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Everywhere you look these days,

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it seems like someone's trying
to self you something.

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On billboards, posters, stickers,
elevators, gas pumps, airplanes,

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cups, napkins, coffee holders, wire hangers.

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Even bathrooms.

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See, it used to be that when someone
really wanted to sell you something,

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they could rely on the good old fashioned
30-second TV spot

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He likes it! Hey, Mikey!

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But thanks to the invention Of this...

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And this...

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There's a revolution going on
called "Internet. "

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Fewer and fewer of us
are actually sitting through these.

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Anything is possible

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when your man smells like Old Spice
and not a lady,

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So hawk a poor struggling
multimillion-dollar corporation

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supposed to let you know they even exist?

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Hey, welcome to Morning Joe,
brewed by Starbucks!

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We do have 3 special guest,

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Excuse me, I'm just going to have a sip here
of my Starbucks.

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There you go,

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Welcome to the brave new worid
of brand integration,

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But you may know it by its old school name...

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Converse All Stars, vintage 2004,

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product placement.

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You can use a Guinness.

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Today product placement
is a multibillion dollar industry

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that generates hard cash for movies,
creates new identities for brands,

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but most importantly delivers
the holy grail of marketing, co-promotion.

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You see, co-promotion
is what takes a regular movie

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and turns it into a blockbuster.

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Take Iron Man.

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That movie had more than 14 brand partners.

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Everything from a Whiplash Whopper
to Iron Man Dr Pepper cans,

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to Tony Stark himself
driving of! in an Audi commercial.

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These types of partnerships

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deliver millions of dollars
of free advertising for the movie

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while also raising visibility
for the companies themselves.

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But do all these co-promotions
actually work?

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Do they have that much influence
over the choices we make?

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Does Shrek make me want to take
a Royal Caribbean Cruise

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or Burger King make me
wanna go see Twilight?

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Ls the only thing missing from my movie
achieving Iron Man status

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a little co-promotion?

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Well, if that’s true,

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then I cant wait to get some of that
sweet Hollywood ad money

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Last year more than $412 billion
were spent on marketing and advertising.

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And out of that! $412 billion,

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just four companies
controlled over 75% of it.

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If Pm gonna make a doc-buster

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it seems like these companies
are a great place to start

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So what I wanna do,

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is make a Him all about product placement
marketing and advertising,

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where the entire film is funded

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by product placement, marketing,
and advertising.

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So the movie will be called
The Greatest Movie Ever Sold.

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So what happens
in The Greatest Movie Ever Sold

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is that everything from top to bottom,
start to finish,

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is branded from beginning to end.

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You know, from the above-the-title sponsor
that you'll see in the movie

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which is brand X,

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Now this brand, the Qualcomm Stadium,
the Staples Center...

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These people will be married to the film
in perpetuity, forever,

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- So the Elm explores this whole idea...
- It's redundant.

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- It's what?
- It's redundant

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In perpetuity forever?
I'm a redundant person,

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I'm just saying",

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That was more for him.
It's in perpetuity, period, forever.

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But not only are we going to have
the brand X title sponsor,

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but we're gonna make it so we can sell out
every category we can in the mm.

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So maybe we sell a shoe,

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and it becomes
"The Greatest Shoe You Ever Wore,"

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"The Greatest Car You Ever Drove,"
from The Greatest Movie Ever Sold.

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You know,
"The Greatest Drink You've Ever Had"

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courtesy, The Greatest Movie Ever Sold.

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So the idea is beyond just showing that
brands are pan of your life,

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but actually get them to finance the Elm.
Is that it?

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Get them to finance the film

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and actually we show the whole process
of, "How does it work?"

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The goal of this whole Elm is transparency.

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You're going to see the whole thing
take place in this movie.

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So that's the whole concept.
The whole film, start to finish.

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And I would love for CEG
to help make it happen.

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Hey, you know, it's funny
'cause when I Hrs! hear it,

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it is the ultimate respect for an audience.

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I don't know how receptive
people are going to be to it, though,

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Do you have a perspective, or,"

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I don't want to use "angle" cause that
son of has a negative connotation...

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- Do you know how this is going to play out?
- No idea.

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How much money does it take to do this?

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- $1.5 million.
- $1.5 million,

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Okay,

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I think you're going to have
B hard time meeting with them,

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but I think it's certainly worth pursuing

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a couple of really big, obvious brands,

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Who knows?
Maybe, by the time your mm comes out

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we look like 3 bunch Of blithering idiots,

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What do you think
the response is going to be?

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The responses mostly will be no.

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But is the toughest sell because of the Elm
or is the toughest sell because of me?

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Both,

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That meeting, not so optimistic.

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So can you help me? I need help,

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I can help you,

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- Good.
- Good,

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Awesome,

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- We got to figure out which brands.
- Yeah.

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That's the challenge.

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When you look at the people
you deal with, or...

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We've got some places we can go,

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- Okay. Okay.
- Turn the camera off,

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I thought "turn the camera off” meant
"let's have an off-the-record conversation. "

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Tums out it really means,
"We want nothing to do with your movie. "

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Luckily I've got an old friend in the industry
who might be a bit more receptive,

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Richard Kirshenbaum
has worked in advertising for years

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and has made a name for himself
and his agency

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by not thinking like an agency.

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If anyone out there is going to get in its him.

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So ultimately what we want to try and do,

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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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has so many brands involved...

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I love the idea that you're actually
selling out, you're admitting selling out",

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- And therefore not selling out.
- And therefore not selling out.

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It's genius,

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And the story, also, is talking to people

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who say this is a problem with the industry,
this is wrong.

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But then there's people
who are like, "HOW Could it be wrong?

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"It's where we started in television.
It's where we started in Him. "

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So the film is about the marketing of movies,

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And I want to be a sponsor.

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You guys can tell me better than anyone else

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what the, kind Of like,
"Here's what we pay you for these things,"

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And so you start to see these things
come to fruition

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- over the course of the film,
- Right.

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So you're willing to sell out completely,
personally, to do this?

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- Whatever it takes,
- Great.

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So what do we do now?

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I think the thing to do is go get a client,

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Get one,

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- Thank you.
- Great to see you,

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- This is going to be fun,
- Yeah, thanks, guys.

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To get my first client,
I need to understand two things.

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Who would actually sponsor this movie?

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And how Fm supposed to talk to them.

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Britt Johnson is the president
of Media Placement,

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one of the most successful
product placement agencies in the country.

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And David Wales is the president
of the Ministry of Culture

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and makes his living
predicting the next big trends in advertising.

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If we were going out to sell somebody
to be a product or brand in the film,

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what’s that worth?

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It depends on how many people you reach,

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- Dozens.
- Dozens?

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This movie is going to reach
dozens of people.

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It would depend how many people you reach,

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How do I figure out who I should go after?

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I would just go for everybody,

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- As long as the check clears,
- Yeah, as long as the check clears,

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The one good thing is,

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you might be able
to get a lot of the things paid for,

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That's a good question,

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What are the things we should be looking for
to try and get for free?

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I think you might be able to get a beer brand,

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Hotels, air service, computers, car.

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You definitely should have a sports car.

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What about clothing?

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- Yeah! Clothing?
- Can you get clothing?

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Yeah, clothing would be easy,

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How do I make a company
want to be in this movie?

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You start by acknowledging
that you yourself are a brand. Right?

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What's your brand collateral?
What are you bringing to the table?

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I guess that's what you need to figure out

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in terms of making yourself
appealing to them.

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How would you guys describe your brand?

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My brand?

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I don't know like...

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I like really nice clothes.

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'80s revival meets skater punk.

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Unless it's laundry day,

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The brand that I am is...
I would call it "Casual Fly,"

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If Dan were a brand,

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he might be
a classic convertiblr Mercedes-Benz

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Part hippie, part yogi, part Brooklyn girl?
I don't know.

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Failed writer, alcoholic brand?
Is that something?

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I think most Of Hollywood
HHS that Brand Covered.

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For me to get any companies on board,

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I first need to understand
what Pm offering them.

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That's where Olson Zaltman comes in.

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By using an intense form of psychoanalysis,

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they've helped companies
like Hallmark, Nestlé, and Febreze

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better understand
what they ca! their brand personality.

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- You brought your pictures, right?
- I did.

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The very Hrs! picture,
is a picture of my family,

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So tell me about how it relates

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to your thoughts and feelings
about who you are.

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These are the people who shaped
the way I look at the world.

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Tell me about this world,

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I think your world is the world
that you live in.

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The people that are around you,
your friends, your family.

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The way you live your life, the job you do,

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All those things stem med
and started from one place.

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And for me, they stemmed and started
with my family in West Virginia.

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What's the next one you wanna talk about?

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The next one... This was the best day ever.

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How does this relate to your thoughts
and feelings about who you are?

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It's like, "Who do I wanna be?"

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I like things that are different,
I like things that are weird.

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I like weird things,

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Tell me about the "why" phase.
What does that do for us?

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What is the machete?
What pupa stage are you in now?

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Why is it important to reboot?
What does the red represent...

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Tell me a little bit about that harp.
What is it about you that's not who you are?

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- Thank you.
- Yeah, thanks for your patience,

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- Great job. Thanks a lot.
- All right.

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Yeah, I don't know
what's going to come of this,

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There was a whole lot of crazy
going on in there.

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The first thing we SSW

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was this idea that you had two distinct
but complementary sides

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to your brand personality,

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The Morgan Spurlock brand
is a mindful play brand.

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Those are juxtaposed very nicely together,

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and I think there's almost
a paradox with those,

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And I think some companies
will just focus on one of their strengths

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or the other, instead of focusing on both.

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Most companies tend to,
and it's human nature,

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to avoid things that they are not sure of,
avoid fear,

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those elements,
and you really embrace those,

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And you actually turn them
into positives for you, it's a neat thing to see,

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WHat other brands are like that?

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The First one here is a classic, Apple.

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And you can see here, Target, Wii,
MINI from Mini Coopers, and JetBlue,

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Now there's playful brands
and mindful brands,

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Those sorts of things
that have come and gone,

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but 3 playful mindful brand
is a pretty powerful thing.

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Awesome,

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That's good. That's a good thing,

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Now that I know what type
of brand personality I have

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it's time to figure out what other companies

239
00:10:45,845 --> 00:10:49,122
would want to be in business with someone
as mindful and playful as myself

240
00:10:49,682 --> 00:10:51,992
Time for a Little brand recon.

241
00:10:57,357 --> 00:10:59,803
Nothing like a cold Cali

242
00:11:01,494 --> 00:11:03,804
to show exactly how little power you have,

243
00:11:06,099 --> 00:11:08,602
This movie is brought to you by Apple Zings,

244
00:11:08,868 --> 00:11:11,474
Crisco. Kenneth Cole, Prada. Paul Smith,

245
00:11:11,938 --> 00:11:15,215
Welcome lo the Johnson & Johnson
Company’s world headquarters.

246
00:11:15,308 --> 00:11:16,446
Starbucks Coffee?

247
00:11:16,509 --> 00:11:17,715
Thanks for calling Target Corporation.

248
00:11:17,944 --> 00:11:19,150
Ben a Jews,

249
00:11:19,312 --> 00:11:20,313
Licefreee!

250
00:11:20,446 --> 00:11:21,516
Carmex,

251
00:11:21,614 --> 00:11:23,787
This Elm is brought to you by B complex.

252
00:11:24,017 --> 00:11:27,396
Documentaries are not as seen
as feature Films.

253
00:11:27,487 --> 00:11:30,866
I can't do it. I'm the Director
of Public Relations for Guess,

254
00:11:30,957 --> 00:11:35,736
We will never put Morgan, your average Joe,
on a billboard, ever.

255
00:11:35,962 --> 00:11:37,532
You're making a film about that? OK,

256
00:11:37,630 --> 00:11:38,631
I am.

257
00:11:41,734 --> 00:11:44,010
We would love it for JetBlue
to be the official airline.

258
00:11:44,070 --> 00:11:45,743
What is the greatest car you could drive?

259
00:11:45,838 --> 00:11:47,340
I think it's got to be a Ford.

260
00:11:47,407 --> 00:11:48,385
The Volkswagen.

261
00:11:48,474 --> 00:11:50,147
The Lexus hybrid being the official car.

262
00:11:50,210 --> 00:11:51,245
BlackBerry phone,

263
00:11:51,344 --> 00:11:52,345
Seventh Generation,

264
00:11:52,412 --> 00:11:53,584
Huge fan of Fluevogs,

265
00:11:53,713 --> 00:11:56,091
We got a fax from Volkswagen.

266
00:11:56,182 --> 00:11:58,162
"It is my understanding
that you discussed with our agent,

267
00:11:58,351 --> 00:12:01,389
"DDB Entertainment International,
the possibility of our involvement

268
00:12:01,487 --> 00:12:03,899
"in an upcoming documentary Elm
directed by Morgan Spurlock

269
00:12:03,990 --> 00:12:06,402
"that will explore product placement
in the movies.

270
00:12:06,492 --> 00:12:07,835
"After due consideration,

271
00:12:07,894 --> 00:12:11,569
"Volkswagen Group of America Incorporated
and DDB

272
00:12:11,664 --> 00:12:15,874
"have determined that it is not
in Volkswagen's best interest

273
00:12:15,935 --> 00:12:20,213
"to be involved in this documentary
in any manner. In any manner. "

274
00:12:20,273 --> 00:12:21,911
Diet Coke. Levi's,

275
00:12:22,008 --> 00:12:23,851
Be stupid, Diesel.

276
00:12:24,010 --> 00:12:25,387
It's not something that we do.

277
00:12:25,445 --> 00:12:28,255
Think how great it would be.
The Greatest Movie Ever Sold video game.

278
00:12:28,348 --> 00:12:29,725
We're just unable to participate.

279
00:12:29,782 --> 00:12:32,729
What about if in the film,
we had either a cowboy

280
00:12:32,785 --> 00:12:35,265
or an animated came! smoking your brand?

