizza,
667
00:26:59,372 --> 00:27:01,875
I can't disparage
the entire country of Germany,
668
00:27:02,000 --> 00:27:05,003
and I have to
conduct an interview
in one of JetBlue's aircraft.
669
00:27:05,086 --> 00:27:07,130
And that's just
the tip of the iceberg.
670
00:27:08,340 --> 00:27:09,633
As all these
contracts are coming in,
671
00:27:09,716 --> 00:27:14,137
I'm just a bit overwhelmed,
at a loss, confused.
672
00:27:14,221 --> 00:27:16,890
So with POM,
based on this contract,
673
00:27:16,973 --> 00:27:18,934
can I drink anything else
in the movie?
674
00:27:19,017 --> 00:27:20,060
I don't think you can.
675
00:27:20,185 --> 00:27:21,520
And I would certainly
recommend against it
676
00:27:21,603 --> 00:27:23,230
because,
I think it sort of goes...
677
00:27:23,313 --> 00:27:25,607
Even if there's not
an explicit prohibition,
678
00:27:25,690 --> 00:27:27,526
you've got to
show some deference
679
00:27:27,609 --> 00:27:29,444
to this sponsor
and this product.
680
00:27:29,736 --> 00:27:30,987
It says here we're
gonna give them the right
681
00:27:31,071 --> 00:27:32,572
to use content of the film.
682
00:27:32,656 --> 00:27:34,908
Do we get to decide
what content that is?
683
00:27:35,158 --> 00:27:37,452
Most of these sponsors
are looking for sort of
684
00:27:37,536 --> 00:27:39,788
a reciprocal
quid pro quo thing
685
00:27:39,996 --> 00:27:41,498
where you're gonna
use their brands,
686
00:27:41,581 --> 00:27:44,417
but they do want
a piece of this movie
687
00:27:44,584 --> 00:27:46,503
and to be able to
associate themselves
with the movie
688
00:27:46,586 --> 00:27:49,089
and with the valuable
name and image
of Morgan Spurlock.
689
00:27:49,339 --> 00:27:50,966
They're asking for
final approval of the film.
690
00:27:51,049 --> 00:27:52,634
Do we have to show them
the whole movie?
691
00:27:52,759 --> 00:27:54,010
If they have final approval
of the whole film,
692
00:27:54,094 --> 00:27:55,846
yes, you'd have to show them
the whole movie.
693
00:27:55,929 --> 00:27:57,681
(STAMMERS) But do...
We don't have to...
694
00:27:57,764 --> 00:27:58,765
Do we have to do that
695
00:27:58,849 --> 00:28:00,475
or can we just show them
pieces of the film?
696
00:28:00,642 --> 00:28:02,435
This is
a multi-national brand,
697
00:28:02,769 --> 00:28:06,064
and they're very protective
about how they're
going to be perceived,
698
00:28:06,147 --> 00:28:07,524
and how their brand is
going to be perceived.
699
00:28:07,858 --> 00:28:09,568
I feel like we're losing...
700
00:28:09,651 --> 00:28:12,112
I'm gonna lose
the ability to actually have
control over the movie.
701
00:28:12,737 --> 00:28:13,780
Mmm-hmm.
(LAUGHS)
702
00:28:13,864 --> 00:28:16,116
And I just need you
to tell me...
703
00:28:16,783 --> 00:28:18,577
Or you tell me if I am.
704
00:28:18,660 --> 00:28:21,371
I just wanna know that
I can still make
the movie I wanna make.
705
00:28:21,538 --> 00:28:23,248
How much influence are they
gonna have over the movie?
706
00:28:23,456 --> 00:28:25,083
It depends on the movie
that you wanna make.
707
00:28:25,375 --> 00:28:27,168
At the end of the day,
it's your voice
708
00:28:28,420 --> 00:28:30,463
and it's gonna
be your reputation
709
00:28:30,630 --> 00:28:32,716
as a filmmaker that
you have to protect.
710
00:28:32,883 --> 00:28:38,430
You have to stand up
for what you believe
is working for the film
711
00:28:38,513 --> 00:28:40,682
and what isn't
working for the film.
712
00:28:40,974 --> 00:28:42,392
You have
a couple of choices.
Okay.
713
00:28:42,475 --> 00:28:47,063
One choice is
to allow yourself
to be co-opted a little bit.
714
00:28:47,272 --> 00:28:50,108
That's you know...
You dip your toe
in the water.
715
00:28:50,567 --> 00:28:52,402
Pretty soon
you're putting your foot
in the water,
716
00:28:52,485 --> 00:28:53,862
pretty soon
you're swimming.
717
00:28:53,945 --> 00:28:55,739
And you don't
think you're changing.
718
00:28:56,114 --> 00:28:57,991
You just say, "Okay,
I'll do a little more."
719
00:28:58,366 --> 00:29:00,994
You end up swimming,
that's what
they're anticipating.
720
00:29:01,161 --> 00:29:03,413
The other option
is to resist,
721
00:29:03,997 --> 00:29:07,751
and maybe end up in Montana
growing your own food.
722
00:29:08,126 --> 00:29:12,005
This movie is actually
documentary evidence
723
00:29:12,839 --> 00:29:15,800
of how fucked up
marketing is.
724
00:29:16,092 --> 00:29:18,261
It's shrill,
it's ever-present.
725
00:29:19,930 --> 00:29:20,931
Whatever...
726
00:29:21,014 --> 00:29:23,058
If there was ever
anything pristine
727
00:29:23,141 --> 00:29:24,142
about the world we live in,
728
00:29:24,225 --> 00:29:25,393
it no longer is, right?
729
00:29:25,477 --> 00:29:30,065
Because you can't
go anywhere without
encountering this stuff.
730
00:29:30,398 --> 00:29:33,276
First thought,
what's it gonna do
to Morgan Spurlock?
731
00:29:33,360 --> 00:29:36,863
And what's it going to do
to the satire and the spoof?
732
00:29:37,155 --> 00:29:40,659
Because you can
satirize and spoof yourself
out of your objective.
733
00:29:41,201 --> 00:29:44,120
But out of this film
might come a transformed,
734
00:29:44,204 --> 00:29:45,372
commercialized,
735
00:29:45,705 --> 00:29:48,041
corporatized Morgan Spurlock.
736
00:29:48,541 --> 00:29:49,542
And you'll never be able
737
00:29:49,626 --> 00:29:51,044
to shake the identity.
738
00:29:51,836 --> 00:29:53,088
That's your peril.
739
00:29:53,171 --> 00:29:54,214
That's your challenge.
740
00:29:54,547 --> 00:29:56,716
Well, have you got
a pair of these?
741
00:29:57,050 --> 00:29:58,176
(BOTH LAUGHING)
742
00:29:58,802 --> 00:29:59,928
They're giving you
products, too?
743
00:30:00,011 --> 00:30:01,096
These are Merrells.
744
00:30:01,179 --> 00:30:03,473
You're gonna be
completely clothed
with their products?
745
00:30:03,556 --> 00:30:05,392
Absolutely.
And this is
a fantastic shoe.
746
00:30:05,475 --> 00:30:07,394
What is it?
This is a Merrell.
747
00:30:08,103 --> 00:30:09,521
Merrell?
Merrell, yeah.
748
00:30:09,854 --> 00:30:10,939
Where is it made?
749
00:30:11,022 --> 00:30:12,565
Merrell,
they're made in America.
750
00:30:12,649 --> 00:30:14,234
Wow.
Yeah.
751
00:30:14,317 --> 00:30:16,069
Right here
in the US of A.
752
00:30:16,236 --> 00:30:17,237
Is it new?
753
00:30:17,320 --> 00:30:18,321
They've been out
a few years.
754
00:30:18,405 --> 00:30:19,614
I've had a pair
of these before,
755
00:30:19,739 --> 00:30:21,908
and so we called them
because actually,
I'm a fan.
756
00:30:22,033 --> 00:30:23,618
Yeah, how's
the arch support?
757
00:30:23,702 --> 00:30:24,786
It's great.
758
00:30:24,869 --> 00:30:26,579
And the water?
The water's good.
759
00:30:26,705 --> 00:30:28,748
They make boots that
are waterproof as well.
760
00:30:28,915 --> 00:30:30,083
So where are they sold?
761
00:30:30,166 --> 00:30:32,544
They're sold in
outdoor stores and...
762
00:30:32,627 --> 00:30:34,045
Catalogs?
And catalogs.
763
00:30:34,129 --> 00:30:35,797
Merrell.com,
at their website.
764
00:30:35,880 --> 00:30:37,007
(BELL DINGS)
765
00:30:37,507 --> 00:30:38,758
I'll have to look at that.
Yeah.
766
00:30:38,842 --> 00:30:39,843
Yeah.
This is a good shoe.
767
00:30:39,926 --> 00:30:40,927
Yeah.
768
00:30:57,402 --> 00:30:59,154
Tell you one thing
I'm glad of,
769
00:30:59,237 --> 00:31:02,282
is that I'm not driving
some piece of shit Volkswagen
right now.
770
00:31:03,491 --> 00:31:05,285
Like, this car
runs so good.
771
00:31:05,368 --> 00:31:08,246
It is,
like, the greatest machine
you could have on the road.
772
00:31:08,329 --> 00:31:10,498
Gets the best gas mileage.
It looks amazing.
773
00:31:10,582 --> 00:31:13,168
How good do these cars look?
They look incredible.
774
00:31:15,170 --> 00:31:16,838
Everybody seems to have
a differing opinion.
775
00:31:16,963 --> 00:31:19,215
Can you still have credibility
once a brand gets involved?
776
00:31:19,299 --> 00:31:20,884
I would argue it depends
on what kind of show it is.
777
00:31:20,967 --> 00:31:25,180
If it's like a GRAMMY...
An Emmy Award winning drama,
778
00:31:25,305 --> 00:31:26,514
like, I don't know, E.R...
779
00:31:26,598 --> 00:31:27,724
Law and Order.
780
00:31:27,807 --> 00:31:31,227
Law and Order,
I would say that's
a little more foreign.
781
00:31:31,311 --> 00:31:33,688
If it's more of
a breezy show,
or a reality show...
782
00:31:33,813 --> 00:31:35,899
Reality and sports,
all bets are off already.
783
00:31:36,066 --> 00:31:38,359
It's already off.
Another question is
comedies and dramas.
784
00:31:38,485 --> 00:31:41,154
That's the prime
real-estate of network TV.
785
00:31:41,321 --> 00:31:44,115
What is the most egregious
product placement
you've ever seen?
786
00:31:44,199 --> 00:31:48,203
In the last two years,
we're seeing people
say things in dialog
787
00:31:48,286 --> 00:31:49,704
that was
intended for the show.
788
00:31:49,829 --> 00:31:51,372
"I couldn't have been here
without Dr. Pepper!"
789
00:31:51,456 --> 00:31:53,249
Maybe if you stopped drinking
so much Dr. Pepper.
790
00:31:53,333 --> 00:31:54,334
We're on a road trip.
791
00:31:54,417 --> 00:31:56,544
Drinking Dr. Pepper
is practically a requirement.
792
00:31:56,628 --> 00:31:58,171
"I love that
Subway $5 Footlong!"
793
00:31:58,379 --> 00:31:59,380
What can I
do for you, son?
794
00:31:59,506 --> 00:32:01,841
I got an extra
Chicken Teriyaki Footlong.
795
00:32:01,925 --> 00:32:04,385
I thought someone
would be interested in.
796
00:32:04,636 --> 00:32:05,720
I think that's really...
797
00:32:05,804 --> 00:32:06,805
That's fantastic.
798
00:32:06,888 --> 00:32:08,264
Holy mother,
what's going on there?
799
00:32:08,473 --> 00:32:09,516
No one says that,
no one acts that way...
800
00:32:09,599 --> 00:32:10,642
Nobody acts that way.
801
00:32:10,725 --> 00:32:13,770
No one acts that way.
It's always unnatural
and it's forced.
802
00:32:13,853 --> 00:32:16,022
It's so forced that you go,
"I'm not watching a show.
803
00:32:16,106 --> 00:32:18,483
"I'm watching a commercial."
And that ruins
the whole experience.
804
00:32:18,858 --> 00:32:22,112
SPURLOCK: Brian Steinberg
may hate it when product
placement is too obvious,
805
00:32:22,195 --> 00:32:23,696
but since I'm
contractually obligated,
806
00:32:23,780 --> 00:32:27,075
to do an interview
in JetBlue's new
state-of-the-art Terminal 5,
807
00:32:27,367 --> 00:32:29,035
I thought this
would be a great place
808
00:32:29,119 --> 00:32:31,162
to talk to someone who thinks
the bigger problem
809
00:32:31,246 --> 00:32:33,790
is that people don't know
they're being advertised to.
810
00:32:34,249 --> 00:32:35,750
Robert Weissman
is the president
811
00:32:35,834 --> 00:32:37,877
of the consumer advocacy group
Public Citizen,
812
00:32:37,961 --> 00:32:39,796
and he's
championing a radical way
813
00:32:39,879 --> 00:32:42,423
to differentiate
advertisements from
entertainment.
814
00:32:42,882 --> 00:32:45,176
With product placement,
what do you think
should be done?
815
00:32:45,885 --> 00:32:47,345
In films and
television...
816
00:32:47,512 --> 00:32:49,430
The most important thing,
especially for television,
817
00:32:49,556 --> 00:32:52,225
is to have
simultaneous labeling
818
00:32:52,308 --> 00:32:55,436
that people are being
hit with an advertisement
at the moment they are.
819
00:32:55,520 --> 00:32:57,188
Right.
There should be
some little pop-up
820
00:32:57,272 --> 00:32:58,773
that comes on and says,
"Advertisement."
