While using brands in film promotion is not new for Hollywood, it certainly is new territory for the documentary format. Spurlock exploits the phenomenon to new heights, with everything from branded pizza boxes and in-flight film promotions to branded-everything in-film.
With humor and insight, POM Wonderful Presents: The Greatest Movie Ever Sold unmasks the marketing process to bring audiences behind closed doors directly into the pitch meetings and marketing presentations which ultimately inform our everyday entertainment decisions. Sponsors were provided with brand category exclusivity. The brands that agreed to sponsor the film placed Spurlock front and center in their brand campaigns and advertisements, both on and off-line. Partners have the unique right to promote themselves in association with Spurlock and the film as "The Greatest." The agreements also stipulate that Spurlock maintains creative control of the film's content and final edit.
||April 22nd, 2011 (Limited) by Sony Pictures Classics|
||PG-13 for some language and sexual material.|
(Rating bulletin 2162, 3/9/2011)
||Advertising and Marketing, Gratuitous Cameos, Lawyers, Political, TV Industry, Movie Business, Music Industry, Directing Yourself|
|Source:||Based on Real Life Events|
|Production Method:||Live Action|
Summer is winding down, and while that means weaker box office numbers, it also means stronger home market releases. We are still a little early for summer blockbusters; however, TV on DVD releases are really heating up and will begin to dominate the scene. There are a few of those worth checking out, including NCIS: Season Eight, which is a contender for Pick of the Week. However, that honor goes to Phineas and Ferb: Across the 2nd Dimension. (An honorable mention also goes to Reboot: The Definitive Mainframe Edition, which finally arrived last week. It was worth the wait.)
Evil Bong 3D earned $19,315 in its lone theater to lead the way on the per theater chart, and clearly I've slipped into an alternate dimension. Actually, I'm very happy with this film's success, as it's distributed by Full Moon Features, the same company that released Puppetmaster and countless other low-budget films I've been a fan of. Second place went to The Double Hour with $14,990, which is less than 1% lower than its opening weekend. Madea's Big Happy Family was the only wide release to reach the $10,000 mark, and it was close at $10,957. There is one confusing release, Incendies, which earned over $60,000 in 13 theaters, if you include Canada. However, if you just look at its U.S. opening, it earned $50,679 in 3 theaters for an average of $16,893, which is much more impressive.
It's a busy week for limited releases with more than a dozen films on this week's list, including a very large Canadian contingent. There are two films opening in limited release in Canada, two Canadian films opening in limited release in the United States, and another where the characters are on a road trip to Canada. One of these films, Incendies, is the best bet for the weekend, while POM Wonderful Presents: The Greatest Movie Ever Sold is also worth checking out.
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