281
00:12:35,355 --> 00:12:38,427
My response is, we really don't wanna
be in the Elm.

282
00:12:38,625 --> 00:12:41,970
I mean, it doesn't sound like a movie
that I would be excited about going to,

283
00:12:42,061 --> 00:12:44,473
Right. So why wouldn't you want
to go see this movie?

284
00:12:44,564 --> 00:12:46,544
It goes against everything that we do,

285
00:12:46,599 --> 00:12:48,203
What if we loaded it with nudity?

286
00:12:48,268 --> 00:12:49,269
Yes, that would help.

287
00:12:52,438 --> 00:12:53,576
Indian Vegetable Korma

288
00:12:53,640 --> 00:12:54,948
The official grandpa slipper,

289
00:12:55,041 --> 00:12:56,645
I've got too many other things
to think about.

290
00:12:57,076 --> 00:13:00,216
Can we please get Mane 'n Tail
to be the sponsor?

291
00:13:04,250 --> 00:13:06,992
If it's good enough for your horse,
it's good enough for you.

292
00:13:07,120 --> 00:13:08,497
Mane 'n Tail.

293
00:13:08,921 --> 00:13:10,298
I want this. This is the best.

294
00:13:15,561 --> 00:13:19,600
You gotta love a product that says,
“Directions for human use. "

295
00:13:19,666 --> 00:13:23,773
And then, it says,
"Directions for animal use,"

296
00:13:31,744 --> 00:13:33,018
Smells like a pretty horse,

297
00:13:33,413 --> 00:13:35,256
We're calling Mane 'n Tail.

298
00:13:41,087 --> 00:13:42,464
Hey Morgan, its Richard.
I've got some great news,

299
00:13:42,522 --> 00:13:44,524
It looks like we have a client
who would love to hear your pitch.

300
00:13:44,624 --> 00:13:45,694
Give me a ca! back.

301
00:13:52,799 --> 00:13:55,780
It's our first big pitch, with a real brand.

302
00:13:56,469 --> 00:13:58,107
Richard Kirshenbaum
hooked the whole thing up

303
00:13:58,171 --> 00:14:00,014
with one of his clients.

304
00:14:01,774 --> 00:14:04,277
So this is it. It's on! It's real right now.

305
00:14:06,979 --> 00:14:09,323
- I want to introduce you to Morgan.
- Hi.

306
00:14:10,283 --> 00:14:12,024
- Hi, how are you? I'm Morgan Spurlock.
- Beth Jones.

307
00:14:12,118 --> 00:14:14,223
I have friends who make great,
big, giant Hollywood Elms

308
00:14:14,320 --> 00:14:16,732
and I have friends who make
little independent Elms like I make.

309
00:14:16,956 --> 00:14:19,459
And the friends of mine
who make big giant Hollywood movies

310
00:14:19,525 --> 00:14:21,402
say that the reason their films
are so successful

311
00:14:21,494 --> 00:14:23,303
is because of the brand partners
that they have.

312
00:14:23,396 --> 00:14:25,569
And then my friends who make
small independent Elms say,

313
00:14:25,798 --> 00:14:28,802
"Well how are we supposed to compete
with these big, giant Hollywood movies?"

314
00:14:28,868 --> 00:14:32,475
And the movie is called
The Greatest Movie Ever Sold.

315
00:14:32,805 --> 00:14:35,479
So now how specifically
will we see Ban in the mm?

316
00:14:36,075 --> 00:14:39,079
See anytime I'm getting ready to go,
anytime I open my medicine cabinet,

317
00:14:39,178 --> 00:14:41,385
you will see Ban Deodorant-

318
00:14:41,481 --> 00:14:43,688
While anytime I do an interview
with someone,

319
00:14:43,983 --> 00:14:47,157
I can say,
"Are you fresh enough for this interview?

320
00:14:47,420 --> 00:14:48,922
"Are you ready? You look a little nervous.

321
00:14:49,088 --> 00:14:51,261
"I want to help you calm down,
so maybe you should...

322
00:14:51,657 --> 00:14:53,227
"Maybe you should put some on
before the interview. "

323
00:14:53,326 --> 00:14:55,397
So we'll offer one of these fabulous scents,

324
00:14:55,495 --> 00:14:57,668
Whether it's a Floral Fusion
or Paradise Winds,

325
00:14:57,764 --> 00:14:58,868
they'll have their chance.

326
00:14:58,998 --> 00:15:02,070
We'll have them geared
for both male or female,

327
00:15:02,335 --> 00:15:04,406
solid roll-on or stick, or whatever it may be.

328
00:15:04,937 --> 00:15:07,213
That's the two-cent tour.

329
00:15:07,407 --> 00:15:11,014
So now I can answer any of your questions
and give you the Eve-cent tour.

330
00:15:11,077 --> 00:15:12,078
We are a smaller brand,

331
00:15:12,178 --> 00:15:15,421
much like you talked about being
a smaller movie.

332
00:15:15,515 --> 00:15:17,085
We're very much a challenger brand

333
00:15:17,183 --> 00:15:19,356
so we don't have the budgets
that other brands have.

334
00:15:19,452 --> 00:15:22,763
So doing things like this,
remind people about Ban,

335
00:15:22,855 --> 00:15:24,766
is why we're interested in it.

336
00:15:24,857 --> 00:15:26,700
What are the words you would use
to describe Ban?

337
00:15:26,859 --> 00:15:28,133
Ban is blank,

338
00:15:30,530 --> 00:15:33,067
That's a great question,

339
00:15:37,303 --> 00:15:39,408
Ban is superior technology,

340
00:15:39,972 --> 00:15:41,451
Technology's not the way
you want to describe

341
00:15:41,541 --> 00:15:42,542
something somebody's
putting in their armpit,

342
00:15:42,608 --> 00:15:45,088
We talk about bold. Fresh.

343
00:15:45,278 --> 00:15:48,816
I think fresh is a great word that really
spins this category into the positive

344
00:15:48,981 --> 00:15:51,291
versus the "Tights odor and wetness. "

345
00:15:51,384 --> 00:15:53,057
It keeps you fresh,

346
00:15:53,152 --> 00:15:56,224
How do we keep you fresher longer?
Better freshness, more freshness.

347
00:15:56,456 --> 00:15:57,560
Three times fresher.

348
00:15:57,623 --> 00:16:00,570
Things like that that are,
you know, more of that positive benefit,

349
00:16:00,626 --> 00:16:03,470
When it comes down to cost
and things like that,

350
00:16:03,596 --> 00:16:05,303
do we have to have
a sideline conversation about that?

351
00:16:05,398 --> 00:16:07,344
About what things will cost
in this film, or what?

352
00:16:07,433 --> 00:16:09,572
- Yeah, to participate.
- No, we can talk about it now.

353
00:16:09,769 --> 00:16:11,112
Okay. What do you project?

354
00:16:11,270 --> 00:16:13,147
We're trying to sell
the above-the-title sponsorship,

355
00:16:13,239 --> 00:16:15,583
the naming rights for a million dollars.

356
00:16:15,741 --> 00:16:17,414
All the way down to brand partners

357
00:16:17,577 --> 00:16:21,821
who will come in for anywhere
from $25,000 to $100,000.

358
00:16:21,914 --> 00:16:24,087
What about concerns that you would have,

359
00:16:24,650 --> 00:16:26,186
or things that you would be worried about?

360
00:16:26,285 --> 00:16:28,993
You have a somewhat
controversial reputation,

361
00:16:29,088 --> 00:16:32,092
How can you assure us
that it'll be done in a positive light?

362
00:16:32,258 --> 00:16:34,602
I think, when it comes to
all of the brand partners...

363
00:16:34,827 --> 00:16:38,434
Like the way that Ban
will be portrayed in the Elm will be...

364
00:16:38,698 --> 00:16:40,041
There's no way I would disparage Ban

365
00:16:40,199 --> 00:16:41,837
because, again, at the end of the day
you are my partner.

366
00:16:41,934 --> 00:16:43,675
- I think that was the main concern.
- Yeah.

367
00:16:43,803 --> 00:16:45,510
I don't know that we have...

368
00:16:45,605 --> 00:16:47,380
We're pretty excited about it,

369
00:16:47,473 --> 00:16:48,884
Is there a number that you guys want to hit

370
00:16:48,975 --> 00:16:51,182
that's the amount you'd want
to commit to something like this?

371
00:16:52,211 --> 00:16:54,851
I think in that 50-range.
I think you were talking...

372
00:16:55,047 --> 00:16:57,459
- Amazing! That's great. Great to meet you.
- Great to meet you.

373
00:16:57,517 --> 00:16:58,860
- Great meeting you.
- Great presentation,

374
00:16:58,951 --> 00:17:01,454
- Thank you,
- We're really looking f onward to it,

375
00:17:02,121 --> 00:17:04,692
One down, about 15 to go,

376
00:17:05,658 --> 00:17:07,968
But I mean, as they say,

377
00:17:08,961 --> 00:17:10,531
smells like a brand new day.

378
00:17:10,696 --> 00:17:11,902
With Ban on board,

379
00:17:11,998 --> 00:17:14,478
Richard thought I should talk
ta an old lawyer friend of his.

380
00:17:14,634 --> 00:17:16,910
That way I know exactly what I can
promise folks,

381
00:17:17,003 --> 00:17:19,176
not to mention, what I can
and cant say about them.

382
00:17:19,238 --> 00:17:20,683
- Hey, Rick?
- YES,

383
00:17:20,740 --> 00:17:23,152
- Hi. I'm Morgan Spurlock.
- Hi. Nice to see you.

384
00:17:23,209 --> 00:17:24,415
- Good to see you. How've you been?
- Good.

385
00:17:24,977 --> 00:17:27,583
Richard called you,
told you about the mm we're about to make

386
00:17:27,680 --> 00:17:30,422
and we need some real legal advice.

387
00:17:30,983 --> 00:17:33,054
We're making a movie called
The Greatest Movie Ever Sold.

388
00:17:33,152 --> 00:17:34,324
The most important question,

389
00:17:34,387 --> 00:17:37,061
what's going to keep me
from getting sued in making this movie?

390
00:17:37,156 --> 00:17:38,567
I think you'll probably be okay

391
00:17:38,658 --> 00:17:42,435
because the whole set up of the Elm
establishes the context.

392
00:17:42,528 --> 00:17:45,998
So I can say something's the "greatest"
and not have an issue with it?

393
00:17:46,332 --> 00:17:47,402
YES,

394
00:17:47,500 --> 00:17:51,505
Film can be a documentary,
in which case everything should be real,

395
00:17:51,671 --> 00:17:53,344
and Elm can be completely Fiction.

396
00:17:53,406 --> 00:17:58,287
And most commercials, most advertising
is slice of life, it's completely fictional.

397
00:17:58,411 --> 00:18:02,018
The flip side Of that,
we sometimes call "faction. "

398
00:18:02,081 --> 00:18:03,355
So wait, What's "faction"?

399
00:18:03,616 --> 00:18:06,722
Faction is when you've combined
documentary,

400
00:18:06,786 --> 00:18:12,134
or factual, or historical information
with speculation or notion.

401
00:18:12,391 --> 00:18:15,736
Where you've got a mix of fact

402
00:18:15,895 --> 00:18:21,106
and then something that you as a director,
or an author writing a book,

403
00:18:21,367 --> 00:18:24,940
really has an obligation
to indicate to the audience

404
00:18:25,404 --> 00:18:30,877
what is the historical fact and what is
the speculation in a typical work of faction,

405
00:18:30,943 --> 00:18:34,891
If I say that these are the greatest sunglasses
anybody could ever wear,

406
00:18:35,047 --> 00:18:36,253
in The Greatest Movie Ever Sold.

407
00:18:36,382 --> 00:18:38,259
Can I... On the inverse,

408
00:18:38,384 --> 00:18:41,729
can I say that every other sunglasses
are the worst sunglasses ever made?

409
00:18:41,921 --> 00:18:45,130
You know, if you're saying everything
that's a sponsor is the greatest

410
00:18:45,224 --> 00:18:47,431
and everything else is trash,

411
00:18:47,493 --> 00:18:50,235
people seeing the film are going to get
that you're making a point

412
00:18:50,396 --> 00:18:53,138
and that it's not a personal endorsement.

413
00:18:53,232 --> 00:18:57,510
So, you're a very powerful attorney
here in New York City.

414
00:18:57,603 --> 00:18:59,276
You're a partner in the firm.

415
00:18:59,505 --> 00:19:01,416
So how much did this hour just cost me?

416
00:19:03,009 --> 00:19:05,011
My rate's $770 an hour,

417
00:19:05,845 --> 00:19:10,089
But, advertising has its value
so this is advertising for me,

418
00:19:10,249 --> 00:19:14,026
So the question is how much
does it cost me to be in your movie?

419
00:19:15,287 --> 00:19:18,461
Ah' the big Hollywood blockbusters have
tie-ins with fast food restaurants.

420
00:19:18,791 --> 00:19:20,270
Cups, toys, you name it.

421
00:19:20,760 --> 00:19:22,296
None of those guys would calf me back.

422
00:19:22,528 --> 00:19:24,633
Bu! I did find one
Central Pennsylvania staple

423
00:19:24,764 --> 00:19:26,766
who thought this could be right
up their alley,

424
00:19:27,099 --> 00:19:31,673
They were so excited they even flew me
to their offices in their private plane.

425
00:19:32,872 --> 00:19:34,783
As I said, I am a fan of Sheetz.

426
00:19:35,341 --> 00:19:37,116
I love Sheetz,

427
00:19:37,176 --> 00:19:39,281
- Are you blowing sunshine up our ass?
- I am.