821
00:32:58,857 --> 00:33:01,651
It could be
a scroll at the bottom,
a little pop-up, whatever.
822
00:33:02,068 --> 00:33:03,361
At the moment that people
are being advertised to
823
00:33:03,444 --> 00:33:05,405
they should know
they're being advertised to.
824
00:33:05,655 --> 00:33:08,741
The advertisers in
the television industry say,
825
00:33:08,825 --> 00:33:11,077
"The horror!
That'd be terrible."
826
00:33:11,202 --> 00:33:12,996
Because it
would create clutter
on the screen.
827
00:33:13,079 --> 00:33:14,831
Right.
But anyone who's
watched television
828
00:33:14,998 --> 00:33:16,833
for between
three and 10 seconds
829
00:33:16,916 --> 00:33:20,503
knows there's tons of
clutter on the screen
almost all the time.
830
00:33:20,587 --> 00:33:22,422
There's the logo
for the network,
831
00:33:22,505 --> 00:33:24,090
there's pop-up advertisements,
832
00:33:24,174 --> 00:33:25,258
there's emergency
things going across...
833
00:33:25,341 --> 00:33:26,426
Yeah.
834
00:33:26,509 --> 00:33:28,720
...different programs,
there's two streams
going across,
835
00:33:28,803 --> 00:33:30,597
and other stuff
on the side,
836
00:33:30,722 --> 00:33:33,183
so there's
already tons of clutter.
837
00:33:33,266 --> 00:33:36,394
If they can do clutter
for advertisement,
838
00:33:36,477 --> 00:33:38,563
they can do
a little additional piece
839
00:33:38,646 --> 00:33:42,650
to tell people that
even in the core program,
840
00:33:42,734 --> 00:33:44,277
they're being exposed
to an advertisement.
841
00:33:44,360 --> 00:33:45,361
(WOMAN ON PA)
842
00:33:45,445 --> 00:33:49,199
Robert Weissman
loooves JetBlue!
Happy Jetting!
843
00:33:49,866 --> 00:33:51,326
Wow, gosh, Morgan.
844
00:33:52,243 --> 00:33:54,662
Pretty clever.
Thanks for flying
me here for that.
845
00:33:56,164 --> 00:33:58,124
I guess you have more
power than I thought.
846
00:34:00,668 --> 00:34:02,045
SPURLOCK:
While Robert may be
leading the charge
847
00:34:02,128 --> 00:34:03,463
to get rid of
product placement,
848
00:34:03,630 --> 00:34:05,381
another guy
practically invented it.
849
00:34:05,924 --> 00:34:08,801
In Hollywood,
if you need a car,
you call Norm.
850
00:34:09,385 --> 00:34:11,804
If you need a beer,
you call Norm.
851
00:34:12,055 --> 00:34:16,100
In fact, if you need
just about anything,
you call one man,
852
00:34:16,643 --> 00:34:17,810
Norm Marshall.
853
00:34:18,019 --> 00:34:19,646
If anyone can tell me
how much influence
854
00:34:19,729 --> 00:34:22,732
brands are going to have
over my movie, it's him.
855
00:34:23,233 --> 00:34:25,401
Years ago,
we represented Alka-Seltzer.
856
00:34:25,485 --> 00:34:26,486
Mmm-hmm.
857
00:34:26,569 --> 00:34:31,074
And we got a call
from one of our friends
and he said,
858
00:34:31,157 --> 00:34:33,618
"Hey, the director
just called a shot
859
00:34:33,701 --> 00:34:35,912
"and he wants the character,
it's a comedy...
860
00:34:35,995 --> 00:34:38,331
"And he wants the character
to chew an Alka-Seltzer tablet
861
00:34:38,414 --> 00:34:39,999
"and then foam at the mouth."
862
00:34:40,083 --> 00:34:41,751
We immediately
jumped in the middle of it
863
00:34:41,834 --> 00:34:43,878
and had a direct call
to the director
864
00:34:43,962 --> 00:34:48,049
who immediately started
giving me some push-back
and I, you know...
865
00:34:48,383 --> 00:34:49,384
We couldn't resolve it,
866
00:34:49,467 --> 00:34:51,094
so I called
the transportation coordinator
867
00:34:51,177 --> 00:34:54,264
and said, "Billy,
bring all the cars back."
868
00:34:54,681 --> 00:34:58,601
So Billy went to
the producer and said,
869
00:34:58,685 --> 00:34:59,936
"How'd you piss off
Norm Marshall?"
870
00:35:00,520 --> 00:35:02,939
"Well, I just was
talking to him about
this Alka-Seltzer thing"
871
00:35:03,022 --> 00:35:04,607
"Well, he wants
all his cars back."
872
00:35:04,691 --> 00:35:06,234
And then he
calls back and says,
873
00:35:06,317 --> 00:35:07,860
"We've changed
the Alka-Seltzer scene."
874
00:35:07,986 --> 00:35:09,696
So those are
the kinds of things
875
00:35:09,779 --> 00:35:11,447
that you can't do
from Madison Avenue,
876
00:35:11,531 --> 00:35:14,367
or whatever,
and that's how fluid
the industry is,
877
00:35:14,450 --> 00:35:16,035
it changes very...
878
00:35:16,160 --> 00:35:17,537
On a moment.
Yeah.
879
00:35:17,620 --> 00:35:20,456
Who has more
power and influence
in Hollywood,
880
00:35:20,540 --> 00:35:21,874
writers or brands?
881
00:35:22,083 --> 00:35:25,295
The individual writer
on the individual show,
if that show is successful,
882
00:35:25,378 --> 00:35:27,839
has more power than
the individual brand,
883
00:35:27,922 --> 00:35:29,799
but overall there is
going to be a moment,
884
00:35:29,882 --> 00:35:31,301
and I don't think
it's very far off,
885
00:35:31,384 --> 00:35:35,471
where the larger brands,
meaning the larger
advertisers,
886
00:35:35,596 --> 00:35:37,390
can dictate to
the network the conditions
887
00:35:37,473 --> 00:35:39,225
under which they're
prepared to advertise.
888
00:35:39,392 --> 00:35:40,935
Do you guys ever
recommend script changes?
889
00:35:41,227 --> 00:35:42,228
Absolutely.
Yeah.
890
00:35:42,312 --> 00:35:43,771
Doesn't always
happen, but...
Right.
891
00:35:44,397 --> 00:35:45,732
(DIALING PHONE)
892
00:35:47,567 --> 00:35:48,735
(PHONE RINGING)
893
00:35:50,236 --> 00:35:52,780
WOMAN:
Thank you for calling
Straight Arrow Products.
894
00:35:52,947 --> 00:35:54,240
(LAUGHING)
895
00:35:55,575 --> 00:35:56,576
(WHISPERING)
896
00:35:56,659 --> 00:35:58,244
I've gotta try to
keep a straight face.
897
00:35:59,829 --> 00:36:01,581
Are you there? Hello?
898
00:36:01,998 --> 00:36:03,541
Hello.
Hey.
899
00:36:03,624 --> 00:36:06,586
KATZEV:
We just wanted to get a feel
for the idea of the scene
900
00:36:06,669 --> 00:36:08,004
and how you were
gonna position...
901
00:36:08,087 --> 00:36:09,422
For us, the whole goal
902
00:36:09,505 --> 00:36:10,673
is to try and put
something in there...
903
00:36:10,757 --> 00:36:12,800
Products that we think
that are interesting,
904
00:36:12,884 --> 00:36:15,803
that could be fun,
that at the same time
represent an extension...
905
00:36:15,887 --> 00:36:17,805
The extension
of what we're trying
to make with this film.
906
00:36:17,930 --> 00:36:19,766
That's good,
'cause that's what
we liked about it.
907
00:36:19,891 --> 00:36:22,769
Because again, the image
is to keep Mane 'n Tail fun.
908
00:36:22,977 --> 00:36:26,189
Yeah, I completely agree,
and so for me,
in the scene that we wanna do,
909
00:36:26,272 --> 00:36:29,275
you literally start off
on a close-up of the bottle.
910
00:36:29,400 --> 00:36:30,443
Like, there's the bottle.
911
00:36:30,526 --> 00:36:32,695
You pull out to
see here, you know,
here we are in the bathtub.
912
00:36:32,779 --> 00:36:34,030
I'm there washing my hair.
913
00:36:34,113 --> 00:36:36,949
You pull out a little more,
you see me washing
my little boy's hair.
914
00:36:37,116 --> 00:36:38,701
You pull out
a little bit more,
and as I turn to the left
915
00:36:38,785 --> 00:36:41,204
and there I am
washing my Shetland pony
in the tub.
916
00:36:41,329 --> 00:36:42,580
WOMAN: (LAUGHS)
There you go!
KATZEV: There you go!
917
00:36:42,663 --> 00:36:43,873
It works for us.
918
00:36:43,956 --> 00:36:46,125
We'll probably see
a shot of it
in the beginning,
919
00:36:46,209 --> 00:36:49,045
maybe have
something in the middle
where we have a phone call
920
00:36:49,128 --> 00:36:51,881
talking about the placement
and then have it in the end.
921
00:36:52,423 --> 00:36:53,424
Perfect.
922
00:36:53,841 --> 00:36:55,301
Okay.
That sounds good then.
923
00:36:55,510 --> 00:36:57,553
Anything else we can answer
for you guys right now?
924
00:36:57,637 --> 00:36:58,846
No, that was
just the concern.
925
00:36:58,930 --> 00:37:01,724
I wanted to hear exactly
what you guys were
gonna be doing with it
926
00:37:01,808 --> 00:37:03,017
in the scenes and
that's about it.
927
00:37:03,101 --> 00:37:05,603
We've been
a genuine company
for the past 40 years.
928
00:37:05,853 --> 00:37:07,647
Right.
And we do not...
929
00:37:07,814 --> 00:37:10,608
And we do not just don't...
Hey, people have fun with us.
930
00:37:10,691 --> 00:37:13,569
They enjoy us. We have
a well-rounded good will
931
00:37:13,653 --> 00:37:16,155
between our equine business
and our human side.
932
00:37:16,322 --> 00:37:18,699
I mean,
this is truly
a rare product
933
00:37:18,908 --> 00:37:21,828
in the fact that
it's crossed-over
as successful as it has.
934
00:37:22,078 --> 00:37:23,162
I completely agree.
935
00:37:23,287 --> 00:37:25,331
And it still
continues to be used
by horse and people
936
00:37:25,415 --> 00:37:26,457
so that will...
937
00:37:26,582 --> 00:37:28,668
And this is
a worldwide product,
938
00:37:28,751 --> 00:37:30,795
so we try to keep it
fun and protect it.
939
00:37:30,878 --> 00:37:32,755
Well, guys,
this is gonna be great.
Thank you so much,
940
00:37:32,839 --> 00:37:34,382
and I'm so glad you guys
want to be in the movie.
941
00:37:34,549 --> 00:37:37,343
No, thank you for
taking the time with us.
942
00:37:37,468 --> 00:37:38,928
I'm glad you
liked the product.
943
00:37:39,178 --> 00:37:41,764
It's my pleasure,
thank you, guys.
All right. Bye-bye. Thanks.
944
00:37:41,889 --> 00:37:43,349
Bye.
WOMAN: Bye-bye.
945
00:37:43,933 --> 00:37:45,268
Awesome!
946
00:37:45,560 --> 00:37:49,647
The official shampoo of
The Greatest Movie
Ever Sold, Mane 'n Tail.
947
00:37:49,772 --> 00:37:52,817
My concern is storytelling,
not story-selling.
948
00:37:52,900 --> 00:37:54,110
And I don't want
to be someone
949
00:37:54,193 --> 00:37:56,863
who's trying shove a product
down someone's throat.
950
00:37:56,946 --> 00:37:58,823
I'm trying to
make people believe
these characters are real.
951
00:37:58,906 --> 00:38:01,242
I've never been told,
you know,
952
00:38:02,535 --> 00:38:04,203
"Have them hold it
a little bit higher,
953
00:38:04,287 --> 00:38:05,955
"and get a little bit
closer to his face."
954
00:38:06,038 --> 00:38:07,373
I've never been told that.
955
00:38:07,540 --> 00:38:09,167
Until I started
directing movies,
956
00:38:09,250 --> 00:38:12,044
I didn't realize
how it worked.
957
00:38:13,004 --> 00:38:15,256
And then two guys
in suits come down
to the set
958
00:38:15,339 --> 00:38:16,340
with a product and, like,
959
00:38:16,424 --> 00:38:17,884
"Yeah, you need to
use this in the scene."
960
00:38:18,009 --> 00:38:19,427
I'm like, "What are you
talking about?"
961
00:38:19,719 --> 00:38:23,139
I haven't done
that much product placement
in my movies
962
00:38:23,222 --> 00:38:26,601
because, for the most part,
I've actually
been usually refused.
963
00:38:27,226 --> 00:38:29,020
If I wanna use...
964
00:38:29,395 --> 00:38:31,522
I think all my first scripts
965
00:38:31,772 --> 00:38:34,650
always had some scene
that took place at a Denny's.
966
00:38:34,984 --> 00:38:39,197
Because I had
many scenes in my early 20s
that took place at a Denny's.
967
00:38:39,614 --> 00:38:41,991
And Reservoir Dogs,
968
00:38:42,200 --> 00:38:43,993
in the original script,
the opening scene
969
00:38:44,076 --> 00:38:45,661
where they're all talking,
at a Denny's.
970
00:38:45,745 --> 00:38:49,081
All right, the opening
scene in Pulp Fiction,
971
00:38:49,165 --> 00:38:50,708
Pumpkin and Honey Bunny
at a Denny's.
972
00:38:50,833 --> 00:38:52,919
Yeah.
In both cases,
Denny's goes, "No!"
