This is a shameless, whoring film where Spurlock has sold everything in order to garner 1.5 million US Dollars to recoup what's spent on the film before it's even released - and this is what it's about: advertisement in cinema and what that really entails. Spurlock does a good job at this, and ends up using the film as a showcase which I think is good. Ralph Nader ruled in this one.
This's a skillful, & interestlngly subtle, documentary-it held my attention, taught me interesting things about product placement & made me laugh. Some might find the lack of big answers unsatisfying, but remember: Morgan Spurlock is he is not Michael Moore. His style is gentle, he remains respectful of the people he speaks to, regardless of if he agrees with them. The film works well because Spurlock is so amenable.
Morgan Spurlock's latest documentary doesn't have the same level of impact that his predecessors had (although the subject matter this time around could have had something to do with that *wink wink*), but nonetheless he maintains an energetic behind-the-scenes account of how marketing is involved within the film making process. Hmmm... Now I have an urge to pick me up some Merrell Boots!
This film is an intriguing piece on product placement. Morgan approaches his topic in a careful, thorough and surprisingly humble manner. By not imposing his viewpoints, Spurlock just presents the process by which branding, and specifically product placement, is incorporated into mass media. See the rest of my take here: http://tinyurl.com/6z5urks
Although it's sometimes entertaining, this documentary comes across as much less shocking and important than Super Size Me. Most of the gags involve obvious product placement and the whole point of the film is to "show that advertising is everywhere," as if most people didn't already know that. He also suggests we should take a walk outside where there are no advertisements, basically ignoring the problem.