428
00:19:39,345 --> 00:19:40,619
- Okay.
- In a great way,

429
00:19:41,614 --> 00:19:43,389
Shameless marketing,

430
00:19:43,482 --> 00:19:46,656
More shameless plugs,
that's what we want to do for Sheetz,

431
00:19:46,786 --> 00:19:48,060
We're going to be traveling around talking

432
00:19:48,154 --> 00:19:51,067
about the impact of product placement,
marketing and advertising,

433
00:19:51,157 --> 00:19:53,967
talking to people along the way.
And where better to talk to people,

434
00:19:54,393 --> 00:19:56,202
- than at a Sheetz?
- True.

435
00:19:56,295 --> 00:19:57,706
At a gas pump,

436
00:19:57,797 --> 00:19:59,868
I want to hear people,
what they think about products,

437
00:19:59,965 --> 00:20:01,137
What do they think about Sheetz?

438
00:20:01,200 --> 00:20:02,838
And again,
when we're going to interview people

439
00:20:02,902 --> 00:20:05,906
we wanna make sure we interview people
right inside of a Sheetz location.

440
00:20:06,238 --> 00:20:08,343
We want ID Sit down and have interviews
With someone Who...

441
00:20:08,407 --> 00:20:10,717
- Have a sandwich.
- Yeah, we'll have a sandwich.

442
00:20:10,910 --> 00:20:13,720
Here I am enjoying a meatball sub
talking to this gentleman.

443
00:20:13,813 --> 00:20:16,020
We're talking about product placement,

444
00:20:16,248 --> 00:20:19,092
And so maybe we'll talk to somebody
who's against product placement,

445
00:20:19,185 --> 00:20:21,495
who's against advertising,
against marketing in Elms.

446
00:20:21,654 --> 00:20:23,531
We'll talk to them inside of a Sheetz,

447
00:20:23,723 --> 00:20:26,431
- While they have the product in their hand,
- Of course. That's the best part.

448
00:20:26,525 --> 00:20:28,334
Cool. All right, yeah,

449
00:20:28,994 --> 00:20:31,031
And for me, what I'm really excited about,

450
00:20:31,163 --> 00:20:34,542
is to have Sheetz be the home
of our collector cups.

451
00:20:34,900 --> 00:20:38,541
Of course, the fleet truck,
for The Greatest Movie Ever Sold.

452
00:20:38,604 --> 00:20:41,744
There's the cup where you'll get
The Greatest Floozie You'll Ever Drink,

453
00:20:41,841 --> 00:20:42,842
Right inside there,

454
00:20:42,908 --> 00:20:45,855
And of course, "Holy Sheetz,
I can't believe how many choices there are!"

455
00:20:46,278 --> 00:20:48,849
"Collect all four at your Sheetz. "

456
00:20:49,548 --> 00:20:52,290
See? First time ever,
documentary with collector cups,

457
00:20:52,785 --> 00:20:54,423
They're going to be on that like a wet T-shirt,

458
00:20:54,553 --> 00:20:57,762
That's right. That's big right there,
That's big,

459
00:20:57,923 --> 00:21:00,961
What do you think are the probability
of negative press is?

460
00:21:01,060 --> 00:21:05,372
Is that, like, "Here's this jerk who's making

461
00:21:05,431 --> 00:21:09,641
"this horrible, horrible marketing movie

462
00:21:09,869 --> 00:21:12,713
"with the assumption
that Americans are idiots. "

463
00:21:13,305 --> 00:21:16,047
Okay? And then that's what they talk about
on E! or something.

464
00:21:16,108 --> 00:21:20,318
"Morgan is an idiot and he
thinks all of Americans are idiots

465
00:21:20,412 --> 00:21:23,052
"and all the people who sponsored
this film are idiots.

466
00:21:23,149 --> 00:21:25,891
"They're bigger idiots. "
What does that do 10 Our brand?

467
00:21:25,985 --> 00:21:29,296
This Elm will literally talk
about this thing that is in front of all of us.

468
00:21:29,388 --> 00:21:31,595
That is, literally, right there every day

469
00:21:31,657 --> 00:21:33,637
and bring it home in a way
that just makes us think about it,

470
00:21:33,726 --> 00:21:36,104
recognize it. I don't think
people will look at you like you're stupid,

471
00:21:36,162 --> 00:21:39,075
I think people will look at you like,
"These people were brave enough

472
00:21:39,231 --> 00:21:41,302
"to be a par! of this because
they're not afraid of their brand,"

473
00:21:41,400 --> 00:21:42,401
Is there a plot?

474
00:21:42,802 --> 00:21:44,475
Or is it just shameless marketing?

475
00:21:44,603 --> 00:21:50,110
No. The plot is literally me trying to find
the people to support a film like this,

476
00:21:50,442 --> 00:21:53,912
that talks about the topic. This is the,"
This is the movie right now.

477
00:21:54,113 --> 00:21:55,524
This is it. it's happening,

478
00:21:55,614 --> 00:21:59,084
Is there a base number, though,
of what you guys are comfortable saying,

479
00:21:59,251 --> 00:22:00,992
- "We'll commit to this"?
- YES.

480
00:22:01,120 --> 00:22:04,192
A hundred.
We had Said We'd commit to 100 as a base

481
00:22:04,857 --> 00:22:07,428
- Thank you. It was a pleasure.
- It was a pleasure to meet you,

482
00:22:08,194 --> 00:22:09,605
Can we take these mics off?

483
00:22:09,762 --> 00:22:11,673
Couldn't have gone any better than that
I don't think.

484
00:22:12,431 --> 00:22:13,535
Or maybe it could have,

485
00:22:13,766 --> 00:22:15,677
I don't know
if he's blowing sunshine up our ass

486
00:22:15,768 --> 00:22:19,773
trying to get money out of us, or...
You know, I mean, what's going on here?

487
00:22:19,839 --> 00:22:22,183
This is all about marketing,
you know what I mean?

488
00:22:22,541 --> 00:22:24,817
Are we really friends yet?

489
00:22:25,344 --> 00:22:27,153
I don't know if we're friends yet.

490
00:22:27,346 --> 00:22:29,019
Meanwhile, on the other side of the country,

491
00:22:29,114 --> 00:22:31,560
I Think I may have
finally found a drink sponsor

492
00:22:31,650 --> 00:22:33,994
Iris not Coke or Pepsi
They wouldn’t call me back either

493
00:22:34,053 --> 00:22:37,227
It tums out; though, that POM Wonderful
100% Pomegranate Juice

494
00:22:37,323 --> 00:22:42,170
is filled with antioxidants,
is apparently 40% as effective as Viagra,

495
00:22:42,228 --> 00:22:46,802
and is a multimillion dollar corporation
that takes a unique approach to marketing.

496
00:22:46,866 --> 00:22:50,006
The way that I wanna see POM,
or when we first see POM in the movie,

497
00:22:50,135 --> 00:22:52,411
or End out you are on, is we get the call.

498
00:22:52,905 --> 00:22:55,476
Maybe you guys are gonna be in,
"We're gonna do it.

499
00:22:55,541 --> 00:22:56,849
"We wanna be the official beverage. "

500
00:22:56,976 --> 00:22:59,980
And so then every other beverage
in the movie is blurred out.

501
00:23:00,846 --> 00:23:03,087
We will never see
another beverage in the movie,

502
00:23:03,182 --> 00:23:05,184
Every other thing will start to become blurry
except for POM.

503
00:23:05,251 --> 00:23:06,924
There's been all those times where

504
00:23:07,019 --> 00:23:08,521
there's been product placement in movies

505
00:23:08,587 --> 00:23:10,396
and integration.
We want to take it one step further

506
00:23:10,489 --> 00:23:14,198
where we want to be the first movie ever
to actually have 30-second commercials

507
00:23:14,260 --> 00:23:15,568
right in the middle of the film.

508
00:23:16,095 --> 00:23:20,100
So we're gonna shoot commercial spots.
There'll be three spots throughout the mm,

509
00:23:20,199 --> 00:23:22,076
as I said, our top three sponsors.

510
00:23:22,268 --> 00:23:23,338
The above-the-title sponsors

511
00:23:23,402 --> 00:23:25,279
and the other two which
will have 30 second spots

512
00:23:25,371 --> 00:23:27,248
of which POM would be a great commercial,

513
00:23:27,339 --> 00:23:29,580
We have some really good ideas
that we could do something with that.

514
00:23:29,675 --> 00:23:32,053
There's no better marketer than NASCAR,

515
00:23:32,344 --> 00:23:35,917
NASCAR does a great job about showing
their loyalty to brands,

516
00:23:36,081 --> 00:23:38,254
showing their partners
with brand sponsorships,

517
00:23:38,350 --> 00:23:41,263
and one of the things they do so well
is the NASCAR suit.

518
00:23:41,420 --> 00:23:43,263
The Greatest Movie Ever Sold
needs to have a suit,

519
00:23:43,355 --> 00:23:46,199
So then, when I go out and go
on the late night programs,

520
00:23:46,258 --> 00:23:49,296
of course I'll be wearing
my Greatest Movie Ever Sold suit,

521
00:23:49,395 --> 00:23:52,399
which of course will have
a giant POM Wonderful logo on it,

522
00:23:52,464 --> 00:23:54,910
Other sponsor logos, you know,
covering it throughout.

523
00:23:55,234 --> 00:23:56,304
And So that's me end,

524
00:23:56,402 --> 00:23:58,245
As you can see
I'm at the end of my POM bottle,

525
00:23:58,304 --> 00:23:59,544
Look how happy I am,

526
00:24:00,039 --> 00:24:03,145
And so we would love
to have you guys be the official beverage,

527
00:24:03,242 --> 00:24:05,620
What questions do you have for me?
What can I answer for you?

528
00:24:05,711 --> 00:24:10,820
We're an extremely high quality product
with a real brand image to uphold,

529
00:24:11,550 --> 00:24:14,087
How do we know that the other sponsors
you're gonna put in the film

530
00:24:14,153 --> 00:24:15,564
are com compatible with that?

531
00:24:15,721 --> 00:24:18,395
The brands we wanna go after
are the brands that really reflect

532
00:24:18,557 --> 00:24:21,663
what I think the movie stands for,
what I stand for.

533
00:24:22,294 --> 00:24:24,467
Doing something different,
doing something innovative.

534
00:24:24,563 --> 00:24:29,512
We think that you represent POM in a way,
and POM represents you.

535
00:24:29,601 --> 00:24:31,444
We're compatible together.

536
00:24:31,837 --> 00:24:33,578
So that's why I'm attracted to it.

537
00:24:33,906 --> 00:24:37,183
The other thing is full transparency
is very important to us.

538
00:24:37,509 --> 00:24:40,353
I think it's important that people
know how much we spent

539
00:24:40,446 --> 00:24:44,417
to get in this movie
and that we actually paid for it, because,"

540
00:24:44,516 --> 00:24:46,257
- Why not?
- Do you have any concerns?

541
00:24:46,518 --> 00:24:47,861
Of course,

542
00:24:48,587 --> 00:24:51,295
I wouldn't be a Jewish mother
if I didn't have concerns.

543
00:24:51,924 --> 00:24:57,033
But par! of being out there and being
successful is taking chances,

544
00:24:57,196 --> 00:24:58,300
You know?

545
00:24:58,430 --> 00:25:01,274
So this is uncharted territory,
which is exciting for us.

546
00:25:01,433 --> 00:25:03,310
- POM was uncharted territory.
- Right.

547
00:25:03,602 --> 00:25:08,176
So on your title card, it said
"Brand X - The Greatest Movie Ever Sold,"

548
00:25:08,340 --> 00:25:11,514
Is Brand X what you're going to put on there
or are you open to...

549
00:25:11,610 --> 00:25:13,180
No, it's going to be POM Wonderful,

550
00:25:13,312 --> 00:25:15,883
- Is it gonna be POM Wonderful?
- Well, I mean, it could be,

551
00:25:16,015 --> 00:25:19,326
- If we make a deal.
- Now we're getting down to brass lacks,

552
00:25:19,518 --> 00:25:23,989
If you want to be Brand X,
which I would love for POM to be Brand X...

553
00:25:24,690 --> 00:25:27,136
POM Wonderful presents
The Greatest Movie Ever Sold.

554
00:25:27,292 --> 00:25:29,670
We wanna sell the above-the-title
sponsorship for a million dollars.

555
00:25:29,728 --> 00:25:33,642
Does a million dollars come
with 100% complete satisfaction guarantee?

556
00:25:33,966 --> 00:25:35,309
For me? Yes.

557
00:25:49,081 --> 00:25:51,322
Talk about the amenities
that the Hyatt has to offer,

558
00:25:54,653 --> 00:25:59,033
In the film, I'll come visit you guys
and pitch you about being in the film,

559
00:25:59,091 --> 00:26:01,537
Have you ever done any product placement
or anything like this?

560
00:26:01,593 --> 00:26:02,594
NO,

561
00:26:02,694 --> 00:26:05,004
And now I'd rather know what we get?
What do we get?

562
00:26:05,230 --> 00:26:06,732
- So, are you in?
- We're in.

563
00:26:09,668 --> 00:26:11,773
Mini Cooper,
official car of The Greatest Movie Ever Sold.

564
00:26:11,870 --> 00:26:12,940
Are we getting seven?

565
00:26:30,689 --> 00:26:33,033
Maybe I shouldn’t be celebrating just yet.

566
00:26:33,092 --> 00:26:35,197
Even with ah' these brands signed
on to the movie,

567
00:26:35,260 --> 00:26:37,536
believe it or not
POM just won? give me the million dollars.

568
00:26:37,863 --> 00:26:40,776
For that to happen, I have to accomplish
a lot of other things.

569
00:26:40,866 --> 00:26:43,369
Like show on over 250 screens worldwide,

570
00:26:43,435 --> 00:26:45,540
Sell 500000 downloads and DVDS,

571
00:26:45,704 --> 00:26:48,082
generate more than 600 million
media impressions,

572
00:26:48,140 --> 00:26:50,711
and make more than $10 miff ion
at the box office.