973
00:38:53,836 --> 00:38:56,756
Truthfully,
I don't ever notice it
unless it's super obvious.
974
00:38:57,256 --> 00:38:58,674
And then when
it's super obvious,
975
00:38:58,758 --> 00:39:00,676
it becomes
ridiculously obvious
976
00:39:00,927 --> 00:39:03,179
and then it can
break the reality.
977
00:39:03,638 --> 00:39:05,097
Pardon me?
SPURLOCK:
Is it advertising?
978
00:39:05,473 --> 00:39:06,557
Oh, fuck yeah.
979
00:39:06,724 --> 00:39:08,017
It's the movie business.
980
00:39:08,100 --> 00:39:13,064
And the game now is,
"How cheap can you
make that movie?"
981
00:39:13,147 --> 00:39:14,524
And "How much profit
can you make?"
982
00:39:14,607 --> 00:39:15,900
SPURLOCK:
For a long time,
people would say
983
00:39:15,983 --> 00:39:17,443
there's a line
between art and commerce.
984
00:39:17,568 --> 00:39:19,362
Is that line just
getting thinner and thinner?
985
00:39:19,946 --> 00:39:24,951
There are still
very, very powerful
and very talented artists
986
00:39:25,493 --> 00:39:27,203
musically and in film.
987
00:39:27,286 --> 00:39:30,623
Like, bands like Radiohead,
filmmakers like
Paul Thomas Anderson,
988
00:39:30,957 --> 00:39:32,792
who are clearly not
interested in this.
989
00:39:33,459 --> 00:39:35,086
Artistic integrity,
whatever.
990
00:39:35,294 --> 00:39:39,882
I mean, you know,
how do you tell the story
you intended to tell
991
00:39:40,132 --> 00:39:41,175
without compromising?
992
00:39:41,259 --> 00:39:43,386
Yes. There's a bit
of compromise,
993
00:39:43,678 --> 00:39:46,138
but, like I said,
if there's a car in a movie,
994
00:39:46,222 --> 00:39:51,978
why not be a car
that a brand is helping
reach your budget?
995
00:39:52,103 --> 00:39:53,646
Do you think
it's selling out?
996
00:39:54,855 --> 00:39:56,649
To who?
We're all selling out.
997
00:39:56,732 --> 00:39:58,568
GE is my boss,
really, okay?
998
00:39:58,651 --> 00:40:02,280
They build jet engines
and weapons systems
999
00:40:02,363 --> 00:40:04,907
and all kinds of crazy
electronic appliances
1000
00:40:04,991 --> 00:40:08,286
and they don't give
a flying fuck about art.
1001
00:40:20,423 --> 00:40:21,757
So we have three spots
that we're gonna look at.
1002
00:40:21,841 --> 00:40:24,260
The first one looks at
the healthful aspects
1003
00:40:24,343 --> 00:40:26,345
of POM Wonderful
100% Pomegranate Juice.
1004
00:40:26,429 --> 00:40:30,766
Where you see me right there
in the middle of
a pomegranate field.
1005
00:40:30,933 --> 00:40:33,019
There's only one problem.
You can't shoot that spot
1006
00:40:33,185 --> 00:40:35,187
because there
are no pomegranates
on the trees.
1007
00:40:37,064 --> 00:40:38,441
Did we miss the season?
Isn't it in May?
1008
00:40:38,524 --> 00:40:39,859
Oh, yeah.
We missed it.
1009
00:40:42,278 --> 00:40:44,780
So, this spot is
called "POM on My Mind."
1010
00:40:44,989 --> 00:40:48,784
I come out of the gym,
it's hot in the city.
I rub my eyes.
1011
00:40:48,951 --> 00:40:52,747
As I look back out,
everything in the world has
this red tint to it.
1012
00:40:52,872 --> 00:40:54,624
As I walk down the street,
I pass a donut shop,
1013
00:40:54,707 --> 00:40:57,043
where all
the donuts are stacked
one on top of the other.
1014
00:40:57,460 --> 00:41:00,379
And I just look at that,
it's a little weird,
and I walk past a fruit stand
1015
00:41:00,463 --> 00:41:02,590
where all the apples
are all stacked
one on top of the other.
1016
00:41:02,673 --> 00:41:04,967
What is going on?
What alterior
universe is this?
1017
00:41:05,051 --> 00:41:07,261
Suddenly,
all the women
that I see...
1018
00:41:07,428 --> 00:41:08,512
(ALL LAUGHING)
1019
00:41:08,596 --> 00:41:12,642
All of their
breasts are like this
double stacked uni-boob
1020
00:41:12,725 --> 00:41:14,602
in the middle of their chest.
I open up the fridge,
1021
00:41:14,685 --> 00:41:15,895
there's what I want.
1022
00:41:16,020 --> 00:41:17,229
Ah!
1023
00:41:17,355 --> 00:41:21,984
Then, it's POM Wonderful
100% Pomegranate Juice.
Getcha Some.
1024
00:41:22,068 --> 00:41:23,778
Then all of a sudden
I hear "Woof"
1025
00:41:23,861 --> 00:41:25,488
and I look down,
and there's my dog,
1026
00:41:25,738 --> 00:41:27,448
looking up at me
with two heads,
1027
00:41:27,531 --> 00:41:29,909
as he turns his heads,
and then that's the spot.
1028
00:41:31,702 --> 00:41:35,581
It doesn't talk about
our product attributes
as much as the other one does.
1029
00:41:35,665 --> 00:41:38,501
Yeah, yeah. It plays to
the icon of the bottle,
1030
00:41:38,584 --> 00:41:40,252
but right,
doesn't talk about
what's inside.
1031
00:41:40,586 --> 00:41:44,423
This spot starts
off with me popping up
into the camera
1032
00:41:44,840 --> 00:41:46,050
and I tap onto the lens.
1033
00:41:46,217 --> 00:41:47,551
(MIMICS TAPPING SOUND)
1034
00:41:47,843 --> 00:41:50,429
And it's like,
literally it's a close-up
right on my face.
1035
00:41:50,930 --> 00:41:52,598
And the camera
starts pulling out.
1036
00:41:53,265 --> 00:41:56,560
And I go, "Psst!
I wanna tell you a secret.
1037
00:41:57,186 --> 00:41:58,896
"This is just
between me and you, okay?
1038
00:41:59,021 --> 00:42:03,567
"But I drink POM Wonderful
100% Pomegranate Juice.
1039
00:42:04,110 --> 00:42:07,279
"All right?"
Now, the camera
keeps pulling back.
1040
00:42:07,947 --> 00:42:10,866
"Now, not only is it
loaded with antioxidants,
1041
00:42:11,325 --> 00:42:14,995
"but it also
improves blood flow and
increases prostate health.
1042
00:42:15,121 --> 00:42:16,789
"But, get this.
1043
00:42:17,707 --> 00:42:23,170
"50% of men with
mild erectile dysfunction
experience stronger erections
1044
00:42:23,796 --> 00:42:26,924
"after drinking it
for only four weeks."
1045
00:42:27,466 --> 00:42:29,468
And the camera
keeps pulling back,
keeps pulling back.
1046
00:42:29,552 --> 00:42:31,679
And I say,
"Now who wouldn't
want that."
1047
00:42:32,096 --> 00:42:34,390
And there I am standing
with a giant erection.
1048
00:42:35,099 --> 00:42:37,852
POM Wonderful 100%
Pomegranate Juice.
1049
00:42:38,978 --> 00:42:40,479
We'll be running that on TV.
1050
00:42:40,646 --> 00:42:41,689
TUPPER: (LAUGHS) Yeah...
1051
00:42:41,814 --> 00:42:43,065
I'm sure the FDA
would love that one.
1052
00:42:43,149 --> 00:42:44,400
This is a great campaign.
1053
00:42:45,234 --> 00:42:48,320
This campaign on the web would
get you more attention
1054
00:42:48,446 --> 00:42:49,488
than you ever knew
what to do with.
1055
00:42:49,572 --> 00:42:52,825
It could potentially turn off
some existing customers, no?
1056
00:42:53,325 --> 00:42:54,493
Maybe, I don't know.
1057
00:42:54,577 --> 00:42:56,912
I think you could be
a little more subtle
about it.
1058
00:42:56,996 --> 00:42:58,247
From a commercial
standpoint,
1059
00:42:58,330 --> 00:43:00,207
do you want us to
come up with
other concepts?
1060
00:43:00,291 --> 00:43:03,836
Wouldn't it be
interesting if we
took the Minute Maid example?
1061
00:43:03,919 --> 00:43:06,922
Their juice has
mainly apple juice.
1062
00:43:07,006 --> 00:43:12,845
Ours is 100% Pomegranate juice
and theirs is one-third of 1%.
1063
00:43:13,012 --> 00:43:14,638
Wow.
I wonder what you could do
1064
00:43:14,722 --> 00:43:18,350
with the content
Lynda presented
in an advertising campaign.
1065
00:43:18,434 --> 00:43:22,605
Yes. We would be
very happy if you could.
1066
00:43:22,813 --> 00:43:27,193
Okay. I'll go back to New York
and I'll get to
work on a new spot.
1067
00:43:27,359 --> 00:43:28,861
All right. Great!
Okay, great.
Thanks, guys.
1068
00:43:28,944 --> 00:43:29,987
Thanks for your time.
1069
00:43:35,743 --> 00:43:36,744
So,
1070
00:43:39,121 --> 00:43:42,625
just had every idea
that I went in to pitch
get shot down in the room.
1071
00:43:43,459 --> 00:43:45,753
One, after the other,
after the other.
1072
00:43:46,295 --> 00:43:50,299
And then had them basically
tell me what they
want me to pitch
1073
00:43:50,382 --> 00:43:55,262
which is basically
their own takedown piece
of every competitor they have.
1074
00:43:59,642 --> 00:44:03,646
See part of this...
Part of this movie is,
which is awesome,
1075
00:44:03,729 --> 00:44:06,315
is getting to see
the inner-workings
of all this stuff happening.
1076
00:44:06,857 --> 00:44:09,443
But the other part
of it, is like...
1077
00:44:12,988 --> 00:44:14,490
At what part...
1078
00:44:15,491 --> 00:44:18,494
At what part do I let myself
completely become a foil
1079
00:44:18,828 --> 00:44:22,832
to do everybody
else's bidding,
you know?
1080
00:44:50,192 --> 00:44:52,444
Is there such a thing
as truth in advertising?
1081
00:44:52,528 --> 00:44:53,612
Yes.
1082
00:44:53,737 --> 00:44:57,074
Advertisements
that say they're lying
are telling the truth.
1083
00:44:57,199 --> 00:45:00,244
What are some examples
of the most
egregious offenders
1084
00:45:00,327 --> 00:45:03,205
of commercials or
brands or products
that mislead you?
1085
00:45:03,289 --> 00:45:05,291
I have a lot
in my memory,
1086
00:45:05,374 --> 00:45:07,293
but I lather them
with amnesia
1087
00:45:07,376 --> 00:45:08,794
because they're
so disgusting.
1088
00:45:08,961 --> 00:45:11,255
Remember how we
talked about eating better?
1089
00:45:11,964 --> 00:45:14,466
Well, it starts today.
1090
00:45:16,260 --> 00:45:19,889
What's deceptive
about advertising is
the answer that it gives
1091
00:45:19,972 --> 00:45:21,348
to how we can be happy.
1092
00:45:21,807 --> 00:45:23,767
The answer that it gives
is that somehow,
1093
00:45:23,851 --> 00:45:27,771
products are connected
to our sense of well-being
1094
00:45:27,938 --> 00:45:29,231
and to our
sense of happiness.
1095
00:45:29,523 --> 00:45:32,484
And I think that is
kind of, the ultimate lie.
1096
00:45:32,568 --> 00:45:34,820
'Cause what makes us happy
is not the products.
1097
00:45:34,904 --> 00:45:38,574
What makes us happy
is what the products
are seen as a conduit to.
1098
00:45:38,741 --> 00:45:42,536
The whole spectacle
is constantly telling you
that you're nothing.
1099
00:45:42,620 --> 00:45:44,413
You're nothing.
You're inadequate.
1100
00:45:44,496 --> 00:45:47,708
You're a loser.
You're ugly.
You're stupid.
1101
00:45:47,875 --> 00:45:49,960
Unless you buy this thing.
1102
00:45:50,169 --> 00:45:52,212
Now, how long
does the feeling
of contentment
1103
00:45:52,296 --> 00:45:53,964
you're supposed to
get from that thing,
1104
00:45:54,048 --> 00:45:55,257
how long does
that really last,
1105
00:45:55,341 --> 00:45:57,092
assuming it even
happens at all?
1106
00:45:57,176 --> 00:45:59,261
It doesn't last.
There is no
such contentment.
1107
00:45:59,345 --> 00:46:02,514
You can't really be happy
1108
00:46:04,141 --> 00:46:06,477
because of some
purchase like that.
1109
00:46:06,560 --> 00:46:08,020
So advertising
tells us a great deal.
1110
00:46:08,103 --> 00:46:11,815
Advertising tells us
something very real
about where people are.
1111
00:46:12,441 --> 00:46:15,653
It's just that
it's been disconnected
from how to achieve it.
1112
00:46:30,042 --> 00:46:33,545
The truth in advertising
is a big thing
people keep talking about.
1113
00:46:33,671 --> 00:46:37,549
Is there truth in advertising?
Can we trust what the ads say?
1114
00:46:39,134 --> 00:46:41,553
Bigger thing is,
can you trust what
regular people say?
1115
00:46:42,346 --> 00:46:44,390
Take that fish right there.
1116
00:46:44,682 --> 00:46:47,184
That fish is Nemo 2.
1117
00:46:47,893 --> 00:46:52,439
Nemo 1 died in
a terrible drowning accident,
apparently, in his own bowl,
1118
00:46:52,606 --> 00:46:54,066
a few days ago.
1119
00:46:54,775 --> 00:46:57,152
So while my little boy
was still asleep,
I came downstairs,
1120
00:46:57,236 --> 00:46:59,822
fished him out,
flushed him down the toilet,
went to the pet store,
1121
00:46:59,905 --> 00:47:03,075
got another one as close to
the exact color
as I could recollect...
1122
00:47:03,534 --> 00:47:04,535
Nemo 2.
1123
00:47:05,244 --> 00:47:06,870
How long can I
keep this going
1124
00:47:06,954 --> 00:47:10,374
until my son actually realizes
that it's not the same Nemo?
1125
00:47:11,375 --> 00:47:12,376
I don't know.
1126
00:47:13,210 --> 00:47:14,962
Truth in advertising.
1127
00:47:17,464 --> 00:47:19,258
Is there truth
in advertising?
1128
00:47:20,801 --> 00:47:22,094
Yeah, I think
there's some.
1129
00:47:22,553 --> 00:47:26,765
Truth to me, honesty,
integrity, character.
Just be real about it.
1130
00:47:26,849 --> 00:47:28,392
No robbery without a gun.
1131
00:47:28,475 --> 00:47:30,686
There's some honest
advertising out there.
There is.
1132
00:47:30,769 --> 00:47:32,479
It does exist,
and that's cool.
1133
00:47:32,604 --> 00:47:34,815
But I just don't
like stuff that lies.
1134
00:47:34,982 --> 00:47:36,775
There is definitely
truth in advertising.
1135
00:47:37,067 --> 00:47:38,318
You just have to
gloss it a little bit
1136
00:47:38,444 --> 00:47:39,737
to make people
want to hear it.
1137
00:47:39,820 --> 00:47:42,990
When you read the labels,
the ingredients
labels on food products
1138
00:47:43,699 --> 00:47:47,077
and if you have any knowledge
of what the stuff
is that's in there,
1139
00:47:47,619 --> 00:47:48,620
it's shocking.
1140
00:47:48,704 --> 00:47:51,457
When you look
at a juice bottle
that says 100%,
1141
00:47:52,291 --> 00:47:53,292
100% what?
1142
00:47:53,459 --> 00:47:54,960
They think it's
100% real juice,
1143
00:47:55,044 --> 00:47:56,503
and it's not,
it's only 10% juice
1144
00:47:56,587 --> 00:47:57,921
and they buy it and
drink it and they think
1145
00:47:58,005 --> 00:47:59,339
they're drinking
something healthy,
1146
00:47:59,423 --> 00:48:00,966
but it's not.
That's offensive to me.
1147
00:48:01,258 --> 00:48:03,844
SPURLOCK: Check the label.
That's what they tell us to do
when we go shopping.
1148
00:48:03,969 --> 00:48:05,804
But how much of
what's on the label
can we really believe?
1149
00:48:05,929 --> 00:48:08,974
Take this juice.
Label has a giant picture
of a pomegranate on it,
1150
00:48:09,099 --> 00:48:12,478
blueberries front and center.
Must be filled with
all that good stuff, right?
1151
00:48:12,644 --> 00:48:13,645
Well, guess again.
1152
00:48:13,729 --> 00:48:15,689
99% of this juice
is apple and grape.
1153
00:48:15,814 --> 00:48:17,816
So how much
pomegranate and blueberry
is in it?
1154
00:48:17,900 --> 00:48:19,026
Less than 1%.
1155
00:48:19,109 --> 00:48:20,569
That's why I
drink POM Wonderful.
1156
00:48:20,652 --> 00:48:22,321
It's 100% pomegranate juice.
1157
00:48:22,446 --> 00:48:24,990
You'd have to
drink 90 of these,
that's 80,000 calories
1158
00:48:25,157 --> 00:48:27,993
to get the same
amount of pomegranate juice
that's in just one of these.
1159
00:48:28,077 --> 00:48:29,369
Check the label
on that one.
1160
00:48:29,453 --> 00:48:31,080
POM Wonderful. Get Real.
1161
00:48:43,509 --> 00:48:44,468
Hello sir. Good morning.
1162
00:48:44,551 --> 00:48:46,011
Welcome to Grand
Hyatt Hotel, Sao Paulo.
1163
00:48:46,136 --> 00:48:47,096
Thank you very much.
1164
00:48:47,179 --> 00:48:49,139
As a diamond member,
you have automatically
1165
00:48:49,223 --> 00:48:51,225
an upgrade to our
executive rooms.
1166
00:48:51,350 --> 00:48:54,561
After flying all night,
I'm ready for
a little sleepy time.
1167
00:49:01,652 --> 00:49:04,530
Sao Paulo is one of
the largest cities
in the Western Hemisphere.
1168
00:49:04,613 --> 00:49:06,615
And recently they've
done something radical.
1169
00:49:06,907 --> 00:49:09,868
Passing a bill outlawing
all outdoor advertising.
1170
00:49:10,077 --> 00:49:13,247
No billboards.
No banners, no posters.
Nothing.
1171
00:49:13,497 --> 00:49:15,999
Mayor Gilberto Kassab
passed the bill into law.
1172
00:49:16,125 --> 00:49:19,253
And Regina Monteiro,
the director
for urban planning of the city
1173
00:49:19,336 --> 00:49:21,588
was the one who originally
came up with the idea.
1174
00:49:21,672 --> 00:49:24,049
What was the inspiration
for the clean city law?
1175
00:49:24,508 --> 00:49:25,551
(IN PORTUGUESE)
1176
00:49:25,634 --> 00:49:30,889
People became
more and more aware
1177
00:49:30,973 --> 00:49:33,058
that the pollution
in Sao Paulo
1178
00:49:33,559 --> 00:49:35,394
was one of its main problems.
1179
00:49:36,145 --> 00:49:40,649
And by "pollution"
we not only mean air,
water, or sound,
1180
00:49:40,732 --> 00:49:41,900
but also visual pollution.
1181
00:49:42,151 --> 00:49:43,694
We could no
longer see the city.
1182
00:49:43,819 --> 00:49:45,737
We were just
reading and reading.
1183
00:49:45,946 --> 00:49:50,951
I try to do things
to change the city
1184
00:49:51,034 --> 00:49:54,037
so that Sao Paulo
can be seen in the world
1185
00:49:54,163 --> 00:49:58,083
as something different since
it does not have
natural beauty.
1186
00:49:58,250 --> 00:50:00,002
It needs something else
1187
00:50:00,836 --> 00:50:03,714
so that people
can sense it as
something special.
1188
00:50:03,922 --> 00:50:10,888
Research has shown
positive feedback
from 90% of the city.
1189
00:50:11,471 --> 00:50:12,472
Great.
1190
00:50:12,556 --> 00:50:13,557
Thank you very much.
1191
00:50:23,609 --> 00:50:25,152
So what was the city
like before the ban?
1192
00:50:25,360 --> 00:50:26,361
(IN PORTUGUESE)
1193
00:50:26,445 --> 00:50:29,865
There were billboards
all over the place.
1194
00:50:30,073 --> 00:50:31,950
It would make people confused.
1195
00:50:32,201 --> 00:50:37,289
The absence of outdoor
advertising has allowed us
to see more of nature.
1196
00:50:37,456 --> 00:50:39,625
Everything is much clearer.
1197
00:50:39,750 --> 00:50:46,632
We are now able to focus
on things that we
want to see and admire,
1198
00:50:47,132 --> 00:50:51,511
without having other
strong images deviating
our focus all the time.
1199
00:50:51,678 --> 00:50:54,389
So this is
the biggest shopping street
in the middle of Sao Paulo.
1200
00:50:54,598 --> 00:50:57,059
The question is, if suddenly
all the advertising goes away,
1201
00:50:57,142 --> 00:50:58,352
how has their
business been affected?
1202
00:50:58,518 --> 00:51:00,687
So, we're gonna find out
from some of these
shop-owners what's up.
1203
00:51:03,482 --> 00:51:06,026
So how do people
know about your business
if you don't advertise?
1204
00:51:07,027 --> 00:51:09,988
Well, by Internet,
by mouth to mouth.
1205
00:51:10,155 --> 00:51:11,490
Is there such a...
Yeah.
1206
00:51:11,573 --> 00:51:13,075
Word of mouth?
Yeah.
1207
00:51:13,492 --> 00:51:14,534
Word of mouth?
1208
00:51:14,618 --> 00:51:15,661
Word of mouth.
Yeah, that's it.
1209
00:51:16,536 --> 00:51:18,580
Did the way
you advertise to
get customers
1210
00:51:18,664 --> 00:51:20,666
change from
before the ban to now?
1211
00:51:21,041 --> 00:51:22,084
(IN PORTUGUESE)
1212
00:51:22,167 --> 00:51:25,003
You have to change
the whole structure
of the business.
1213
00:51:25,254 --> 00:51:28,507
Today we work
instead of investing
in advertising,
1214
00:51:28,799 --> 00:51:30,759
to have something that
attracts the customer.
1215
00:51:31,218 --> 00:51:33,387
Our job is to
look for referrals.
1216
00:51:36,181 --> 00:51:39,017
Not one ad on that taxi.
Did you see that?
1217
00:51:39,893 --> 00:51:42,437
No ads on the taxis.
No ads on the buses.
1218
00:51:42,521 --> 00:51:44,189
There's no ads
on the buildings.
1219
00:51:45,190 --> 00:51:46,400
It's amazing.
1220
00:51:48,694 --> 00:51:51,154
You might not need
traditional advertising
in Sao Paulo
1221
00:51:51,238 --> 00:51:55,867
but in this country,
I still need to generate
600 million media impressions.
1222
00:51:55,951 --> 00:51:57,953
To achieve that
my movie's going to need
1223
00:51:58,036 --> 00:52:00,038
one pretty
inspired ad campaign.
1224
00:52:01,415 --> 00:52:03,583
Tony Seiniger is
a Hollywood legend,
1225
00:52:03,667 --> 00:52:05,919
having pretty much
invented the blockbuster.
1226
00:52:08,213 --> 00:52:12,050
And Peter Bemis is responsible
for some of the most iconic
movie posters today.
1227
00:52:12,467 --> 00:52:15,053
If anyone can give me
some of that
Hollywood marketing magic,
1228
00:52:15,345 --> 00:52:16,471
it's these guys.
1229
00:52:16,680 --> 00:52:21,560
Being of
a certain age, I remember
The Greatest Story Ever Told,
1230
00:52:21,685 --> 00:52:24,187
the story of Jesus.
1231
00:52:24,730 --> 00:52:26,773
When was that movie made,
mid-60s, right?
Yeah.
1232
00:52:26,857 --> 00:52:29,735
The first exercise I
went through mentally
and creatively,
1233
00:52:29,818 --> 00:52:33,488
was to go and do
religious take-offs, right?
1234
00:52:33,572 --> 00:52:37,576
Which, I think,
the blasphemy at least gets
you some ink, okay?
1235
00:52:37,868 --> 00:52:40,412
The first comp
1236
00:52:40,829 --> 00:52:43,248
will be you, Morgan.
1237
00:52:43,332 --> 00:52:44,958
(PEOPLE LAUGHING)
1238
00:52:45,250 --> 00:52:46,960
Only you.
1239
00:52:49,671 --> 00:52:52,341
I've always wanted
to rip this off.
1240
00:52:52,424 --> 00:52:54,134
He's always wanted to
rip off The Last Supper.
1241
00:52:54,217 --> 00:52:56,136
Rip off The Last Supper,
all right?
1242
00:52:56,386 --> 00:52:57,763
So I figure...
1243
00:52:58,513 --> 00:53:02,976
This would be you
and you've just got a big...
1244
00:53:03,060 --> 00:53:04,353
That's pretty fantastic.
1245
00:53:04,436 --> 00:53:05,562
SEINIGER:
There you are,
you're like this.
1246
00:53:06,104 --> 00:53:09,816
You put everybody
who was iconographic
of commercialism
1247
00:53:09,941 --> 00:53:12,027
as the disciples
coming in on you.
1248
00:53:12,110 --> 00:53:13,487
So, it's like the Oscar.
1249
00:53:13,570 --> 00:53:14,571
Yeah.
1250
00:53:14,654 --> 00:53:17,032
And in fact,
your legs would be posed,
1251
00:53:17,324 --> 00:53:20,619
but not so close that
my friends at the Academy
would sue us all.
1252
00:53:21,078 --> 00:53:22,871
This is you,
carrying the cross
1253
00:53:22,954 --> 00:53:25,082
that is covered with
stickers like a NASCAR.
1254
00:53:25,207 --> 00:53:26,208
(SPURLOCK LAUGHING)
1255
00:53:26,291 --> 00:53:27,626
That's as sick
as it gets.
1256
00:53:27,918 --> 00:53:31,421
Let's start with these six
and we'll trim from there.
1257
00:53:31,546 --> 00:53:33,131
Good, okay.
In terms of
title treatments,
1258
00:53:33,298 --> 00:53:35,133
these are both
good ways to go.
Yes.
1259
00:53:36,009 --> 00:53:37,260
You should think about it,
1260
00:53:37,344 --> 00:53:39,388
talk about it
and then we'll all talk.
1261
00:53:39,471 --> 00:53:40,847
These should be
underground, right?
1262
00:53:40,931 --> 00:53:41,890
That's a great...
1263
00:53:41,973 --> 00:53:43,642
You're talking about
wild posting, right?
Yeah.
1264
00:53:43,725 --> 00:53:44,768
Wild post these.
1265
00:53:44,851 --> 00:53:45,894
Yeah, exactly.
1266
00:53:45,977 --> 00:53:48,772
You put those up in New York.
Like real street art,
you know?