573
00:26:50,976 --> 00:26:53,217
And then there's
what's in all other contracts!

574
00:26:53,745 --> 00:26:57,056
I can only stay at a Hyatt
/have to pump gas at a Sheetz,

575
00:26:57,216 --> 00:26:59,287
I can only eat Amy's Pizza,

576
00:26:59,384 --> 00:27:01,887
I can? disparage
the entire country of Germany

577
00:27:01,987 --> 00:27:04,991
and I have to conduct an interview
in one of JetBLue's aircraft.

578
00:27:05,090 --> 00:27:07,127
Ana that's just me rip of the iceberg.

579
00:27:08,327 --> 00:27:09,635
As all these contracts are coming in,

580
00:27:09,728 --> 00:27:14,143
I'm just a bit overwhelmed,
at a loss, confused.

581
00:27:14,233 --> 00:27:18,943
So with POM, based on this contract,
can I drink anything else in the movie?

582
00:27:19,004 --> 00:27:20,074
I don't think you can,

583
00:27:20,172 --> 00:27:23,244
And I would certainly recommend against it
because, I think it sort of goes...

584
00:27:23,308 --> 00:27:25,618
Even if there's not an explicit prohibition,

585
00:27:25,677 --> 00:27:29,454
you've got to show some deference
to this sponsor and this product.

586
00:27:29,748 --> 00:27:32,592
It says here we're gonna give them the right
to use content of the mm,

587
00:27:32,651 --> 00:27:34,927
Do we get to decide what content that is?

588
00:27:35,154 --> 00:27:39,796
Most of these sponsors are looking
for sort of a reciprocal quid pro quo thing

589
00:27:39,992 --> 00:27:44,441
where you're gonna use their brands,
but they do want a piece of this movie

590
00:27:44,596 --> 00:27:46,507
and to be able to associate themselves
with the movie

591
00:27:46,598 --> 00:27:49,101
and with the valuable name
and image of Morgan Spurlock,

592
00:27:49,334 --> 00:27:52,645
They're asking for final approval of the Elm.
Do we have to show them the whole movie?

593
00:27:52,771 --> 00:27:54,011
If they have have approval of the whole mm,

594
00:27:54,106 --> 00:27:55,847
yes, you'd have to show them
the whole movie.

595
00:27:55,941 --> 00:27:57,682
But do... We don't have to...

596
00:27:57,776 --> 00:28:00,484
Do we have to do that
or can we just show them pieces of the film?

597
00:28:00,646 --> 00:28:02,455
This is a multi-national brand,

598
00:28:02,781 --> 00:28:06,058
and they're very protective
about how they're going to be perceived,

599
00:28:06,151 --> 00:28:07,528
and how their brand is going to be perceived.

600
00:28:07,853 --> 00:28:09,560
I feel like we're losing...

601
00:28:09,655 --> 00:28:12,135
I'm gonna lose the ability
to actually have control over the movie,

602
00:28:13,859 --> 00:28:16,135
And I just need you to tell me",

603
00:28:16,795 --> 00:28:18,570
Or you tell me if I am,

604
00:28:18,664 --> 00:28:21,372
I just wanna know that
I can still make the movie I wanna make.

605
00:28:21,533 --> 00:28:23,240
How much influence
are they gonna have over the movie?

606
00:28:23,468 --> 00:28:25,072
It depends on the movie
that you wanna make.

607
00:28:25,370 --> 00:28:27,179
At the end of the day, it's your voice

608
00:28:28,407 --> 00:28:32,719
and it's gonna be your reputation
as a filmmaker that you have to protect,

609
00:28:32,878 --> 00:28:38,419
You have to stand up
for what you believe is working for the mm

610
00:28:38,517 --> 00:28:40,690
and what isn't working for the film.

611
00:28:40,986 --> 00:28:42,397
- You have a couple of choices,
- Okay.

612
00:28:42,487 --> 00:28:46,367
One choice is to allow yourself
to be co-opted a little bit.

613
00:28:47,259 --> 00:28:50,103
That's you know...
You dip your toe in the water,

614
00:28:50,562 --> 00:28:52,405
Pretty soon you're putting your foot
in the water,

615
00:28:52,497 --> 00:28:53,874
pretty soon you're swimming,

616
00:28:53,932 --> 00:28:55,741
And you don't think you're changing,

617
00:28:56,101 --> 00:28:58,012
You just say, "Okay, I'll do a little more,"

618
00:28:58,370 --> 00:29:01,010
You end up swimming,
that's what they're anticipating,

619
00:29:01,173 --> 00:29:03,414
The other option is to resist,

620
00:29:04,009 --> 00:29:07,752
and maybe end up in Montana
growing your own food,

621
00:29:08,113 --> 00:29:12,027
This movie is actually documentary evidence

622
00:29:12,884 --> 00:29:15,797
of how fucked up marketing is,

623
00:29:16,088 --> 00:29:18,261
It's shrill, it's ever-present.

624
00:29:19,925 --> 00:29:24,135
Whatever... If there was ever anything
pristine about the world we live in,

625
00:29:24,229 --> 00:29:25,401
it no longer is, right?

626
00:29:25,464 --> 00:29:30,072
Because you can't go anywhere
without encountering this stuff.

627
00:29:30,402 --> 00:29:32,575
First thought,
what's it gonna do to Morgan Spurlock?

628
00:29:33,238 --> 00:29:36,776
And what's it going to do
to the satire and the spoof?

629
00:29:37,142 --> 00:29:40,646
Because you can satirize and spoof yourself
out of your objective.

630
00:29:41,213 --> 00:29:45,389
But out of this mm might come
a transformed, commercialized,

631
00:29:45,717 --> 00:29:48,061
corporatized Morgan Spurlock,

632
00:29:48,587 --> 00:29:51,067
And you'll never be able
to shake the identity.

633
00:29:51,823 --> 00:29:54,064
That's your peril. That's your challenge,

634
00:29:54,559 --> 00:29:56,732
Well, have you got a pair of these?

635
00:29:58,797 --> 00:30:01,107
- They're giving you products, too?
- These are Merrells.

636
00:30:01,166 --> 00:30:03,476
You're gonna be completely clothed
with their products?

637
00:30:03,568 --> 00:30:05,411
Absolutely. And this is a fantastic shoe.

638
00:30:05,470 --> 00:30:07,416
- What is it?
- This is B Merrell,

639
00:30:08,106 --> 00:30:09,517
- Merrell?
- Merrell, yeah,

640
00:30:09,841 --> 00:30:12,583
- Where is it made?
- Merrell, they're made in America,

641
00:30:12,644 --> 00:30:13,679
- Wow.
- Yeah,

642
00:30:14,346 --> 00:30:15,848
Right here in the US of A,

643
00:30:16,248 --> 00:30:18,319
- Is it new?
- They've been out a few years.

644
00:30:18,417 --> 00:30:19,623
I've had a pair of these before,

645
00:30:19,751 --> 00:30:21,924
and so we called them because actually,
I'm a fan.

646
00:30:22,020 --> 00:30:24,626
- Yeah, how's the arch support?
- it's great.

647
00:30:24,856 --> 00:30:26,597
- And the water?
- The waters good,

648
00:30:26,692 --> 00:30:28,763
They make boots that are waterproof as well.

649
00:30:28,927 --> 00:30:32,534
- So where are they sold?
- They're sold in outdoor stores and,"

650
00:30:32,631 --> 00:30:34,042
- Catalogs?
- And catalogs,

651
00:30:34,132 --> 00:30:35,805
Merrell. com, at their website.

652
00:30:37,502 --> 00:30:38,776
- I'll have to look at that,
- Yeah,

653
00:30:38,837 --> 00:30:40,874
- Yeah. This is a good shoe.
- Yeah.

654
00:30:57,389 --> 00:30:59,164
Tell you one thing I'm glad of,

655
00:30:59,224 --> 00:31:02,296
is that I'm not driving some
piece of shit Volkswagen right now.

656
00:31:03,495 --> 00:31:05,304
Like, this car runs so good.

657
00:31:05,364 --> 00:31:08,243
It is, like, the greatest machine
you could have on the road.

658
00:31:08,333 --> 00:31:10,506
Gets the best gas mileage. It looks amazing,

659
00:31:10,569 --> 00:31:13,175
How good do these cars look?
They look incredible.

660
00:31:15,173 --> 00:31:16,846
Everybody seems to have a differing opinion,

661
00:31:16,975 --> 00:31:19,216
Can you still have credibility
once a brand gets involved?

662
00:31:19,311 --> 00:31:20,881
I would argue it depends
on what kind of show it is.

663
00:31:20,979 --> 00:31:25,223
If it's like a GRAMMY...
An Emmy Award winning drama,

664
00:31:25,317 --> 00:31:27,729
- like, I don't know, ER...
- Law & Order

665
00:31:27,819 --> 00:31:31,232
Law & Order:
I would say that's a little more foreign,

666
00:31:31,323 --> 00:31:33,701
If it's more of a breezy show,
or a reality show...

667
00:31:33,825 --> 00:31:35,896
Reality and sports, all bets are off already.

668
00:31:36,061 --> 00:31:38,371
It's already off.
Another question is comedies and dramas,

669
00:31:38,497 --> 00:31:41,171
That's the prime real-estate of network TV.

670
00:31:41,333 --> 00:31:44,109
What is the most egregious
product placement you've ever seen?

671
00:31:44,202 --> 00:31:48,207
In the last two years, we're seeing people
say things in dialog

672
00:31:48,273 --> 00:31:49,718
that WAS intended for the show.

673
00:31:49,841 --> 00:31:51,377
"I couldn't have been here
without Dr. Pepper!"

674
00:31:51,443 --> 00:31:53,252
Maybe if you stopped drinking
so much Dr. Pepper.

675
00:31:53,345 --> 00:31:54,346
We're on a road trip.

676
00:31:54,413 --> 00:31:56,552
Drinking Dr. Pepper
is practically a requirement,

677
00:31:56,615 --> 00:31:58,185
"I love that Subway $5 Footlong!"

678
00:31:58,383 --> 00:31:59,384
What can I do for you, son?

679
00:31:59,518 --> 00:32:01,589
I got an extra Chicken Teriyaki Footlong.

680
00:32:01,686 --> 00:32:04,360
I thought someone would be interested in.

681
00:32:04,623 --> 00:32:06,796
- I think that's really...
- That's fantastic.

682
00:32:06,892 --> 00:32:08,269
Holy mother, whats going on there?

683
00:32:08,460 --> 00:32:10,633
- No one says that, no one acts that way...
- Nobody acts that way.

684
00:32:10,729 --> 00:32:13,767
No one acts that way.
It's always unnatural and it's forced-

685
00:32:13,865 --> 00:32:16,038
it's so forced that you go,
"I'm not watching a show,

686
00:32:16,101 --> 00:32:18,479
"I'm watching a commercial. "
And that ruins the whole experience,

687
00:32:18,870 --> 00:32:22,113
Brian Steinberg may hate it
when product placement is too obvious,

688
00:32:22,207 --> 00:32:23,709
but since Pm contractually obligated,

689
00:32:23,775 --> 00:32:27,086
to do an interview in JetBlue's
new state-of-the-art Terminal 5,

690
00:32:27,379 --> 00:32:29,052
I thought this would be a great place

691
00:32:29,114 --> 00:32:31,151
to talk to someone who thinks
the bigger problem

692
00:32:31,249 --> 00:32:33,786
is that people don? know
they're being advertised to.

693
00:32:34,252 --> 00:32:35,754
Robert Weissman is the president

694
00:32:35,821 --> 00:32:37,892
of the consumer advocacy group
Public Citizen,

695
00:32:37,956 --> 00:32:39,799
and he’s championing a radical way

696
00:32:39,891 --> 00:32:42,428
to differentiate advertisements
from entertainment.

697
00:32:42,894 --> 00:32:45,170
With product placement,
what do you think Should be done?

698
00:32:45,897 --> 00:32:47,342
In Elms and television...

699
00:32:47,499 --> 00:32:49,445
The most important thing,
especially for television,

700
00:32:49,501 --> 00:32:52,243
is to have simultaneous labeling

701
00:32:52,304 --> 00:32:55,444
that people are being hit with an
advertisement at the moment they are,

702
00:32:55,507 --> 00:32:57,180
- Right.
- There should be some little pop-up

703
00:32:57,275 --> 00:32:58,982
that comes on and says, "Advertisement. "

704
00:32:59,077 --> 00:33:01,751
It could be a scroll at the bottom,
a little pop-up, whatever.

705
00:33:01,813 --> 00:33:03,349
At the moment that people
are being advertised to

706
00:33:03,448 --> 00:33:05,428
they should know
they're being advertised to,

707
00:33:05,650 --> 00:33:11,100
The advertisers in the television industry
say, “The horror! That'd be terrible. "

708
00:33:11,189 --> 00:33:12,998
Because it would create clutter
on the screen.

709
00:33:13,091 --> 00:33:14,832
- Right.
- But anyone who's watched television

710
00:33:14,993 --> 00:33:16,836
fol" betweeen"I three and 10 seconds

711
00:33:16,928 --> 00:33:20,501
knows there's tons of clutter on the screen
almost all the time

712
00:33:20,599 --> 00:33:24,103
There's the logo for the network,
there's pop-up advertisements,

713
00:33:24,169 --> 00:33:26,445
- there's emergency things going across",
- Yeah,

714
00:33:26,505 --> 00:33:28,712
...different programs,
there's two streams going across,

715
00:33:28,807 --> 00:33:30,616
and other stuff on the side,

716
00:33:30,709 --> 00:33:33,189
so there's already tons of clutter.

717
00:33:33,278 --> 00:33:38,557
If they can do clutter for advertisement,
they can do a little additional piece

718
00:33:38,650 --> 00:33:44,692
to tell people that even in the core program,
they're being exposed to an advertisement.