1267
00:53:48,855 --> 00:53:50,107
A studio would go, "No...way."
1268
00:53:50,190 --> 00:53:51,233
I'm not touching them.
1269
00:53:51,316 --> 00:53:53,568
I'm not going
anywhere near that.
1270
00:53:53,652 --> 00:53:57,489
I think everything
is so spot on.
It's awesome.
1271
00:53:57,614 --> 00:53:58,657
Amazing.
1272
00:53:58,824 --> 00:53:59,866
What a great client.
1273
00:53:59,950 --> 00:54:01,034
Thank you.
All right.
1274
00:54:01,118 --> 00:54:03,203
SPURLOCK:
As important and great
as an iconic poster is,
1275
00:54:03,328 --> 00:54:06,415
what's even more
vital to a film's success
is its trailer.
1276
00:54:06,957 --> 00:54:09,000
Using a new technique
called neuromarketing,
1277
00:54:09,167 --> 00:54:11,420
Martin Lindstrom believes
he's unlocked the secret
1278
00:54:11,545 --> 00:54:13,964
to creating
a memorable one
each time.
1279
00:54:14,047 --> 00:54:17,092
Trailers are now
more and more produced
1280
00:54:17,175 --> 00:54:19,428
in Los Angeles
based on neuromarketing.
1281
00:54:19,719 --> 00:54:23,515
A trailer is
deadly important for
the survival of your movie.
1282
00:54:23,598 --> 00:54:26,560
Now what do you do
to create the best scene?
1283
00:54:26,852 --> 00:54:29,813
What you have to find out
is when is the emotional peak.
1284
00:54:30,105 --> 00:54:31,356
The highs and the lows.
1285
00:54:31,481 --> 00:54:33,108
How do you create
such an engaging story
1286
00:54:33,191 --> 00:54:34,734
that people just
have to see it.
1287
00:54:35,152 --> 00:54:36,653
And that's exactly
what's happening now.
1288
00:54:36,862 --> 00:54:40,449
So they're typically testing
five different trailers
for each of the movies,
1289
00:54:40,615 --> 00:54:42,451
the larger movies,
and figuring out
1290
00:54:42,534 --> 00:54:44,286
which one is the most
emotionally engaging,
1291
00:54:44,369 --> 00:54:46,455
which one is
creating the most curiosity,
1292
00:54:46,538 --> 00:54:48,373
if it's a science
fiction movie,
1293
00:54:48,457 --> 00:54:51,084
which one is creating
the most fear,
and so forth.
1294
00:54:51,209 --> 00:54:54,463
Is this whole thing,
because it sounds a bit crazy,
1295
00:54:54,546 --> 00:54:57,090
but is neuromarketing evil?
1296
00:54:57,299 --> 00:54:58,550
It's like anything else.
1297
00:54:58,633 --> 00:55:00,635
At the end of the day,
there will be
people abusing it.
1298
00:55:00,719 --> 00:55:02,637
Which is the reason
why it's fantastic
1299
00:55:02,721 --> 00:55:04,556
that you now dare
to go through it
1300
00:55:04,639 --> 00:55:07,184
and experiment like this
to show what really goes on.
1301
00:55:07,809 --> 00:55:09,561
SPURLOCK: To show how
successful his technique is
1302
00:55:09,728 --> 00:55:12,230
Martin is putting me through
a typical neuromarketing test,
1303
00:55:12,522 --> 00:55:15,734
strapping me down to an MRI
and blasting my head
with commercials.
1304
00:55:16,026 --> 00:55:17,861
Remember that scene in
A Clockwork Orange?
1305
00:55:18,028 --> 00:55:19,196
It's kind of like that.
1306
00:55:23,283 --> 00:55:25,744
LINDSTROM: There is
three things we're going to
look at right now.
1307
00:55:25,827 --> 00:55:27,245
One is fear.
1308
00:55:28,371 --> 00:55:29,831
One is craving.
1309
00:55:30,499 --> 00:55:31,833
And one is sex.
1310
00:55:31,917 --> 00:55:33,668
Fear, craving, sex.
1311
00:55:33,752 --> 00:55:35,086
Fear, craving, sex.
1312
00:55:35,170 --> 00:55:37,422
Fear, craving.
Fear, craving, sex.
Fear, craving, sex.
1313
00:55:37,506 --> 00:55:40,091
Fear, craving.
Fear, craving, sex.
Fear, craving, sex.
1314
00:55:45,972 --> 00:55:48,225
You may be dizzy,
so just sit for a minute,
okay?
1315
00:55:48,600 --> 00:55:49,726
(GROANS) Oh!
1316
00:55:50,310 --> 00:55:51,436
Phew!
1317
00:55:51,520 --> 00:55:54,272
Like, in between
each one of the breaks,
I would doze off
1318
00:55:54,397 --> 00:55:56,858
and literally, I would dream,
like in a commercial.
1319
00:55:57,776 --> 00:56:01,029
Like, the dreams
would play out almost
in a 30 second commercial.
1320
00:56:01,112 --> 00:56:02,322
It was kind of weird.
1321
00:56:02,405 --> 00:56:03,406
This is my brain?
This is your brain.
1322
00:56:03,448 --> 00:56:05,075
This is my brain
on commercials.
Right.
1323
00:56:05,200 --> 00:56:09,287
Let's take a look
at the results.
This is your brain.
1324
00:56:09,371 --> 00:56:12,874
There's an amazing amount
of brain activity going on.
1325
00:56:12,958 --> 00:56:16,878
Did you feel like you wanted
to have a Coke after
the scanning session?
1326
00:56:17,087 --> 00:56:19,172
I would have liked
to have had a Coke
after the scanning session.
1327
00:56:19,256 --> 00:56:22,050
Because I remember,
you actually said that
as you left the studio
1328
00:56:22,133 --> 00:56:24,636
and I want to tell you why.
Take a look at this.
1329
00:56:24,803 --> 00:56:26,012
Okay.
1330
00:56:26,137 --> 00:56:27,347
Basically,
the red/yellow area
1331
00:56:27,430 --> 00:56:29,057
shows that you
are highly engaged
1332
00:56:29,140 --> 00:56:30,725
and there's a lot
of activity going on.
1333
00:56:30,934 --> 00:56:33,562
And not only that, we can
see you so emotionally engaged
1334
00:56:33,937 --> 00:56:35,480
that something
else is happening.
1335
00:56:35,730 --> 00:56:37,107
The amygdala was
also activated.
1336
00:56:37,190 --> 00:56:40,318
This is actually
an area responsible
for two activities.
1337
00:56:40,443 --> 00:56:42,737
One is fear
and the other one
is the release
1338
00:56:42,821 --> 00:56:45,031
of a neuro-transmitter
called Dopamine.
1339
00:56:45,198 --> 00:56:46,199
And guess what?
1340
00:56:46,283 --> 00:56:48,743
You got a release of Dopamine
when you saw the Coca-Cola ad.
1341
00:56:48,910 --> 00:56:50,203
You actually
wanted to have it.
1342
00:56:50,412 --> 00:56:51,580
This is addiction.
1343
00:56:51,663 --> 00:56:53,832
This is not anything else.
This is addiction.
1344
00:56:54,374 --> 00:56:58,003
And this is really
the reason why neuromarketing
is happening now
1345
00:56:58,587 --> 00:57:00,589
because there's no way
you could explain that to me
1346
00:57:01,339 --> 00:57:03,633
when I was interviewing
just after watching
the commercial, right?
1347
00:57:03,842 --> 00:57:05,343
Yeah, no way.
1348
00:57:05,927 --> 00:57:07,512
Do you think that
by doing stuff like this
1349
00:57:07,596 --> 00:57:09,055
you're manipulating consumers
to make a choice?
1350
00:57:09,139 --> 00:57:13,143
Let's get one thing right,
advertising, as a concept,
is manipulation.
1351
00:57:13,560 --> 00:57:16,271
But don't be fooled,
because if you go
into a retail store
1352
00:57:16,354 --> 00:57:19,899
and you think you're safe,
that's the point
where you're most volatile,
1353
00:57:19,983 --> 00:57:22,694
or you're the most vulnerable
in the whole process.
1354
00:57:24,529 --> 00:57:25,530
(EXHALES)
1355
00:57:25,697 --> 00:57:28,325
Where should I be able to go
where I don't see
one bit of advertising?
1356
00:57:29,034 --> 00:57:30,327
To sleep.
1357
00:57:30,577 --> 00:57:32,120
That's what
it's coming down to.
1358
00:57:32,203 --> 00:57:34,080
It affords no limits.
1359
00:57:34,372 --> 00:57:36,207
And that's the nature
of the commercial instinct.
1360
00:57:36,291 --> 00:57:38,043
It doesn't know boundaries.
It doesn't know limits.
1361
00:57:38,126 --> 00:57:40,462
It goes into areas
that should be taboo
1362
00:57:40,545 --> 00:57:42,255
like commercializing
childhood.
1363
00:57:42,339 --> 00:57:44,090
Corporations are
raising our children.
1364
00:57:44,424 --> 00:57:49,763
McDonalds feeds them.
And Disney and Time Warner
entertains them.
1365
00:57:50,055 --> 00:57:52,140
So, that's
becoming a world,
1366
00:57:52,307 --> 00:57:57,270
which is designed to create
conditioned responses
just like Pavlov's dog.
1367
00:57:57,562 --> 00:58:01,858
We're told that what makes
children happy are the things
that corporations sell.
1368
00:58:02,150 --> 00:58:05,320
And if we immerse
kids in that from birth,
1369
00:58:05,403 --> 00:58:07,447
then it becomes
what makes them happy.
1370
00:58:07,614 --> 00:58:12,118
And it's not
good enough to say,
1371
00:58:12,327 --> 00:58:15,205
"Pick up a stick and make it
into a Harry Potter wand."
1372
00:58:15,288 --> 00:58:18,249
You have to have
the "real wand."
1373
00:58:18,416 --> 00:58:20,794
From a young age,
you're buying
into this identity,
1374
00:58:20,877 --> 00:58:22,837
"This stuff
makes me who I am."
1375
00:58:22,921 --> 00:58:25,590
Right. And what that does
is take away
from creative play.
1376
00:58:25,799 --> 00:58:28,176
Kids are
learning about the world
1377
00:58:28,259 --> 00:58:30,595
based on what's
best for corporations
1378
00:58:30,720 --> 00:58:32,097
and they can't
be objective.
1379
00:58:35,016 --> 00:58:37,769
Now Boarding:
Flight 755 To Aruba.
1380
00:58:39,938 --> 00:58:41,606
Whoa!
Look at all the space!
1381
00:58:41,731 --> 00:58:43,733
BOY: I've never had
so much legroom!
1382
00:58:44,025 --> 00:58:45,360
Arr! Lookie here!
1383
00:58:45,443 --> 00:58:47,195
There's a TV
in every seat!
1384
00:58:47,362 --> 00:58:48,780
(MIMICS BEEPING)
1385
00:58:49,072 --> 00:58:50,782
I'm hungry.
I want something to eat.
1386
00:58:50,949 --> 00:58:52,617
Here's some
free yummy snacks!
1387
00:58:52,701 --> 00:58:54,661
Yummy!
Yum, yum, yum, yum!
1388
00:58:54,744 --> 00:58:56,079
What a nice lady.
1389
00:58:56,538 --> 00:58:58,373
Flight attendants,
prepare for takeoff.
1390
00:58:58,540 --> 00:59:00,458
(MIMICKING
PLANE ENGINE ROARING)
1391
00:59:03,670 --> 00:59:06,131
Prince Dastan,
have you wondered...
1392
00:59:06,965 --> 00:59:09,801
SPURLOCK: It's almost
impossible for a film
to become a blockbuster
1393
00:59:09,926 --> 00:59:11,219
without reaching kids.
1394
00:59:11,428 --> 00:59:13,179
Specifically high-school kids.
1395
00:59:13,304 --> 00:59:16,975
And in 1989 one of
the last barriers
to that audience was broken.
1396
00:59:17,600 --> 00:59:21,187
For the past 20 years,
Channel One has been piping
their news broadcasts
1397
00:59:21,271 --> 00:59:23,773
into more than 8,000 schools
all across the country.
1398
00:59:24,190 --> 00:59:26,735
First up today,
the topic of bullying.
1399
00:59:26,818 --> 00:59:29,904
In exchange for
providing free televisions
for each of the classrooms,
1400
00:59:30,155 --> 00:59:31,990
Channel One shows
their broadcasts
1401
00:59:32,157 --> 00:59:33,992
for 12 minutes
a day every school day
1402
00:59:34,159 --> 00:59:37,704
and reaches 6 million of
one of the nation's most
coveted demographics.
1403
00:59:38,329 --> 00:59:41,166
And because of that,
Channel One gets
to charge a premium.
1404
00:59:41,541 --> 00:59:45,712
Each 30 second TV spot
can cost upwards of $200,000.
1405
00:59:45,962 --> 00:59:48,089
As much as
a primetime TV show.
1406
00:59:48,298 --> 00:59:49,966
SPURLOCK: Why do you think
there are commercials
in there?
1407
00:59:50,049 --> 00:59:54,345
All of the commercials are
so like, of course they
would do them for teens.
1408
00:59:54,596 --> 00:59:57,015
Thank you so much for
that acne commercial
1409
00:59:57,557 --> 00:59:58,558
I don't mind it,
1410
00:59:58,641 --> 00:59:59,893
because they're just
pounding information
1411
00:59:59,976 --> 01:00:02,103
into you the whole time,
the whole news broadcast
1412
01:00:02,353 --> 01:00:03,313
so that's
like a break, turn,
1413
01:00:03,396 --> 01:00:04,522
talk to your friend
for a little bit.