719
00:33:44,789 --> 00:33:49,204
Robert Weissman loooves JetBlue!
Happy Jetting!

720
00:33:49,861 --> 00:33:51,340
Wow, gosh, Morgan,

721
00:33:52,230 --> 00:33:54,676
Pretty clever.
Thanks for Hying me here for that,

722
00:33:56,167 --> 00:33:58,147
I guess you have more power than I thought,

723
00:34:00,672 --> 00:34:03,482
While Robert may be leading the charge
to get rid of product placement

724
00:34:03,642 --> 00:34:05,383
another guy practically invented it.

725
00:34:05,911 --> 00:34:08,824
In Hollywood, if you need a can
you call Norm.

726
00:34:09,381 --> 00:34:11,827
If you need a been you ca! Norm.

727
00:34:12,050 --> 00:34:16,089
In fact, if you need just about anything,
you ca! one man,

728
00:34:16,655 --> 00:34:17,827
Norm Marshall.

729
00:34:18,023 --> 00:34:19,661
If anyone can tell me how much influence

730
00:34:19,724 --> 00:34:22,728
brands are going to have
over my movie, it's him.

731
00:34:23,228 --> 00:34:25,230
Years ago, we represented Alka-Seltzer,

732
00:34:25,330 --> 00:34:31,076
And we got a call from one of our friends
and he said,

733
00:34:31,169 --> 00:34:33,615
"Hey, the director just called a shot

734
00:34:33,705 --> 00:34:35,912
"and he wants the character, it's a comedy...

735
00:34:36,007 --> 00:34:38,351
"And he wants the character
to chew an Alka-Seltzer tablet

736
00:34:38,410 --> 00:34:40,014
"and then foam at the mouth. "

737
00:34:40,078 --> 00:34:43,890
We immediately jumped in the middle of it
and had a direct call to the director

738
00:34:43,949 --> 00:34:48,056
who immediately started giving me
some push-back and I, you know...

739
00:34:48,386 --> 00:34:49,387
We couldn't resolve it,

740
00:34:49,454 --> 00:34:54,267
so I called the transportation coordinator
and said "Billy, bring all the cars back. "

741
00:34:54,693 --> 00:34:59,938
So Billy went to the producer and said,
"How'd you piss off Norm Marshall?"

742
00:35:00,532 --> 00:35:02,944
"Well, I just was talking to him
about this Alka-Seltzer thing"

743
00:35:03,034 --> 00:35:04,604
"Well, he wants all his cars back. "

744
00:35:04,703 --> 00:35:07,877
And then he calls back and says,
"We've changed the Alka-Seltzer scene,"

745
00:35:07,973 --> 00:35:11,443
So those are the kinds of things
that you can't do from Madison Avenue,

746
00:35:11,543 --> 00:35:16,049
or whatever, and that's how fluid
the industry is, it changes very...

747
00:35:16,147 --> 00:35:17,558
- On a moment.
- Yeah.

748
00:35:17,616 --> 00:35:19,994
Who has more power and influence
in Hollywood, writers or brands?

749
00:35:22,087 --> 00:35:25,296
The individual writer on the individual show,
if that show is successful,

750
00:35:25,390 --> 00:35:27,836
has more power than the individual brand,

751
00:35:27,926 --> 00:35:31,305
but overall there is going to be a moment,
and I don't think it's very far off,

752
00:35:31,396 --> 00:35:35,469
where the larger brands,
meaning the larger advertisers,

753
00:35:35,600 --> 00:35:39,241
can dictate to the network the conditions
under which they're prepared to advertise,

754
00:35:39,404 --> 00:35:40,940
Do you guys ever
recommend script changes?

755
00:35:41,239 --> 00:35:42,240
- Absolutely,
- Yeah.

756
00:35:42,307 --> 00:35:43,786
- Doesn't always happen, but,"
- Right.

757
00:35:50,248 --> 00:35:52,785
Thank you for calling
Straight Arrow Products.

758
00:35:56,655 --> 00:35:58,259
I've gotta try to keep a straight face,

759
00:35:59,824 --> 00:36:01,326
Are you there? Hello?

760
00:36:01,760 --> 00:36:03,330
- Hello,
- Hey

761
00:36:03,595 --> 00:36:06,508
We just wanted to get a feel
for the idea of the scene

762
00:36:06,598 --> 00:36:09,442
- and how you were gonna position...
- For us, the whole goal

763
00:36:09,501 --> 00:36:12,812
is to try and put something in there...
Products that we think that are interesting,

764
00:36:12,871 --> 00:36:15,818
that could be fun, that at the same time
represent an extension",

765
00:36:15,874 --> 00:36:17,820
The extension
of what we're trying to make with this film,

766
00:36:17,942 --> 00:36:19,785
That’s good
'cause that's what we liked about it.

767
00:36:19,878 --> 00:36:22,791
Because again, the image
is to keep Mane 'n Tail fun.

768
00:36:22,981 --> 00:36:26,190
Yeah, I completely agree, and so for me,
in the scene that we wanna do,

769
00:36:26,284 --> 00:36:29,288
you literally start off
on a close-up of the bottle.

770
00:36:29,387 --> 00:36:30,457
Like, there's the bottle.

771
00:36:30,522 --> 00:36:32,695
You pull out to see here, you know,
here we are in the bathtub.

772
00:36:32,791 --> 00:36:34,031
I'm there washing my hair,

773
00:36:34,125 --> 00:36:36,969
You pull out a little more,
you see me washing my little boys hair,

774
00:36:37,128 --> 00:36:38,698
You pull out a little bit more,
and as I turn to the left

775
00:36:38,797 --> 00:36:41,209
and there I am
washing my Shetland pony in the tub,

776
00:36:41,332 --> 00:36:42,470
- There you go!
- There you go!

777
00:36:42,667 --> 00:36:43,873
It works for us.

778
00:36:43,968 --> 00:36:46,141
We'll probably see
a shot of it in the beginning,

779
00:36:46,204 --> 00:36:49,048
maybe have something in the middle
where we have a phone call

780
00:36:49,140 --> 00:36:51,882
talking about the placement
and then have it in the end.

781
00:36:52,410 --> 00:36:53,411
Perfect.

782
00:36:53,845 --> 00:36:55,324
Okay. That sounds good then.

783
00:36:55,513 --> 00:36:57,550
Anything else we can answer
for you guys right now?

784
00:36:57,649 --> 00:36:58,855
No, that was just the concern.

785
00:36:58,917 --> 00:37:01,727
I wanted to hear exactly
what you guys were gonna be doing with it

786
00:37:01,820 --> 00:37:03,026
in the SCENES and that's about if.

787
00:37:03,088 --> 00:37:05,591
We've been a genuine company
for the past 40 years,

788
00:37:05,857 --> 00:37:07,666
- Right.
- And we do not...

789
00:37:07,826 --> 00:37:10,602
And we do not just don't...
Hey people have fun with us.

790
00:37:10,695 --> 00:37:13,574
They enjoy us.
We have a well-rounded good will

791
00:37:13,665 --> 00:37:16,168
between our equine business
and our human side.

792
00:37:16,334 --> 00:37:18,712
I mean, this is truly a rare product

793
00:37:18,903 --> 00:37:21,850
in the fact that it's crossed-over
as successful as it has

794
00:37:22,073 --> 00:37:23,177
I completely agree,

795
00:37:23,274 --> 00:37:26,517
And it still continues to be used
by horse and people so that will...

796
00:37:26,578 --> 00:37:30,788
And this is a worldwide product
so we try to keep it fun and protect it.

797
00:37:30,882 --> 00:37:32,759
Well, guys, this is gonna be great.
Thank you so much,

798
00:37:32,851 --> 00:37:34,387
and I'm so glad you guys
want to be in the movie,

799
00:37:34,552 --> 00:37:37,362
NO, thank you for taking the time with us.

800
00:37:37,455 --> 00:37:38,934
Rm glad you liked me product.

801
00:37:39,190 --> 00:37:41,761
It's my pleasure, thank you, guys,
All right. Bye-bye. Thanks,

802
00:37:41,893 --> 00:37:43,372
- Bye.
- Bye-bye.

803
00:37:43,928 --> 00:37:45,271
Awesome I

804
00:37:45,563 --> 00:37:49,636
The official shampoo of
The Greatest Movie Ever Sold Mane 'n Tail,

805
00:37:49,768 --> 00:37:52,806
My concern is storytelling, not story-selling,

806
00:37:52,904 --> 00:37:54,110
And I don't want to be someone

807
00:37:54,205 --> 00:37:56,879
who's trying shove a product
down someone's throat,

808
00:37:56,941 --> 00:37:58,818
I'm trying to make people believe
these characters are real.

809
00:37:58,910 --> 00:38:01,254
I've never been told, you know,

810
00:38:01,946 --> 00:38:05,951
“Have them hold it a little bit higher,
and get a little bit closer to his face. "

811
00:38:06,050 --> 00:38:07,393
I've never been told that.

812
00:38:07,552 --> 00:38:11,796
Until I started directing movies,
I didn't realize how it worked.

813
00:38:12,390 --> 00:38:16,338
And then two guys in suits come down
to the set with a product and, like,

814
00:38:16,427 --> 00:38:19,431
"Yeah, you need to use this in the scene,"
I'm like, "What are you talking about?"

815
00:38:19,564 --> 00:38:22,977
I haven't done that much
product placement in my movies

816
00:38:23,067 --> 00:38:26,412
because, for the most part,
I've actually been usually refused.

817
00:38:27,238 --> 00:38:29,013
If I wanna use...

818
00:38:29,407 --> 00:38:31,512
I think all my first scripts

819
00:38:31,776 --> 00:38:34,655
always had some scene
that took place at a Denny's,

820
00:38:34,979 --> 00:38:39,189
Because I had many scenes in my early 20s
that took place at a Denny's.

821
00:38:39,617 --> 00:38:41,995
And Reservoir Dogs,

822
00:38:42,187 --> 00:38:45,634
in the original script the opening scene
where they're all talking, at a Denny's.

823
00:38:45,757 --> 00:38:50,763
All right, the opening scene in Pulp Fiction,
Pumpkin and Honey Bunny at a Denny's.

824
00:38:50,829 --> 00:38:52,968
- Yeah.
- In both cases, Denny's goes, "No!"

825
00:38:53,832 --> 00:38:56,779
Truthfully, I don't ever notice it
unless it's super obvious.

826
00:38:57,268 --> 00:39:00,681
And then when it's super obvious,
it becomes ridiculously obvious

827
00:39:00,939 --> 00:39:03,180
and then it can break the reality.

828
00:39:03,641 --> 00:39:05,120
- Pardon me?
- Is it advertising?

829
00:39:05,476 --> 00:39:06,546
Oh, fuck yeah,

830
00:39:06,711 --> 00:39:08,019
It's the movie business.

831
00:39:08,112 --> 00:39:13,061
And the game now is,
"How cheap can you make that movie?"

832
00:39:13,151 --> 00:39:14,528
And "How much profit can you make?"

833
00:39:14,619 --> 00:39:17,463
For a long lime, people would say
there's a line between art and commerce.

834
00:39:17,555 --> 00:39:19,364
Ls that line just getting thinner and thinner?

835
00:39:19,958 --> 00:39:24,964
There are still very, very powerful
and very talented artists

836
00:39:25,496 --> 00:39:27,203
musically and in Elm,

837
00:39:27,298 --> 00:39:30,643
Like, bands like Radiohead,
Filmmakers like Paul Thomas Anderson,

838
00:39:30,969 --> 00:39:32,812
who are clearly not interested in this.

839
00:39:33,471 --> 00:39:35,075
Artistic integrity, whatever,

840
00:39:35,306 --> 00:39:39,880
I mean, you know,
how do you tell the story you intended to tell

841
00:39:40,144 --> 00:39:41,179
without compromising?

842
00:39:41,246 --> 00:39:43,385
Yes. There's a bit of compromise,

843
00:39:43,681 --> 00:39:46,161
but, like I said, if there's a car in a movie,

844
00:39:46,217 --> 00:39:51,997
why not be a car that a brand is helping
reach your budget?

845
00:39:52,090 --> 00:39:53,660
Do you think it's selling out?

846
00:39:54,859 --> 00:39:56,668
To who? We're all selling out.

847
00:39:56,728 --> 00:39:58,571
GE is my boss, really, okay?

848
00:39:58,663 --> 00:40:04,909
They build jet engines and weapons systems
and all kinds of crazy electronic appliances

849
00:40:05,003 --> 00:40:08,280
and they don't give a flying fuck about ark,

850
00:40:20,418 --> 00:40:21,761
So we have three spots
that we're gonna look at,

851
00:40:21,853 --> 00:40:26,359
The first one looks at the healthful aspects
of POM Wonderful 100% Pomegranate Juice.

852
00:40:26,424 --> 00:40:30,770
Where you see me right there
in the middle of a pomegranate Held,

853
00:40:30,929 --> 00:40:33,034
There's only one problem,
You can't shoot that spot

854
00:40:33,197 --> 00:40:35,199
because there are no pomegranates
on the trees

855
00:40:37,068 --> 00:40:38,445
Did we miss the season? Isn't it in May?

856
00:40:38,536 --> 00:40:39,879
- Oh, yeah.
- We missed it,

857
00:40:42,273 --> 00:40:44,776
So, this spot is called "POM on My Mind,"

858
00:40:44,976 --> 00:40:48,788
I come out of the gym, it's hot in the city,
I rub my eyes.

859
00:40:48,947 --> 00:40:52,759
As I look back out, everything
in the world has this red tint to it.

860
00:40:52,884 --> 00:40:54,625
AS I walk down the street,
I pass a donut shop,

861
00:40:54,719 --> 00:40:57,063
where all the donuts are stacked
one on top of the other,

862
00:40:57,455 --> 00:41:00,402
And I just look at that, it's a little weird,
and I walk past a fruit stand

863
00:41:00,458 --> 00:41:02,597
where all the apples
are all stacked one on top of the other,

864
00:41:02,660 --> 00:41:04,970
What is going on?
What alterior universe is this?

865
00:41:05,063 --> 00:41:07,270
Suddenly, all the women that I seem

866
00:41:08,599 --> 00:41:12,638
All Of their breasts are like this
double Stacked uni-boob

867
00:41:12,737 --> 00:41:14,614
in the middle of their chest,
I open up the fridge,

868
00:41:14,672 --> 00:41:15,912
there's what I want.

869
00:41:17,342 --> 00:41:21,984
Then, it's POM Wonderful
100% Pomegranate Juice. Getcha Some.

870
00:41:22,080 --> 00:41:25,493
Then all of a sudden I hear "Woof'
and I look down, and there's my dog,

871
00:41:25,750 --> 00:41:27,457
looking up at me with two heads,

872
00:41:27,518 --> 00:41:29,930
as he turns his heads,
and then that's the spot,

873
00:41:31,689 --> 00:41:35,603
It doesn't talk about our product attributes
as much as the other one does.

874
00:41:35,660 --> 00:41:40,268
Yeah, yeah. It plays to the icon of the bottle,
but right, doesn't talk about what's inside.

875
00:41:40,598 --> 00:41:44,444
This spot starts off with me popping up
into the camera

876
00:41:44,836 --> 00:41:46,042
and I tap onto the lens.

877
00:41:47,839 --> 00:41:50,445
And it's like, literally it's a close-up
right on my face.

878
00:41:50,942 --> 00:41:52,615
And the camera starts pulling out.

879
00:41:53,277 --> 00:41:56,554
And I go, "I wanna tell you a secret.

880
00:41:57,181 --> 00:41:58,888
"This is just between me and you, okay?

881
00:41:59,017 --> 00:42:03,557
"But I drink POM Wonderful
100% Pomegranate Juice.

882
00:42:04,122 --> 00:42:07,296
"All right?"
Now, the camera keeps pulling back.

883
00:42:07,959 --> 00:42:10,872
"Now, not only is it loaded with antioxidants,

884
00:42:11,329 --> 00:42:15,004
"but it also improves blood flow
and increases prostate health.

885
00:42:15,133 --> 00:42:16,806
"But, get this.

886
00:42:17,702 --> 00:42:23,175
"50% of men with mild erectile dysfunction
experience stronger erections

887
00:42:23,808 --> 00:42:26,914
"after drinking it for only four weeks. "

888
00:42:27,478 --> 00:42:29,480
And the camera keeps pulling back,
keeps pulling back.

889
00:42:29,547 --> 00:42:31,686
And I say, "Now who wouldn't want that. "

890
00:42:32,083 --> 00:42:34,393
And there I am standing with
a giant erection.

891
00:42:35,086 --> 00:42:37,862
POM Wonderful 100% Pomegranate Juice,

892
00:42:38,990 --> 00:42:40,492
We'll be running that on TV.

893
00:42:40,658 --> 00:42:43,070
- Yeah...
- I'm sure the FDA would love that one.

894
00:42:43,161 --> 00:42:44,401
This is a great campaign,

895
00:42:45,229 --> 00:42:48,335
This campaign on the web would
get you more attention

896
00:42:48,433 --> 00:42:49,503
than you ever knew what to do with,

897
00:42:49,567 --> 00:42:52,844
It could potentially turn off
some existing customers, no?

898
00:42:53,337 --> 00:42:54,509
Maybe, I don't know.

899
00:42:54,572 --> 00:42:56,916
I think you could be
a little more subtle about it.

900
00:42:57,008 --> 00:43:00,182
From a commercial standpoint, do you
want us to come up with other concepts?

901
00:43:00,278 --> 00:43:03,851
Wouldn't it be interesting if we
took the Minute Maid example?

902
00:43:03,915 --> 00:43:06,919
Their juice has mainly apple juice,

903
00:43:07,018 --> 00:43:12,866
Ours is 100% Pomegranate juice
and theirs is one-third of 1%.

904
00:43:13,024 --> 00:43:14,628
- Wow.
- I wonder what you could do

905
00:43:14,725 --> 00:43:18,366
with the content Lynda presented
in an advertising campaign.

906
00:43:18,429 --> 00:43:22,605
Yes. We would be very happy if you could,

907
00:43:22,800 --> 00:43:27,215
Okay. I'll go back to New York
and I'll get to work on a new spot,

908
00:43:27,371 --> 00:43:28,873
- All right. Great!
- Okay, great. Thanks, guys,

909
00:43:28,940 --> 00:43:29,975
Thanks for your time.

910
00:43:35,746 --> 00:43:36,747
So,

911
00:43:39,117 --> 00:43:42,621
just had every idea that
I went in to pitch get shot down in the room.

912
00:43:43,454 --> 00:43:45,764
One, after the other, after the other.

913
00:43:46,290 --> 00:43:50,295
And then had them basically
tell me what they want me to pitch

914
00:43:50,394 --> 00:43:55,275
which is basically their own takedown piece
of every competitor they have,

915
00:43:59,637 --> 00:44:03,642
See part of this...
Part of this movie is, which is awesome,

916
00:44:03,741 --> 00:44:06,312
is getting to see the inner-workings
of all this stuff happening.

917
00:44:06,844 --> 00:44:09,450
But the other part of it, is like...

918
00:44:12,984 --> 00:44:14,486
At what pan...

919
00:44:15,486 --> 00:44:18,490
At what part do I let myself
completely become a foil

920
00:44:18,823 --> 00:44:22,828
to do everybody else's bidding, you know?

921
00:44:50,188 --> 00:44:53,032
- Is there such a thing as truth in advertising?
- Yes.

922
00:44:53,724 --> 00:44:57,069
Advertisements that say they're lying
are telling the truth,

923
00:44:57,195 --> 00:45:00,233
What are some examples
of the most egregious offenders

924
00:45:00,331 --> 00:45:03,210
of commercials or brands or products
that mislead you?

925
00:45:03,301 --> 00:45:07,306
I have a lot in my memory,
but I lather them with amnesia

926
00:45:07,371 --> 00:45:08,816
because they're so disgusting,

927
00:45:08,973 --> 00:45:11,249
Remember how we
talked about eating better?

928
00:45:11,976 --> 00:45:14,479
Well, it starts today.

929
00:45:16,247 --> 00:45:19,854
What's deceptive about advertising
is the answer that it gives

930
00:45:19,917 --> 00:45:21,157
to how we can be happy,

931
00:45:21,819 --> 00:45:23,765
The answer that it gives is that somehow,

932
00:45:23,854 --> 00:45:27,768
products are connected
to our sense of well-being

933
00:45:27,925 --> 00:45:29,233
and to our sense of happiness.

934
00:45:29,527 --> 00:45:32,508
And I think that is kind of, the ultimate lie.

935
00:45:32,563 --> 00:45:34,839
'Cause what makes us happy
is not the products.

936
00:45:34,899 --> 00:45:38,574
What makes us happy
is what the products are seen as a conduit to,

937
00:45:38,736 --> 00:45:42,548
The whole spectacle is constantly
telling you that you're nothing.

938
00:45:42,607 --> 00:45:47,522
You're nothing. You're inadequate.
You're a loser. You're ugly, You're stupid,

939
00:45:47,878 --> 00:45:49,949
Unless you buy this thing,

940
00:45:50,181 --> 00:45:52,218
Now, how long
does the feeling of contentment

941
00:45:52,283 --> 00:45:53,956
you're supposed to get from that thing,

942
00:45:54,051 --> 00:45:57,089
how long does that really last,
assuming it even happens at all?

943
00:45:57,188 --> 00:45:59,259
It doesn't last. There is no such contentment

944
00:45:59,357 --> 00:46:02,531
You can't really be happy

945
00:46:04,128 --> 00:46:06,472
because of some purchase like that.

946
00:46:06,564 --> 00:46:08,043
So advertising tells us a great deal,

947
00:46:08,099 --> 00:46:11,808
Advertising tells us something very real
about where people are,

948
00:46:12,436 --> 00:46:15,645
It's just that it's been disconnected
from how to achieve it.

949
00:46:30,054 --> 00:46:33,558
The truth in advertising
is a big thing people keep talking about-

950
00:46:33,658 --> 00:46:37,572
Is there truth in advertising?
Can we trust what the ads say?

951
00:46:39,130 --> 00:46:41,576
Bigger thing is,
can you trust what regular people say?

952
00:46:42,333 --> 00:46:44,404
Take that fish right there.

953
00:46:44,669 --> 00:46:47,172
Thai fish is Nemo 2,

954
00:46:47,905 --> 00:46:52,445
Nemo 1 died in a terrible drowning accident,
apparently, in his own bowl,

955
00:46:52,610 --> 00:46:54,089
a few days ago,

956
00:46:54,779 --> 00:46:57,157
So while my little boy was still asleep,
I came downstairs,

957
00:46:57,248 --> 00:46:59,819
fished him out, flushed him down the toilet,
went to the pet store,

958
00:46:59,917 --> 00:47:03,091
got another one as close to
the exact color as I could recollect

959
00:47:03,521 --> 00:47:04,522
Nemo 2.

960
00:47:05,256 --> 00:47:06,860
How long can I keep this going

961
00:47:06,957 --> 00:47:10,370
until my son actually realizes
that it's not the same Nemo?

962
00:47:11,362 --> 00:47:12,363
I don't know.

963
00:47:13,197 --> 00:47:14,972
Truth in advertising.

964
00:47:17,468 --> 00:47:19,277
Is there truth in advertising?

965
00:47:20,805 --> 00:47:22,113
Yeah, I think there's some.

966
00:47:22,540 --> 00:47:26,784
Truth to me, honesty, integrity, character,
Just be real about ii.

967
00:47:26,844 --> 00:47:28,380
No robbery without a gun,

968
00:47:28,479 --> 00:47:30,686
There's some honest advertising out there.
There is.

969
00:47:30,781 --> 00:47:32,488
It does exist, and that's cool.

970
00:47:32,616 --> 00:47:34,823
But I just don't like Stuff that lies,

971
00:47:34,985 --> 00:47:36,794
There is definitely truth in advertising.

972
00:47:37,054 --> 00:47:39,728
You just have to gloss it a little bit
to make people want to hear it.

973
00:47:39,824 --> 00:47:42,998
When you read the labels,
the ingredients labels on food products

974
00:47:43,694 --> 00:47:47,073
and if you have any knowledge
of what the stuff is that's in there,

975
00:47:47,631 --> 00:47:48,632
it's shocking,

976
00:47:48,699 --> 00:47:51,475
When you look at a juice bottle
that says 100%,

977
00:47:52,303 --> 00:47:53,304
100% What?

978
00:47:53,471 --> 00:47:56,509
They think it's 100% real juice,
and it's not, it's only 10% juice

979
00:47:56,574 --> 00:47:59,350
and they buy it and drink it and they think
they're drinking something healthy,

980
00:47:59,410 --> 00:48:00,980
but its not. That's offensive to me

981
00:48:01,245 --> 00:48:03,851
Check the label. That’s what
they tell us to do when we go shopping.

982
00:48:03,981 --> 00:48:05,824
But how much of what’s on the label
can we really believe?

983
00:48:05,916 --> 00:48:08,988
Take this juice. Label has a glam picture
of a pomegranate on it,

984
00:48:09,086 --> 00:48:12,499
blueberries front and center.
Must be filled with all that good stuff, right?

985
00:48:12,656 --> 00:48:13,657
Well, guess again,

986
00:48:13,724 --> 00:48:15,704
99% of this juice is apple and grape.

987
00:48:15,826 --> 00:48:17,828
So how much pomegranate and blueberry
is in it?

988
00:48:17,895 --> 00:48:19,033
Less than 1%.

989
00:48:19,096 --> 00:48:20,575
That's why I drink POM Wonderful,

990
00:48:20,664 --> 00:48:22,337
it's 100% pomegranate juice,

991
00:48:22,433 --> 00:48:25,004
You'd have to drink 90 of these,
that's 80,000 calories

992
00:48:25,169 --> 00:48:28,013
to get the same amount of pomegranate juice
that's in just one of these,

993
00:48:28,072 --> 00:48:29,380
Check the label on that one,

994
00:48:29,440 --> 00:48:31,078
POM Wonderful Get Real.

995
00:48:43,521 --> 00:48:44,465
Hello sir. Good morning,

996
00:48:44,555 --> 00:48:46,034
Welcome to Grand Hyatt Hotel, Sao Paulo,

997
00:48:46,123 --> 00:48:47,101
Thank you very much,

998
00:48:47,191 --> 00:48:49,137
As a diamond member,
you have automatically

999
00:48:49,226 --> 00:48:51,228
an upgrade to our executive rooms.

1000
00:48:51,362 --> 00:48:54,571
After flying all night,
I'm ready for a little sleepy time.

1001
00:49:01,639 --> 00:49:04,552
Sao Paulo is one of the largest cities
in the Western Hemisphere,

1002
00:49:04,608 --> 00:49:06,610
And recently they've done something radical.

1003
00:49:06,911 --> 00:49:09,892
Passing a bill outlawing
all outdoor advertising,

1004
00:49:10,080 --> 00:49:13,254
No billboards. No banners, no posters.
Nothing.

1005
00:49:13,484 --> 00:49:15,987
Mayor Gilberto Kassab
passed the bill into law

1006
00:49:16,120 --> 00:49:19,260
And Regina Monteiro, the director
for urban planning of the city

1007
00:49:19,323 --> 00:49:21,599
was the one who originally
came up with the idea,

1008
00:49:21,659 --> 00:49:23,900
What was the inspiration
for the clean city law?

1009
00:49:24,295 --> 00:49:30,507
People became more and more aware

1010
00:49:30,968 --> 00:49:33,073
that the pollution in Sao Paulo

1011
00:49:33,571 --> 00:49:35,414
was one of its main problems.