1414
01:00:04,689 --> 01:00:07,400
Like, we're here to learn,
not to buy, in my opinion.
1415
01:00:07,609 --> 01:00:10,612
Some writer during
the late 1800s said
1416
01:00:10,695 --> 01:00:14,032
that schools should teach you
how to think,
not what to think.
1417
01:00:14,115 --> 01:00:17,744
But I think that advertising
is really trying to
tell you what to think,
1418
01:00:17,869 --> 01:00:20,205
and so I don't
think that should be
in a school environment.
1419
01:00:20,538 --> 01:00:23,875
I feel like the amount
of advertisement that we
already have is enough,
1420
01:00:24,083 --> 01:00:26,336
so if you added any more,
it would just be ridiculous.
1421
01:00:26,419 --> 01:00:29,547
I don't want to
have our school name
changed to "Red Bull High."
1422
01:00:30,048 --> 01:00:32,091
SPURLOCK:
Sure, who'd wanna go
to Red Bull High?
1423
01:00:32,217 --> 01:00:35,762
But The Greatest
Movie Ever Sold High?
That sounds like a winner.
1424
01:00:36,095 --> 01:00:37,764
You see,
these days,
every major brand
1425
01:00:37,847 --> 01:00:40,141
is dying to get their name
on a building or a stadium.
1426
01:00:40,517 --> 01:00:42,310
And I may not be able
to afford a stadium,
1427
01:00:42,477 --> 01:00:45,188
but in the cash-strapped
school district
of Broward County,
1428
01:00:45,438 --> 01:00:47,440
I may have found
the next best thing.
1429
01:00:47,732 --> 01:00:50,527
I've been in my job
for 12 years.
1430
01:00:50,610 --> 01:00:54,239
And I swear,
eight of those 12 years,
we've sat down every year
1431
01:00:54,322 --> 01:00:55,907
and said,
"Okay, what are we
cutting this year?"
1432
01:00:55,990 --> 01:01:00,078
Our school board is looking
at every way to cut costs
1433
01:01:00,703 --> 01:01:03,498
that doesn't affect
the classroom as they can.
1434
01:01:03,581 --> 01:01:05,416
And, you know,
it's very hard.
1435
01:01:05,542 --> 01:01:07,627
I feel bad for
what they have to
1436
01:01:07,710 --> 01:01:10,296
sit there and try and
figure out what to cut
1437
01:01:10,463 --> 01:01:11,923
because you can't
make everybody happy.
1438
01:01:12,090 --> 01:01:14,217
We're not allowed to do
the outside of school buses.
1439
01:01:14,926 --> 01:01:17,762
We were looking at providing
1440
01:01:17,929 --> 01:01:22,892
all of our work vehicles
with the possibility of
putting advertising on them.
1441
01:01:22,976 --> 01:01:26,145
What's been the reasoning
for not wanting to have it
on the outsides of buses?
1442
01:01:26,354 --> 01:01:29,482
That's a state law.
We would love to have it
on the outside of buses,
1443
01:01:29,566 --> 01:01:32,527
but it's the state of Florida
that has said "No."
1444
01:01:32,819 --> 01:01:34,529
It seems like with
the school bus
advertising,
1445
01:01:34,612 --> 01:01:37,115
you'd have to advertise
on a ton of school buses.
1446
01:01:37,490 --> 01:01:39,158
Otherwise you're hitting
the same kids every day.
1447
01:01:39,242 --> 01:01:40,869
It has to be a message.
Right.
1448
01:01:40,952 --> 01:01:44,247
Right, because
like a community college,
it's great, go to college.
1449
01:01:44,330 --> 01:01:46,791
Right. They still do
not want to do product.
1450
01:01:47,083 --> 01:01:49,002
Would it be more lucrative
if it was products?
1451
01:01:49,085 --> 01:01:53,089
If they could do
their 69 cent whatever
in a school bus...
1452
01:01:53,256 --> 01:01:54,215
Yeah, yeah.
1453
01:01:54,299 --> 01:01:55,341
(LAUGHING)
1454
01:01:55,425 --> 01:01:57,510
But then, you're gonna
deal with the health issues.
1455
01:01:57,594 --> 01:02:00,305
And with
the parents that are upset
that you're advertising...
1456
01:02:00,430 --> 01:02:02,307
Fast food.
...that stuff
to their kids
1457
01:02:02,390 --> 01:02:03,433
when they're captive
on a school bus.
1458
01:02:03,516 --> 01:02:04,559
Yeah.
1459
01:02:04,642 --> 01:02:06,895
Now, Tallahassee is
cutting and cutting
and cutting,
1460
01:02:06,978 --> 01:02:08,688
but you need to
implement this program,
1461
01:02:08,771 --> 01:02:10,440
but we're not giving
you any funding to do it.
1462
01:02:10,523 --> 01:02:12,400
This is a law firm.
Yeah.
1463
01:02:13,610 --> 01:02:15,236
Met-Rx.
Orthodontics.
1464
01:02:15,737 --> 01:02:16,738
Orthodontist.
1465
01:02:16,821 --> 01:02:18,531
Very applicable to
high school kids.
1466
01:02:18,615 --> 01:02:21,284
"Call us to place
your business name here
for advertising."
1467
01:02:21,534 --> 01:02:23,828
That would be
my number.
1468
01:02:23,995 --> 01:02:25,288
(BOTH LAUGHING)
1469
01:02:25,413 --> 01:02:28,333
That's pretty much it.
We had some other ones up...
1470
01:02:29,208 --> 01:02:32,003
The banner contract
is a year.
1471
01:02:32,295 --> 01:02:34,047
I love that it's
a high school where I can
1472
01:02:34,130 --> 01:02:36,549
go get the home of
the two-for-one tattoo.
1473
01:02:37,342 --> 01:02:41,304
Well, (CLEARS THROAT)
I am not sure about that one.
1474
01:02:41,387 --> 01:02:42,597
(BOTH LAUGHING)
1475
01:02:42,722 --> 01:02:44,432
This is truly advertising.
1476
01:02:44,849 --> 01:02:46,309
Someone looks at this
and they go
1477
01:02:46,392 --> 01:02:47,769
"Oh yeah,
I saw these guys
on the bus."
1478
01:02:47,852 --> 01:02:50,480
With all the banners
that are around here and on
the inside of the stadium,
1479
01:02:50,563 --> 01:02:52,065
how much revenue
does that generate a year?
1480
01:02:52,148 --> 01:02:56,194
Probably under
five-seven thousand dollars.
1481
01:02:56,361 --> 01:02:59,614
I think I'm gonna
have to come back
and get a banner.
1482
01:03:00,073 --> 01:03:01,950
All right, yeah, a couple!
On the fence line?
1483
01:03:02,033 --> 01:03:04,786
That's a deal,
we're gonna shake
on that right now.
1484
01:03:04,869 --> 01:03:05,912
All right.
It's a deal.
1485
01:03:05,995 --> 01:03:07,205
Good. Who do I
send the contract to?
1486
01:03:09,457 --> 01:03:11,209
Maybe this is as
big as the wrap gets.
1487
01:03:11,292 --> 01:03:12,627
That's still pretty big.
Yeah.
1488
01:03:13,127 --> 01:03:15,380
Really, so that's
only 75 bucks a month?
1489
01:03:16,047 --> 01:03:18,716
Why do you
think so many people
are against advertising
1490
01:03:18,883 --> 01:03:20,593
in school districts
and in high schools
1491
01:03:20,677 --> 01:03:22,345
and juniors highs,
elementary schools?
1492
01:03:22,553 --> 01:03:24,055
Well, because
school is sacred.
1493
01:03:24,180 --> 01:03:25,682
And school is
meant for learning.
1494
01:03:26,766 --> 01:03:29,394
But when you're in a school
and your budgets
are being cut...
1495
01:03:29,477 --> 01:03:31,813
Right. How are you
going to make ends meet
1496
01:03:32,063 --> 01:03:34,148
without letting people go
or cutting programs.
1497
01:03:34,232 --> 01:03:35,733
You gotta be creative.
Yeah.
1498
01:03:37,318 --> 01:03:38,403
Right there.
Yeah, right there.
1499
01:03:38,528 --> 01:03:40,071
As low as $75 a month.
1500
01:03:40,238 --> 01:03:42,407
I think it's a really
great way to advertise.
1501
01:03:42,490 --> 01:03:43,491
I love it.
1502
01:03:43,574 --> 01:03:44,993
Yeah.
Great. Done.
1503
01:03:45,243 --> 01:03:47,120
Look at that,
you're two for two.
1504
01:03:47,203 --> 01:03:49,038
We're doing great.
We're doing great.
1505
01:03:49,122 --> 01:03:50,123
We're on a roll now.
1506
01:03:50,206 --> 01:03:51,791
Now if I can
just convince them
to name our building.
1507
01:03:51,916 --> 01:03:54,085
Oh, the building would be
the best thing ever.
(LAUGHING)
1508
01:03:54,460 --> 01:03:55,461
We're gonna work
on that next.
1509
01:03:55,545 --> 01:03:56,546
We're really
gonna work on that.
1510
01:03:56,629 --> 01:03:57,630
Yeah.
1511
01:04:02,135 --> 01:04:05,430
So I'm David Laks
and I work with Morgan's team
1512
01:04:05,513 --> 01:04:09,308
and my role here
is to help
facilitate interaction
1513
01:04:09,392 --> 01:04:10,560
between the sponsors
1514
01:04:11,102 --> 01:04:13,479
and all the people
involved in helping
1515
01:04:13,563 --> 01:04:15,314
to promote
The Greatest Movie Ever Sold.
1516
01:04:17,358 --> 01:04:18,943
This is what we're doing.
1517
01:04:19,610 --> 01:04:20,695
This whole thing's
a bit layered,
1518
01:04:20,778 --> 01:04:23,281
because we're selling
The Greatest Movie Ever Sold,
1519
01:04:24,949 --> 01:04:26,200
but The Greatest
Movie Ever Sold
1520
01:04:26,284 --> 01:04:27,452
will be selling
all your products.
1521
01:04:27,618 --> 01:04:31,956
What's good for you
is good for the movie,
good for Morgan, good for us.
1522
01:04:32,290 --> 01:04:33,791
It's all great.
1523
01:04:34,542 --> 01:04:36,335
Okay, so we set ourselves
some objectives.
1524
01:04:36,461 --> 01:04:38,129
They shouldn't be
too contentious.
1525
01:04:38,296 --> 01:04:39,964
They begin fairly robustly,
I think.
1526
01:04:40,548 --> 01:04:42,800
Build buzz, for the purpose
of selling tickets.
1527
01:04:43,009 --> 01:04:45,136
The audience is
no longer an audience.
1528
01:04:45,219 --> 01:04:48,806
It's a partner in
whatever communication
you choose to create.
1529
01:04:49,098 --> 01:04:51,517
The first two weeks
in a movie are crucial.
1530
01:04:51,976 --> 01:04:53,186
There's a lot of
reasons for this.
1531
01:04:53,728 --> 01:04:56,147
There's just more movies,
there's more content
1532
01:04:56,230 --> 01:04:57,982
there's more things
in the world now,
1533
01:04:58,066 --> 01:05:00,860
so the cultural decay rate
of ideas is much, much faster.
1534
01:05:01,152 --> 01:05:02,987
So one of the lines
we discussed
1535
01:05:03,988 --> 01:05:07,658
the very first time we met
with Morgan and the team
was "Don't sell out, sell up!"
1536
01:05:08,076 --> 01:05:09,410
I kind of like that.
Sounds good,
1537
01:05:09,494 --> 01:05:10,745
not sure what it meant,
but I liked it.
1538
01:05:10,828 --> 01:05:13,289
We wanted to extend that
kind of meta-narrative
1539
01:05:13,372 --> 01:05:15,666
down to
the audience themselves
and make them involved
1540
01:05:15,875 --> 01:05:17,376
in the construction
of the marketing.
1541
01:05:17,585 --> 01:05:19,087
There's a hope
that when you sit down
1542
01:05:19,170 --> 01:05:20,671
in a theater
to watch the movie,
1543
01:05:21,172 --> 01:05:25,510
you will see and
understand the flip-side
of everything we did
1544
01:05:25,635 --> 01:05:27,804
to get you there
because you would have
been involved with it
1545
01:05:27,887 --> 01:05:29,097
in some capacity.
1546
01:05:29,889 --> 01:05:33,059
Hopefully making
the whole experience
kind of, pleasingly circular.
1547
01:05:33,893 --> 01:05:35,603
Well, we wanted to
either name a building
1548
01:05:35,686 --> 01:05:40,274
or we saw the mural
she wanted to paint on
the back court of her school
1549
01:05:40,358 --> 01:05:41,984
which, to paint a mural there
would be fantastic.
1550
01:05:42,110 --> 01:05:44,112
The banners that
she has are amazing.
1551
01:05:44,862 --> 01:05:47,406
I told him my
school is for sale.
1552
01:05:47,532 --> 01:05:48,741
(ALL LAUGHING)
1553
01:05:48,866 --> 01:05:50,201
And that's her
district by the way.
1554
01:05:53,746 --> 01:05:57,250
We love the idea
of the Board of Ed,
wrapping something here.
1555
01:05:57,333 --> 01:05:58,835
It's just,
we're open to anything.
1556
01:05:58,918 --> 01:06:03,047
We have 12 sponsors,
and if we average
out all the sponsors
1557
01:06:03,131 --> 01:06:06,551
and say, "Well,
boy, each of our sponsors
reaches 15 million people"'
1558
01:06:07,635 --> 01:06:11,222
that is a lot of people
to reach with one
viral promotion.