1012
00:49:36,140 --> 00:49:40,646
And by "pollution" we not only mean air,
water, or sound,

1013
00:49:40,744 --> 00:49:41,916
but also visual pollution,

1014
00:49:42,146 --> 00:49:43,682
We could no longer see the city.

1015
00:49:43,814 --> 00:49:45,760
We were just reading and reading,

1016
00:49:45,983 --> 00:49:50,955
I try to do things to change the city

1017
00:49:51,021 --> 00:49:54,093
so that Sao Paulo can be seen in the world

1018
00:49:54,158 --> 00:49:58,106
as something different since
it does not have natural beauty.

1019
00:49:58,262 --> 00:50:00,003
It needs something else

1020
00:50:00,831 --> 00:50:03,710
so that people
can sense it as something special,

1021
00:50:03,934 --> 00:50:10,874
Research has shown positive feedback
from 90% of the city,

1022
00:50:11,475 --> 00:50:12,476
Great,

1023
00:50:12,543 --> 00:50:13,544
Thank you very much,

1024
00:50:23,621 --> 00:50:25,157
So what was the city like before the ban?

1025
00:50:25,356 --> 00:50:29,862
There were billboards all over the place.

1026
00:50:30,060 --> 00:50:31,971
It would make people confused.

1027
00:50:32,196 --> 00:50:37,305
The absence of outdoor advertising
has allowed us to see more of nature.

1028
00:50:37,468 --> 00:50:39,641
Everything is much clearer,

1029
00:50:39,737 --> 00:50:46,655
We are now able to focus
on things that we want to see and admire,

1030
00:50:47,144 --> 00:50:51,524
without having other strong images
deviating our focus all the time,

1031
00:50:51,682 --> 00:50:54,390
So this is the biggest shopping street
in the middle of Sao Paulo.

1032
00:50:54,585 --> 00:50:57,065
The question is, if suddenly
all the advertising goes away,

1033
00:50:57,154 --> 00:50:58,360
how has their business been affected?

1034
00:50:58,522 --> 00:51:00,695
So, we're gonna find out
from some of these shop-owners what's up.

1035
00:51:03,494 --> 00:51:06,031
So how do people know about your business
if you don't advertise?

1036
00:51:07,031 --> 00:51:10,012
Well, by Internet, by mouth to mouth,

1037
00:51:10,167 --> 00:51:11,510
- Is there such an,
- Yeah.

1038
00:51:11,569 --> 00:51:13,071
- Word Of mouth?
- Yeah.

1039
00:51:13,571 --> 00:51:15,676
- Word of mouth?
- Word of mouth. Yeah, that's it.

1040
00:51:16,540 --> 00:51:20,682
Did the way you advertise to get customers
change from before the ban to now?

1041
00:51:21,045 --> 00:51:25,050
You have to change
the whole structure re of the business.

1042
00:51:25,249 --> 00:51:28,526
Today we work
instead of investing in advertising,

1043
00:51:28,786 --> 00:51:30,766
to have something that attracts the customer.

1044
00:51:31,221 --> 00:51:33,394
Our job is to look for referrals,

1045
00:51:36,193 --> 00:51:39,037
Not one ad on that taxi. Did you see that?

1046
00:51:39,897 --> 00:51:44,209
No ads on the taxis. No ads on the buses,
There's no ads on the buildings.

1047
00:51:45,202 --> 00:51:46,408
It's amazing,

1048
00:51:48,706 --> 00:51:51,152
You might not need traditional advertising
in Sao Paulo

1049
00:51:51,241 --> 00:51:55,883
but in this country I still need to
generate 600 million media impressions.

1050
00:51:55,946 --> 00:52:00,053
To achieve that my movie$ going lo need
one pretty inspired ad campaign,

1051
00:52:01,418 --> 00:52:05,560
Tony Seiniger is a Hollywood legend,
having pretty much invented the blockbuster

1052
00:52:08,225 --> 00:52:12,071
And Peter Bemis is responsible for some
of the most iconic movie posters today,

1053
00:52:12,463 --> 00:52:15,069
if anyone can give me
some of that Hollywood marketing magic,

1054
00:52:15,332 --> 00:52:16,470
it's these guys.

1055
00:52:16,667 --> 00:52:21,582
Being of a certain age, I remember
The Greatest Story Ever Told,

1056
00:52:21,672 --> 00:52:24,175
the story of Jesus.

1057
00:52:24,742 --> 00:52:26,779
- When was that movie made, mid-60s, right?
- Yeah.

1058
00:52:26,844 --> 00:52:30,155
The first exercise I went through mentally
and creatively,

1059
00:52:30,247 --> 00:52:33,353
was to go and do religious take-offs, right?

1060
00:52:33,584 --> 00:52:37,589
Which, I think, me blasphemy
at least gets you some ink, okay?

1061
00:52:37,855 --> 00:52:40,426
The First comp

1062
00:52:40,924 --> 00:52:43,200
will be you, Morgan,

1063
00:52:45,262 --> 00:52:46,969
Only you,

1064
00:52:49,667 --> 00:52:52,341
I've always wanted to rip this off.

1065
00:52:52,436 --> 00:52:54,143
He's always wanted to rip off
The Last Supper

1066
00:52:54,204 --> 00:52:56,150
Rip off The Last Supper all right?

1067
00:52:56,373 --> 00:52:57,784
So I figure...

1068
00:52:58,509 --> 00:53:02,980
This would be you
and you've just got a big",

1069
00:53:03,047 --> 00:53:04,355
That's pretty fantastic,

1070
00:53:04,448 --> 00:53:05,552
There you are, you're like this,

1071
00:53:06,116 --> 00:53:09,825
You put everybody who was iconographic
of com commercialism

1072
00:53:09,953 --> 00:53:12,024
as the disciples coming in on you,

1073
00:53:12,122 --> 00:53:14,295
- So, it's like the Oscar.
- Yeah.

1074
00:53:14,658 --> 00:53:17,036
And in fact, your legs would be posed,

1075
00:53:17,327 --> 00:53:20,672
but not so close that my friends
at the Academy would sue us all.

1076
00:53:20,964 --> 00:53:25,071
This is you, carrying the cross
that is covered with stickers like a NASCAR,

1077
00:53:26,303 --> 00:53:27,646
That's as sick as it gets.

1078
00:53:27,905 --> 00:53:31,409
Let's start with these six
and we'll trim from there.

1079
00:53:31,542 --> 00:53:33,146
- Good, okay.
- In terms of title treatments,

1080
00:53:33,310 --> 00:53:35,153
- these are both good ways to go,
- Yes.

1081
00:53:36,013 --> 00:53:39,392
You should think about it, talk about it
and then we'll all talk.

1082
00:53:39,483 --> 00:53:41,895
- These should be underground, right?
- That's a great...

1083
00:53:41,985 --> 00:53:43,658
- You're talking about wild posting, right?
- Yeah.

1084
00:53:43,721 --> 00:53:45,894
- Wild post these,
- Yeah, exactly.

1085
00:53:45,989 --> 00:53:48,765
You put those up in New York,
Like real street an, you know?

1086
00:53:48,859 --> 00:53:51,237
- A studio would go, "No... way,"
- I'm not touching them,

1087
00:53:51,328 --> 00:53:53,569
I'm not going anywhere near that,

1088
00:53:53,664 --> 00:53:57,510
I think everything is so spot on,
It's awesome.

1089
00:53:57,601 --> 00:53:59,877
- Amazing.
- What a great client,

1090
00:53:59,937 --> 00:54:01,041
- Thank you,
- All right.

1091
00:54:01,105 --> 00:54:03,210
As important and great as an iconic poster is,

1092
00:54:03,340 --> 00:54:06,412
what’s even more vita! to a film's success
is its trailer.

1093
00:54:06,944 --> 00:54:09,015
Using a new technique
called neuromarketing,

1094
00:54:09,179 --> 00:54:11,420
Martin Lindstrom believes
he's unlocked the secret

1095
00:54:11,548 --> 00:54:13,960
to creating a memorable one each time.

1096
00:54:14,051 --> 00:54:19,364
Trailers are now more and more produced
in Los Angeles based on neuromarketing.

1097
00:54:19,590 --> 00:54:23,538
A trailer is deadly important
for the survival of your movie,

1098
00:54:23,594 --> 00:54:26,575
Now what do you do
to create the best scene?

1099
00:54:26,864 --> 00:54:29,811
What you have to find out
is when is the emotional peak,

1100
00:54:30,100 --> 00:54:31,374
The highs and the lows.

1101
00:54:31,468 --> 00:54:34,745
How do you create such an engaging story
that people just have to see it.

1102
00:54:35,139 --> 00:54:36,641
And that's exactly what's happening now,

1103
00:54:36,874 --> 00:54:40,447
So they're typically testing
five different trailers for each of the movies,

1104
00:54:40,611 --> 00:54:44,286
the larger movies, and figuring out
which one is the most emotionally engaging,

1105
00:54:44,381 --> 00:54:46,452
which one is creating the most curiosity,

1106
00:54:46,550 --> 00:54:51,090
if it's a science fiction movie, which one
is creating the most fear, and so forth,

1107
00:54:51,221 --> 00:54:54,464
Is this whole thing,
because it sounds a bit crazy,

1108
00:54:54,558 --> 00:54:57,095
but is neuromarketing evil?

1109
00:54:57,294 --> 00:54:58,568
It's like anything else,

1110
00:54:58,629 --> 00:55:00,631
At the end of the day,
there will be people abusing it,

1111
00:55:00,731 --> 00:55:04,577
Which is the reason why it's fantastic
that you now dare to go through it

1112
00:55:04,635 --> 00:55:07,172
and experiment like this
to show what really goes on,

1113
00:55:07,805 --> 00:55:09,580
To show how successful his technique is

1114
00:55:09,740 --> 00:55:12,243
Martin is putting me through
a typical neuromarketing test

1115
00:55:12,509 --> 00:55:15,752
strapping me down to an MRI
and blasting my head with commercials.

1116
00:55:16,013 --> 00:55:17,856
Remember that scene in
A Clockwork Orange?

1117
00:55:18,015 --> 00:55:19,187
IRS kind of like that.

1118
00:55:23,287 --> 00:55:25,767
There is three things
we're going to look at right now.

1119
00:55:25,823 --> 00:55:27,268
One is fear

1120
00:55:28,358 --> 00:55:29,837
One is craving.

1121
00:55:30,494 --> 00:55:31,837
And one is sex.

1122
00:55:31,929 --> 00:55:35,103
Fear; craving, sex.

1123
00:55:35,165 --> 00:55:40,114
Fear; craving. Fear; craving, sex.
Fear craving, sex.

1124
00:55:45,976 --> 00:55:48,217
You may be dizzy,
so just sit for a minute, okay?

1125
00:55:51,515 --> 00:55:54,291
Like, in between each one of the breaks,
I would doze off

1126
00:55:54,384 --> 00:55:56,864
and literally, I would dream,
like in a commercial.

1127
00:55:57,788 --> 00:56:01,031
Like, the dreams would play out almost
in a 30 second commercial.

1128
00:56:01,124 --> 00:56:02,330
It was kind of weird.

1129
00:56:02,392 --> 00:56:03,370
- This is my brain?
- This is your brain,

1130
00:56:03,460 --> 00:56:05,064
- This is my brain on commercials.
- Right.

1131
00:56:05,195 --> 00:56:09,302
Let's take a look at the results.
This is your brain.

1132
00:56:09,366 --> 00:56:12,870
There's an amazing amount
of brain activity going on,

1133
00:56:12,970 --> 00:56:16,884
Did you feel like you wanted
to have a Coke after the scanning session?

1134
00:56:17,074 --> 00:56:19,179
I would have liked to have had a Coke
after the scanning session.

1135
00:56:19,243 --> 00:56:22,053
Because I remember,
you actually said that as you left the studio

1136
00:56:22,145 --> 00:56:24,648
and I want to tell you why,
Take a look at this.

1137
00:56:24,815 --> 00:56:27,352
- Okay.
- Basically, the red/yellow area

1138
00:56:27,417 --> 00:56:30,728
shows that you are highly engaged
and there's a lot of activity going on,

1139
00:56:30,921 --> 00:56:33,561
And not only that, we can
see you so emotionally engaged

1140
00:56:33,924 --> 00:56:35,494
that something else is happening,

1141
00:56:35,726 --> 00:56:37,103
The amygdala was also activated.

1142
00:56:37,194 --> 00:56:40,334
This is actually an area responsible
for two activities.

1143
00:56:40,430 --> 00:56:45,038
One is fear and the other one is the release
of a neuro-transmitter called Dopamine.

1144
00:56:45,202 --> 00:56:46,203
And guess what?

1145
00:56:46,270 --> 00:56:48,750
You got a release of Dopamine
when you saw the Coca-Cola ad,

1146
00:56:48,906 --> 00:56:50,214
You actually wanted to have it,

1147
00:56:50,407 --> 00:56:53,854
This is addiction. This is not anything else.
This is addiction.

1148
00:56:54,378 --> 00:56:58,019
And this is really the reason why
neuromarketing is happening now

1149
00:56:58,582 --> 00:57:00,584
because there's no way you could
explain that to me

1150
00:57:01,351 --> 00:57:03,627
when I was interviewing just after
watching the commercial, right?

1151
00:57:03,854 --> 00:57:05,356
Yeah, no way,

1152
00:57:05,923 --> 00:57:07,527
no you mink man by doing stuff like mas

1153
00:57:07,591 --> 00:57:09,070
you're manipulating consumers
to make a choice?