1559
01:06:12,223 --> 01:06:14,267
Since we do have
a television station,
1560
01:06:14,350 --> 01:06:18,146
since I'm gonna have to
pitch our education
television station
1561
01:06:18,271 --> 01:06:22,275
which represents
a wonderful opportunity
for the film to co-brand,
1562
01:06:22,358 --> 01:06:24,402
we could maybe do
a student film festival...
1563
01:06:25,194 --> 01:06:26,821
WOMAN: Ooh!
A student film festival!
A student film...
1564
01:06:26,904 --> 01:06:29,157
I thought about that idea
on the way to the meeting
1565
01:06:29,240 --> 01:06:32,869
so that could be
a way to integrate and
to co-brand the film
1566
01:06:32,952 --> 01:06:35,830
with our school system.
1567
01:06:36,414 --> 01:06:40,168
So, we're putting a sticker
on our best selling pizzas
1568
01:06:41,252 --> 01:06:44,505
and that's gonna
be a drive-to-web,
that'll be our micro-site
1569
01:06:44,589 --> 01:06:49,635
and we'll link up
to the movietickets.com site
and whatever else works out.
1570
01:06:49,760 --> 01:06:51,345
And we're gonna have
1571
01:06:51,429 --> 01:06:53,055
a portion of the proceeds
1572
01:06:53,139 --> 01:06:54,140
of the sales of the pizzas
1573
01:06:54,223 --> 01:06:58,269
gonna go to feeding
people at a food bank.
1574
01:06:58,603 --> 01:07:02,106
It's really up to you.
If you wanna do
exposure on a building
1575
01:07:02,190 --> 01:07:04,233
which then locks
you into that...
1576
01:07:04,317 --> 01:07:05,568
SPURLOCK: I think
a building is one thing.
1577
01:07:05,651 --> 01:07:06,694
Okay.
1578
01:07:06,777 --> 01:07:07,945
To do a building
would be great.
1579
01:07:08,237 --> 01:07:11,699
To do, you know,
a mural and some banners
would be fantastic.
1580
01:07:11,782 --> 01:07:13,242
To do the film festival
would be amazing.
1581
01:07:13,993 --> 01:07:15,995
Morgan did film
a video for us.
1582
01:07:16,078 --> 01:07:17,538
For everyone who
has flown JetBlue,
1583
01:07:17,622 --> 01:07:19,207
you know that we
have individual TVs
1584
01:07:19,290 --> 01:07:22,793
in each seat-back,
so we will run
the welcome video,
1585
01:07:22,877 --> 01:07:26,422
I believe it's
four to six weeks
leading up to the premiere.
1586
01:07:26,505 --> 01:07:28,883
How did you get financing
for the production?
1587
01:07:28,966 --> 01:07:30,551
It's being paid for
by the companies.
1588
01:07:30,635 --> 01:07:32,178
It's being paid for
by sponsors.
1589
01:07:32,345 --> 01:07:33,554
Oh! Excellent!
1590
01:07:33,638 --> 01:07:34,764
Yeah. Yeah.
1591
01:07:35,056 --> 01:07:37,058
Can you turn us over
your sponsor list?
1592
01:07:37,350 --> 01:07:38,559
(ALL LAUGHING)
1593
01:07:39,769 --> 01:07:41,270
Maybe after the movie opens
we can talk about that.
1594
01:07:41,354 --> 01:07:42,396
Okay.
Yeah.
1595
01:07:42,480 --> 01:07:43,481
Cool.
Yeah.
1596
01:07:46,817 --> 01:07:49,403
What I've started to realize
over the course
of making this film
1597
01:07:49,487 --> 01:07:55,826
is that once you open the door
to being what one person said,
1598
01:07:56,118 --> 01:07:58,746
one person called me,
which is being quote unquote
"brand friendly"'
1599
01:07:59,038 --> 01:08:00,706
then that door is open.
1600
01:08:00,831 --> 01:08:05,419
The floodgates
are open and suddenly,
all of these opportunities,
1601
01:08:05,503 --> 01:08:08,047
different opportunities,
whether it's for
promoting the film
1602
01:08:08,130 --> 01:08:09,882
like we're
trying to do right now
1603
01:08:09,966 --> 01:08:11,676
or it's being tied to
somebody else's product,
1604
01:08:11,759 --> 01:08:12,760
all these
different opportunities
1605
01:08:12,843 --> 01:08:15,888
that represent real difficult
1606
01:08:16,013 --> 01:08:19,684
moral and artistic dilemmas
start popping up.
1607
01:08:20,393 --> 01:08:21,769
Here's a case in point.
1608
01:08:22,895 --> 01:08:25,273
(ON VOICEMAIL) Morgan,
it's Ben Silverman
giving you a call.
1609
01:08:25,356 --> 01:08:29,277
I've set up a new business
with Will Arnett
and Jason Bateman
1610
01:08:29,360 --> 01:08:32,113
that is focused on
advertising production.
1611
01:08:32,196 --> 01:08:35,032
And we've got
a really great idea
we're working on
1612
01:08:35,157 --> 01:08:37,201
in and around
the world of male grooming.
1613
01:08:37,368 --> 01:08:40,955
We want it to be
funny and capture the tone
that you do so well
1614
01:08:41,038 --> 01:08:45,626
and we thought of
a fantastic brand partner
to work on it with us.
1615
01:08:45,710 --> 01:08:47,628
Give me a call back
and we'll set something up
1616
01:08:47,712 --> 01:08:50,047
to introduce you
to Will and Jason.
1617
01:08:50,298 --> 01:08:51,590
Thanks, buddy. Bye.
1618
01:08:51,882 --> 01:08:53,050
How do you say no to that?
1619
01:08:53,718 --> 01:08:54,802
SPURLOCK:
What's a sell-out?
1620
01:08:54,885 --> 01:08:56,304
A sell-out is
someone that has
no honor
1621
01:08:56,387 --> 01:08:58,264
and does something
just for money
1622
01:08:58,431 --> 01:09:01,100
and doesn't take anything else
into consideration.
1623
01:09:01,600 --> 01:09:05,980
A sell-out is when,
to attain a certain level
1624
01:09:06,063 --> 01:09:07,648
you give up
some of those principles
1625
01:09:07,773 --> 01:09:10,026
that formed your identity
to begin with.
1626
01:09:10,151 --> 01:09:13,404
So I'm making this film
that's actually being paid for
by advertisers,
1627
01:09:13,571 --> 01:09:14,947
by companies,
about advertising.
1628
01:09:15,031 --> 01:09:16,032
Right.
1629
01:09:16,115 --> 01:09:18,075
Yeah.
So am I selling out
by doing that?
1630
01:09:18,159 --> 01:09:19,368
I don't think so.
1631
01:09:20,036 --> 01:09:23,998
I mean, unless
the point you're making is
1632
01:09:24,081 --> 01:09:26,167
that advertising is
a bad thing.
1633
01:09:26,250 --> 01:09:28,419
Are you doing it
with integrity?
1634
01:09:29,962 --> 01:09:31,630
I hope so. (LAUGHS)
1635
01:09:31,714 --> 01:09:34,717
And with a viewpoint
of being objective?
1636
01:09:35,217 --> 01:09:39,138
Or are you doing it slanted,
for the side of the advertiser
1637
01:09:39,263 --> 01:09:41,766
as a puppet,
doing whatever the
advertisement wants you to do?
1638
01:09:41,932 --> 01:09:44,977
As long as you do
better than they do on it
1639
01:09:45,186 --> 01:09:47,104
then you're not...
Then you're buying in.
1640
01:09:47,605 --> 01:09:48,606
SPURLOCK:
Is that right?
1641
01:09:49,065 --> 01:09:50,858
Am I really not selling out?
1642
01:09:51,442 --> 01:09:53,944
Or am I finally
just buying in?
1643
01:09:57,948 --> 01:09:59,325
(RandB MUSIC PLAYING)
1644
01:10:23,682 --> 01:10:27,353
MALE ANNOUNCER:
Every sip gets you closer
to Justin Timberlake mp3s.
1645
01:10:27,478 --> 01:10:29,438
Hey.
Hey to you.
1646
01:10:29,522 --> 01:10:32,483
SPURLOCK: Seems like pushing
a product is the new standard
for gauging success.
1647
01:10:32,775 --> 01:10:37,029
Today's superstar
singers pitch for perfume,
action stars vouch for vodka.
1648
01:10:37,488 --> 01:10:40,533
Even America's Sweetheart
is the new face
for a make-up company.
1649
01:10:40,908 --> 01:10:43,577
For a filmmaker like me,
this is pretty
uncharted territory.
1650
01:10:43,661 --> 01:10:46,247
And to navigate these waters,
who better to turn to
1651
01:10:46,330 --> 01:10:49,250
than one of the most
successful celebrity
spokesmen himself,
1652
01:10:49,542 --> 01:10:50,668
The Donald.
1653
01:10:51,335 --> 01:10:55,506
Is there a difference between
selling out and being
a celebrity spokesperson?
1654
01:10:56,465 --> 01:10:59,260
Well, the question's
been asked because I do
a lot of different things.
1655
01:10:59,343 --> 01:11:02,680
I'll do commercials
for different companies,
good companies.
1656
01:11:02,763 --> 01:11:04,890
I did Oreo's cookies
with the Manning brothers
1657
01:11:04,974 --> 01:11:06,225
Peyton Manning
and Eli Manning.
1658
01:11:06,600 --> 01:11:07,601
Trump!
1659
01:11:07,685 --> 01:11:10,229
And we're gonna be huge.
1660
01:11:10,312 --> 01:11:12,648
I feel if the commercial
is done properly,
1661
01:11:12,731 --> 01:11:14,400
if you watch
what you're doing,
1662
01:11:14,608 --> 01:11:17,403
it actually
enhances your brand.
It doesn't hurt your brand.
1663
01:11:17,695 --> 01:11:21,532
There are some people,
that, as an example there
are certain singers,
1664
01:11:21,657 --> 01:11:25,202
entertainers that
would never, ever
do a commercial.
1665
01:11:25,286 --> 01:11:27,079
I could name names,
but I don't want to
1666
01:11:27,163 --> 01:11:28,873
because I've tried
to get certain songs
1667
01:11:29,290 --> 01:11:32,334
and I could
offer them $10 million
to play a song once
1668
01:11:32,418 --> 01:11:33,419
and they would turn it down.
1669
01:11:33,544 --> 01:11:36,422
I mean, I think they're crazy,
but they'd turn it down.
1670
01:11:36,630 --> 01:11:38,466
But there are
people like that,
1671
01:11:38,591 --> 01:11:40,426
that would never
partake in a commercial.
1672
01:11:40,509 --> 01:11:42,553
I don't think
they're helped or hurt,
1673
01:11:42,636 --> 01:11:44,555
but I think they should
take the money and run.
1674
01:11:44,638 --> 01:11:45,973
You take care of yourself.
I really appreciate it.
1675
01:11:46,056 --> 01:11:47,057
Thanks.
1676
01:11:47,725 --> 01:11:49,977
SPURLOCK:
But some musicians
have done just that.
1677
01:11:52,563 --> 01:11:55,065
You see,
brands have always known
that one of the fastest ways
1678
01:11:55,191 --> 01:11:56,942
to make their
products seem cool
1679
01:11:57,026 --> 01:11:58,736
was to pair them with
the hottest artists.
1680
01:12:00,529 --> 01:12:02,406
(VERTIGO PLAYING)
1681
01:12:10,247 --> 01:12:12,124
(BACK IN BLACK PLAYING)
1682
01:12:18,589 --> 01:12:20,049
(SPACE ODDITY PLAYING)
1683
01:12:26,639 --> 01:12:28,516
SPURLOCK: And today,
more and more musicians
1684
01:12:28,599 --> 01:12:30,434
are finding out just
how important it can be
1685
01:12:30,518 --> 01:12:33,020
to get their music
supported by brands.
1686
01:12:33,395 --> 01:12:37,983
What you have now
is artists partner up
with different brands
1687
01:12:38,067 --> 01:12:39,944
to kind of,
get that extra push,
1688
01:12:40,027 --> 01:12:44,031
and you do anything
from liquor sponsors
1689
01:12:44,114 --> 01:12:47,326
to cell phone companies
to car companies
all the way around,
1690
01:12:47,409 --> 01:12:50,162
to, kind of,
round out the promotion
of your project.
1691
01:12:50,454 --> 01:12:54,875
The artists are
competing for impressions.
1692
01:12:54,959 --> 01:12:57,920
If they can do commercials,
if they can endorse a product,
1693
01:12:58,003 --> 01:13:01,590
anything that they can do
to get more impressions,
the better.
1694
01:13:01,674 --> 01:13:05,135
After the Bacardi ad came out,
I don't know how
quickly it happened,
1695
01:13:05,886 --> 01:13:08,222
you could physically see
one step away
1696
01:13:08,305 --> 01:13:10,599
from having
a line chart of like,
1697
01:13:10,766 --> 01:13:14,728
"This is how many more people
are starting to
listen to your music."
1698
01:13:14,812 --> 01:13:17,690
Licensing to
the commercials and stuff
1699
01:13:17,773 --> 01:13:20,693
now I know, just is a good way
for a lot of people
to hear you.
1700
01:13:20,776 --> 01:13:23,862
And I just want everyone
to hear our music,
that's all I want.
1701
01:13:24,113 --> 01:13:25,406
What would you
never put your music in?
1702
01:13:25,531 --> 01:13:28,158
If somebody said,
"We've got a commercial,
we're selling blank."
1703
01:13:29,243 --> 01:13:30,911
Our sniff test for
whether or not
1704
01:13:30,995 --> 01:13:32,413
it's all right to put
a song in a commercial
1705
01:13:32,496 --> 01:13:34,498
is whether or not
that commercial
1706
01:13:34,582 --> 01:13:37,751
is likely to make you
feel worse about yourself.
1707
01:13:38,085 --> 01:13:40,170
Is it honoring the music?
1708
01:13:40,296 --> 01:13:43,173
And I gotta say,
we have not always done this.
1709
01:13:43,257 --> 01:13:45,134
There were times,
especially early in our career
1710
01:13:45,217 --> 01:13:46,260
where we just needed the cash
1711
01:13:46,385 --> 01:13:48,053
and our songs were in
1712
01:13:48,137 --> 01:13:49,221
some pretty gross commercials.
1713
01:13:49,305 --> 01:13:52,016
They had the "Got milk?" ads,
and we never did
a "Got milk" ad
1714
01:13:52,099 --> 01:13:53,517
because Dre
doesn't drink milk,
1715
01:13:53,601 --> 01:13:54,685
you know what I'm saying?
1716
01:13:54,768 --> 01:13:56,478
It was as simple as that.
It was a big check
and everything
1717
01:13:56,562 --> 01:13:58,689
you know,
but Dre didn't drink milk,
so we never did it.
1718
01:13:58,772 --> 01:14:01,066
I was going through
all kinds of ideas
1719
01:14:01,150 --> 01:14:03,402
with the manager
and were like,
1720
01:14:03,485 --> 01:14:05,613
"Well, maybe it can be
soy milk."
1721
01:14:05,696 --> 01:14:07,239
You know, I mean,
they were like
"No, it's gotta be milk."
1722
01:14:07,323 --> 01:14:08,449
So we didn't do it
1723
01:14:08,532 --> 01:14:12,036
because that maintains
our artistic integrity
of what we stand for.
1724
01:14:12,202 --> 01:14:14,788
Are you trying
to establish OK Go
as a brand?
1725
01:14:15,205 --> 01:14:18,417
Every band ever
has had an identity.
1726
01:14:18,584 --> 01:14:20,961
Every person has an identity
1727
01:14:21,045 --> 01:14:22,463
and, it's cool
to have your own identity,
1728
01:14:22,546 --> 01:14:23,547
but when you call it a brand,
1729
01:14:23,631 --> 01:14:24,632
it's suddenly cheesy.
1730
01:14:24,715 --> 01:14:27,426
Would you guys be
willing to do a song,
1731
01:14:27,551 --> 01:14:30,220
create an original
identity anthem
for the movie?
1732
01:14:30,387 --> 01:14:31,388
I'd love to.
1733
01:14:31,513 --> 01:14:32,514
That sounds amazing.
Yeah, awesome.
1734
01:14:32,598 --> 01:14:34,141
Does that...
Wait, hold on.
1735
01:14:34,224 --> 01:14:39,188
If we make the theme for
The Greatest Movie Ever Sold,
1736
01:14:39,563 --> 01:14:43,734
does that mean that we're
the greatest rock band ever
to write a theme song?
1737
01:14:44,360 --> 01:14:45,361
Absolutely.
1738
01:14:45,778 --> 01:14:49,239
I started this PR
firm back in 1983
1739
01:14:49,740 --> 01:14:56,080
and something occurred to me:
that we were living
in wacky times.
1740
01:14:56,163 --> 01:14:57,331
Right.
1741
01:14:57,414 --> 01:14:58,957
And here is what
was wacky about them.
1742
01:14:59,333 --> 01:15:03,671
In the world we live,
there's this umbilical cord
1743
01:15:03,754 --> 01:15:08,008
between fame
and credibility.
1744
01:15:08,342 --> 01:15:11,512
So, visibility
equals credibility.
1745
01:15:11,720 --> 01:15:16,058
In the world we live in,
you cannot be credible
unless you're visible.
1746
01:15:16,266 --> 01:15:18,060
And so you see
what we're doing here.
1747
01:15:18,143 --> 01:15:19,269
Yeah, I do.
1748
01:15:19,353 --> 01:15:20,354
What do we do?
1749
01:15:21,146 --> 01:15:22,314
Well...
1750
01:15:22,398 --> 01:15:24,858
What do I do to
get the message out?
1751
01:15:24,942 --> 01:15:26,318
Sell, sell, sell!
1752
01:15:26,443 --> 01:15:27,569
That's it?
1753
01:15:27,695 --> 01:15:28,987
What the hell do
you think you do, son?
(LAUGHS)
1754
01:15:29,071 --> 01:15:31,740
Sell! You're in America!
1755
01:15:33,117 --> 01:15:36,328
The path to salvation is
not through being quiet.
1756
01:15:36,453 --> 01:15:37,746
Okay.
And being subtle.
1757
01:15:37,830 --> 01:15:39,957
Not in today's world.
You gotta sell.
1758
01:15:46,255 --> 01:15:48,507
SPURLOCK:
This is where you really
start to see cause and effect.
1759
01:15:50,134 --> 01:15:54,263
It's pretty amazing to
see behind the curtain
1760
01:15:54,596 --> 01:15:56,181
like we've gotten
to on this film.
1761
01:15:56,932 --> 01:16:02,479
Now, what happens
from this point on,
that's the real question.
1762
01:16:03,355 --> 01:16:06,150
Now the movie's gonna
go out in the world.
1763
01:16:07,735 --> 01:16:09,236
And now's the point
1764
01:16:13,240 --> 01:16:17,619
where I start to wonder
exactly how affected
I'll be by everything.
1765
01:16:18,245 --> 01:16:20,706
This is it.
This is the start.
1766
01:16:22,249 --> 01:16:23,542
This is the beginning
of the whole thing.
1767
01:16:24,668 --> 01:16:27,296
As much as
the beginning of the process
was the beginning of this,
1768
01:16:27,713 --> 01:16:30,007
with what our movie is about,
like, this is the beginning.
1769
01:16:30,632 --> 01:16:32,384
This is literally
where it really starts.
1770
01:16:32,593 --> 01:16:32,634
You know our
next guest from his
1771
01:16:32,634 --> 01:16:34,261
You know our
next guest from his
1772
01:16:34,344 --> 01:16:36,513
prize-winning documentary,
Super Size Me.
1773
01:16:36,597 --> 01:16:39,391
His latest is called
The Greatest Movie Ever Sold.
1774
01:16:39,516 --> 01:16:42,686
It is brought to you
by Hyatt, POM Wonderful,
JetBlue,
1775
01:16:42,770 --> 01:16:45,689
Mini Cooper,
Mane 'n Tail Shampoo,
the island of Aruba
1776
01:16:45,773 --> 01:16:48,817
and Amy's Frozen Pizza.
It opens in theaters Friday.
1777
01:16:48,901 --> 01:16:51,195
Please say hello
to Morgan Spurlock!
1778
01:16:51,487 --> 01:16:53,572
(THE GREATEST SONG
I EVER HEARD PLAYING)
1779
01:16:55,699 --> 01:16:56,784
(INDISTINCT CHATTERING)
1780
01:18:54,568 --> 01:18:57,404
What's happening right now
is in the movie?
1781
01:18:57,487 --> 01:18:58,864
Is actually in
the film right now.
1782
01:18:59,072 --> 01:19:01,533
So we've actually in a way,
gone back in time.
1783
01:19:01,617 --> 01:19:03,827
We have.
The space-time continuum
has shifted completely.
1784
01:19:03,911 --> 01:19:06,038
This is like the Inception
of documentaries.
1785
01:19:12,836 --> 01:19:14,838
Man, these Old Navy clothes
look so good!
1786
01:19:15,339 --> 01:19:16,548
So here's
the trailers you've done.
1787
01:19:16,757 --> 01:19:19,843
We did Avatar,
Alice in Wonderland,
Toy Story 3
1788
01:19:20,385 --> 01:19:23,138
and this is you, right here,
that we're doing today.
1789
01:19:23,221 --> 01:19:24,222
And now
The Greatest Movie.
1790
01:19:24,848 --> 01:19:26,642
So you have
a key to their brain.
1791
01:19:42,783 --> 01:19:44,826
Here we go,
three, two...
1792
01:19:45,619 --> 01:19:47,788
And I'd like to welcome you
aboard JetBlue Airways,
1793
01:19:47,871 --> 01:19:49,790
the greatest airline
you'll ever fly.
1794
01:19:50,290 --> 01:19:53,210
Now that we're in the air
I'd like to tell you a little
more about your flight.
1795
01:19:54,544 --> 01:19:56,880
ALL: The Greatest
Movie Ever Sold!
1796
01:20:42,801 --> 01:20:45,512
You are a shameless whore
if ever I've met one,
Morgan Spurlock.
1797
01:20:45,595 --> 01:20:46,555
Yes, I am.
1798
01:20:46,638 --> 01:20:47,639
Morgan Spurlock, everyone.
1799
01:20:47,723 --> 01:20:50,475
The Greatest Movie Ever Sold
opens Friday!
We'll be right back.
1800
01:20:50,559 --> 01:20:52,310
SPURLOCK: Yep,
everywhere you look
these days
1801
01:20:52,394 --> 01:20:55,105
it seems like someone's
trying to sell you something.
1802
01:20:55,605 --> 01:20:57,733
Best I can do
is just show you
that it's out there.
1803
01:20:57,983 --> 01:21:00,902
Because at
the end of the day,
marketing works.
1804
01:21:05,032 --> 01:21:07,117
But maybe we all
don't have to buy in.
1805
01:21:07,284 --> 01:21:10,370
Maybe there's still a place
free from all the advertising
1806
01:21:10,454 --> 01:21:12,956
where we can actually
think for ourselves.
1807
01:21:13,790 --> 01:21:18,295
So go outside!
Take a nice long walk.
Find that place.
1808
01:21:18,795 --> 01:21:22,716
And when you do it,
do it in a nice
comfortable pair of Merrells.
1809
01:21:26,511 --> 01:21:28,430
Let's throw some rocks.
1810
01:21:28,722 --> 01:21:30,432
(SHUTTERBUG PLAYING)
1811
01:21:56,666 --> 01:21:59,836
NADER: Oh, boy. Look at this.
1812
01:22:02,506 --> 01:22:05,801
Oh, man! Payola!
1813
01:22:09,304 --> 01:22:10,972
Not only that,
1814
01:22:12,724 --> 01:22:14,184
but I'll never be
able to forget it.
1815
01:22:15,560 --> 01:22:19,689
After a million steps,
"Morgan gave me this."
1816
01:22:21,691 --> 01:22:25,028
Morgan Spurlock
on the march!
1817
01:22:26,071 --> 01:22:28,907
Thank you very much, Morgan.
Really, it's very thoughtful
of you.
1818
01:22:30,742 --> 01:22:32,369
It's hard to get
shoes that fit.
1819
01:22:32,786 --> 01:22:34,371
(SHUTTERBUG PLAYING)
1820
01:24:34,699 --> 01:24:36,534
(PHONE RINGING)
1821
01:24:36,618 --> 01:24:37,744
(ON PHONE)
Yeah. Ron.
1822
01:24:37,827 --> 01:24:38,954
SPURLOCK:
Hey, man, how are you?
1823
01:24:39,037 --> 01:24:40,372
I'm good. What's up?
I'm good.
1824
01:24:40,455 --> 01:24:42,040
I just wanted to
call you back,
1825
01:24:42,123 --> 01:24:44,042
touch base with you and hear
what you were thinking.
1826
01:24:44,125 --> 01:24:47,337
Okay, it's a little weird.
I'm still talking
about it with Tarssa,
1827
01:24:47,462 --> 01:24:49,547
and she's not quite
ready to respond yet,
I don't think.
1828
01:24:49,673 --> 01:24:51,091
Okay.
Cool, man.
1829
01:24:51,174 --> 01:24:54,135
'Cause the last
couple of paintings I sold,
sold for a $120.
1830
01:24:54,219 --> 01:24:56,263
So, I don't know...
I know you're big time.
1831
01:24:56,346 --> 01:24:57,722
I know that.
1832
01:24:58,348 --> 01:24:59,432
Can I put you on
the phone with her?
1833
01:24:59,516 --> 01:25:01,351
'Cause I wanna make
a decision and
it's getting harder.
1834
01:25:01,434 --> 01:25:02,686
Do you have like
10 more seconds?
1835
01:25:02,727 --> 01:25:04,646
Sure.
Hold on.
1836
01:25:04,729 --> 01:25:05,772
TARSSA:
Hey, Morgan.
1837
01:25:05,855 --> 01:25:06,898
Hey, Tarssa,
how are you?
1838
01:25:06,982 --> 01:25:08,108
Good. How are you?
Good.
1839
01:25:08,191 --> 01:25:09,734
So, I just wanted
to talk to you guys
1840
01:25:09,818 --> 01:25:11,736
about the placement
in the film...
1841
01:25:12,445 --> 01:25:15,282
I was telling Ron,
we could have a card
with his photograph
1842
01:25:15,365 --> 01:25:16,825
of him painting
the painting.
1843
01:25:17,158 --> 01:25:18,660
So he could,
so Ron English could be
1844
01:25:18,743 --> 01:25:20,245
"The Greatest
Artist to Ever Paint."
1845
01:25:21,079 --> 01:25:22,122
Um.
1846
01:25:22,205 --> 01:25:25,166
Yeah, I mean,
the greatest artist
1847
01:25:25,250 --> 01:25:28,169
that ever lived or
the greatest artist...
1848
01:25:28,545 --> 01:25:30,588
Yeah, he wants to be
the greatest living artist.
1849
01:25:30,672 --> 01:25:32,132
The greatest
living artist.
1850
01:25:32,215 --> 01:25:34,342
Okay, done, so we'll say,
"Ron English,
The Greatest Living Artist."
1851
01:25:34,426 --> 01:25:36,261
And he'll be the only
person in the credits,
1852
01:25:36,344 --> 01:25:38,138
that'll actually have
a photograph of him.
1853
01:25:38,680 --> 01:25:39,681
Cool.