1154
00:57:09,126 --> 00:57:13,131
Let's get one thing right,
advertising, as a concept, is manipulation,

1155
00:57:13,563 --> 00:57:16,271
But don't be fooled,
because if you go into a retail store

1156
00:57:16,366 --> 00:57:19,904
and you think you're safe, that's the point
where you're most volatile,

1157
00:57:19,970 --> 00:57:22,712
or you're the most vulnerable
in the whole process,

1158
00:57:25,709 --> 00:57:28,315
Where should I be able to go
where I don't see one bit of advertising?

1159
00:57:29,046 --> 00:57:30,320
To sleep,

1160
00:57:30,580 --> 00:57:34,084
That's what it's coming down lo.
It affords no limits.

1161
00:57:34,384 --> 00:57:36,227
And that's the nature
of the commercial instinct.

1162
00:57:36,286 --> 00:57:38,061
It doesn't know boundaries.
It doesn't know limits.

1163
00:57:38,121 --> 00:57:40,465
It goes into areas that should be taboo

1164
00:57:40,557 --> 00:57:42,264
like commercializing childhood,

1165
00:57:42,326 --> 00:57:44,101
Corporations are raising our children,

1166
00:57:44,428 --> 00:57:49,810
McDonalds feeds them. And Disney
and Time Warner entertains them.

1167
00:57:50,067 --> 00:57:52,138
So, that's becoming a world,

1168
00:57:52,302 --> 00:57:57,274
which is designed to create conditioned
responses just like Pavlov's dog,

1169
00:57:57,574 --> 00:58:01,852
We're told that what makes children
happy are the things that corporations sell,

1170
00:58:02,145 --> 00:58:07,527
And if we immerse kids in that from birth,
then it becomes what makes them happy,

1171
00:58:07,617 --> 00:58:12,123
And it's not good enough to say,

1172
00:58:12,322 --> 00:58:15,201
"Pick up a stick and make it
into a Harry Potter wand-"

1173
00:58:15,292 --> 00:58:18,273
You have to have the "real wand. "

1174
00:58:18,428 --> 00:58:20,806
From a young age,
you're buying into this identity,

1175
00:58:20,864 --> 00:58:22,844
"This stuff makes me who I am. "

1176
00:58:22,933 --> 00:58:25,607
Right. And what that does
is take away from creative play.

1177
00:58:25,802 --> 00:58:30,615
Kids are learning about the world
based on what's best for corporations

1178
00:58:30,707 --> 00:58:32,118
and they can't be objective,

1179
00:58:35,012 --> 00:58:37,788
Now Boarding: Flight 755 To Aruba,

1180
00:58:39,950 --> 00:58:41,623
Look at all the space!

1181
00:58:41,718 --> 00:58:43,720
I've never had so much legroom!

1182
00:58:44,021 --> 00:58:47,195
- Lookie here!
- There's a TV in every seat!

1183
00:58:49,059 --> 00:58:50,800
I'm hungry, I want something to eat,

1184
00:58:50,961 --> 00:58:54,670
- Here's some free yum my snacks!
- Yummy! Yum, yum, yum, yum!

1185
00:58:54,731 --> 00:58:56,074
What a nice lady.

1186
00:58:56,533 --> 00:58:58,376
Flight attendants, prepare for takeoff.

1187
00:59:03,673 --> 00:59:06,153
Prince Dastan, have you wondered...

1188
00:59:06,977 --> 00:59:09,821
It's almost impossible for a film
to become a blockbuster

1189
00:59:09,913 --> 00:59:11,221
without reaching kids.

1190
00:59:11,415 --> 00:59:13,190
Specifically high-school kids.

1191
00:59:13,316 --> 00:59:16,991
And in 1989 one of the fast barriers
to that audience was broken.

1192
00:59:17,587 --> 00:59:21,194
For the past 20 years, Channel One
has been piping their news broadcasts

1193
00:59:21,258 --> 00:59:23,761
into more than 8,000 schools
all across the country.

1194
00:59:24,194 --> 00:59:26,731
First up today, the topic of bullying.

1195
00:59:26,830 --> 00:59:29,902
M exchange for providing free televisions
for each of the classrooms,

1196
00:59:30,167 --> 00:59:34,013
Channel One shows their broadcasts
for 12 minutes a day every school day

1197
00:59:34,171 --> 00:59:37,709
and reaches 6 million of one
of the nation’s most coveted demographics.

1198
00:59:38,341 --> 00:59:41,185
And because of that,
Channel One gets to charge a premium.

1199
00:59:41,545 --> 00:59:45,721
Each 30 second TV spot
can cost upwards of $200, 000.

1200
00:59:45,949 --> 00:59:48,088
As much as a primetime TV show.

1201
00:59:48,285 --> 00:59:49,958
Why do you think
there are commercials in there?

1202
00:59:50,053 --> 00:59:54,365
All of the commercials are so like,
of course they would do them for teens,

1203
00:59:54,591 --> 00:59:57,037
Thank you so much for that acne commercial

1204
00:59:57,561 --> 00:59:59,905
I don't mind it,
because they're just pounding information

1205
00:59:59,963 --> 01:00:02,102
into you the whole time,
the whole news broadcast

1206
01:00:02,365 --> 01:00:04,538
so that's like a break, turn,
talk to your friend for a little bit,

1207
01:00:04,701 --> 01:00:07,409
Like, we're here to learn,
not to buy, in my opinion,

1208
01:00:07,604 --> 01:00:10,608
Some writer during the late 18005 said

1209
01:00:10,707 --> 01:00:14,052
that schools should teach you
how to think, not what to think.

1210
01:00:14,111 --> 01:00:17,752
But I think that advertising
is really trying to tell you what to think,

1211
01:00:17,881 --> 01:00:20,225
and so I don't think that should be
in a school environment.

1212
01:00:20,550 --> 01:00:23,895
I feel like the amount of advertisement
that we already have is enough,

1213
01:00:24,087 --> 01:00:26,328
so if you added any more,
it would just be ridiculous.

1214
01:00:26,423 --> 01:00:29,563
I don't want to have our school name
changed to "Red Bull High. "

1215
01:00:30,060 --> 01:00:32,097
Sure, who'd wanna go to Red Buff High?

1216
01:00:32,229 --> 01:00:35,767
But The Greatest Movie Ever Sold High?
That sounds like a winner.

1217
01:00:36,099 --> 01:00:37,772
You see, these days, every major brand

1218
01:00:37,834 --> 01:00:40,144
is dying to get their name
an a building or a stadium.

1219
01:00:40,504 --> 01:00:42,313
And I may not be able to afford a stadium,

1220
01:00:42,472 --> 01:00:45,180
but in the cash strapped school district
of Broward County

1221
01:00:45,442 --> 01:00:47,444
I may have found the next best thing.

1222
01:00:47,744 --> 01:00:50,486
I've been in my job for 12 years,

1223
01:00:50,647 --> 01:00:54,254
And I swear, eight of those 12 years,
we've sat down every year

1224
01:00:54,317 --> 01:00:55,921
and said,
"Okay, what are we cutting this year?"

1225
01:00:55,986 --> 01:01:00,093
Our school board is looking
at every way to cut costs

1226
01:01:00,690 --> 01:01:03,500
that doesn't affect the classroom as they can.

1227
01:01:03,593 --> 01:01:05,436
And, you know, it's very hard,

1228
01:01:05,529 --> 01:01:10,308
I feel bad for what they have to
sit there and try and figure out what to cut

1229
01:01:10,467 --> 01:01:11,946
because you can't make everybody happy,

1230
01:01:12,102 --> 01:01:14,207
We're not allowed to do
the outside of school buses

1231
01:01:14,938 --> 01:01:17,782
We were looking at providing

1232
01:01:17,941 --> 01:01:22,890
all of our work vehicles with the possibility
of putting advertising on them.

1233
01:01:22,979 --> 01:01:26,153
What's been the reasoning for not
wanting to have it on the outsides of buses?

1234
01:01:26,349 --> 01:01:29,489
That’s a state law. We would love to have it
on the outside of buses,

1235
01:01:29,553 --> 01:01:32,534
but it's the state of Florida
that has Said "No. "

1236
01:01:32,822 --> 01:01:34,529
It seems like with the school bus advertising,

1237
01:01:34,624 --> 01:01:37,127
you'd have to advertise
on a ton of school buses-

1238
01:01:37,494 --> 01:01:39,167
Otherwise you're hitting
the same kids every day,

1239
01:01:39,229 --> 01:01:40,867
- It has to be a message.
- Right.

1240
01:01:40,964 --> 01:01:44,241
Right, because like a community college,
it's great, go to college.

1241
01:01:44,334 --> 01:01:46,814
Right. They still do not want to do product,

1242
01:01:47,070 --> 01:01:49,016
Would it be more lucrative if it was products?

1243
01:01:49,072 --> 01:01:53,077
If they could do their 69 cent whatever
in a school bus...

1244
01:01:53,243 --> 01:01:54,654
Yeah, yeah,

1245
01:01:55,412 --> 01:01:57,517
But then, you're gonna
deal with the health issues,

1246
01:01:57,581 --> 01:02:00,323
And with the parents that are upset
that you're advertising...

1247
01:02:00,417 --> 01:02:02,328
- Fast food.
- ... that Stuff 10 their kids

1248
01:02:02,385 --> 01:02:04,558
- when they're captive on a school bus.
- Yeah.

1249
01:02:04,654 --> 01:02:06,895
Now, Tallahassee is cutting and cutting
and cutting,

1250
01:02:06,990 --> 01:02:10,437
but you need to implement this program,
but we're not giving you any funding to do it,

1251
01:02:10,527 --> 01:02:12,404
- This is a law firm,
- Yeah.

1252
01:02:13,597 --> 01:02:15,235
- Met-Rx.
- Orthodontics-

1253
01:02:15,732 --> 01:02:18,269
Orthodontist.
Very applicable to high school kids,

1254
01:02:18,602 --> 01:02:21,276
"Call us to place your business name here
for advertising. "

1255
01:02:21,538 --> 01:02:23,848
That would be my number.

1256
01:02:25,408 --> 01:02:28,355
That's pretty much it.
We had some other ones up,"

1257
01:02:29,212 --> 01:02:32,022
The banner contract is a year.

1258
01:02:32,282 --> 01:02:36,594
I love that it's a high school where I can
go get the home of the two-for-one tattoo,

1259
01:02:37,354 --> 01:02:41,302
Well, I am not sure about that one.

1260
01:02:42,726 --> 01:02:44,433
This is truly advertising.

1261
01:02:44,861 --> 01:02:47,774
Someone looks at this and they go
"Oh yeah, I saw these guys on the bus,"

1262
01:02:47,864 --> 01:02:50,470
With all the banners that are around here
and on the inside of the stadium,

1263
01:02:50,567 --> 01:02:52,069
how much revenue
does that generate a year?

1264
01:02:52,135 --> 01:02:56,208
Probably under five-seven thousand dollars.

1265
01:02:56,373 --> 01:02:59,616
I think I'm gonna have to come back
and get a banner.

1266
01:03:00,076 --> 01:03:01,953
- All right, yeah, a couple!
- On the fence line?

1267
01:03:02,045 --> 01:03:04,787
That's a deal,
we're gonna shake on that right now,

1268
01:03:04,881 --> 01:03:05,916
- Au right.
- It's a deal,

1269
01:03:05,982 --> 01:03:07,222
Good. Who do I send the contract to?

1270
01:03:09,452 --> 01:03:11,227
Maybe this is as big as the wrap gets,

1271
01:03:11,288 --> 01:03:12,631
- That's still pretty big.
- Yeah.

1272
01:03:13,123 --> 01:03:15,399
Really, so that’s only 75 bucks a month?

1273
01:03:16,059 --> 01:03:18,733
Why do you think so many people
are against advertising

1274
01:03:18,895 --> 01:03:22,342
in school districts and in high schools
and juniors highs, elementary schools?

1275
01:03:22,565 --> 01:03:25,671
Well, because school is sacred.
And school is meant for learning,

1276
01:03:26,770 --> 01:03:29,410
But when you're in a school
and your budgets are being cut,"

1277
01:03:29,472 --> 01:03:31,816
Right. How are you going to make ends meet

1278
01:03:32,075 --> 01:03:34,146
without letting people go
or cutting programs.

1279
01:03:34,244 --> 01:03:35,746
- You gotta be creative.
- Yeah.

1280
01:03:37,314 --> 01:03:38,418
- Right there,
- Yeah, right there,

1281
01:03:38,515 --> 01:03:40,085
As low as $75 a month,

1282
01:03:40,250 --> 01:03:43,493
- I think it's a really great way to advertise,
- I love it,

1283
01:03:43,586 --> 01:03:44,997
- Yeah.
- Great. Done,

1284
01:03:45,255 --> 01:03:49,032
Look at that, you're two for two.
We're doing great, We're doing great,

1285
01:03:49,125 --> 01:03:50,126
We're on a roll now.

1286
01:03:50,193 --> 01:03:51,831
Now if I can just convince them
to name our building.

1287
01:03:51,928 --> 01:03:54,101
Oh, the building would be
the best thing ever.

1288
01:03:54,497 --> 01:03:56,534
- We're gonna work on that next.
- We're really gonna work on that,

1289
01:03:56,633 --> 01:03:57,634
Yeah,

1290
01:04:02,138 --> 01:04:05,449
So I'm David Laks
and I work with Morgan's team

1291
01:04:05,508 --> 01:04:09,320
and my role here
is to help facilitate interaction

1292
01:04:09,379 --> 01:04:10,551
between the sponsors

1293
01:04:11,047 --> 01:04:15,359
and all the people involved in helping
to promote The Greatest Movie Ever Sold.

1294
01:04:17,354 --> 01:04:18,958
This is what we're doing.

1295
01:04:19,622 --> 01:04:20,692
This whole thing's a bit layered,

1296
01:04:20,790 --> 01:04:23,293
because we're selling
The Greatest Movie Ever Sold

1297
01:04:24,961 --> 01:04:27,464
but The Greatest Movie Ever Sold
will be selling all your products.

1298
01:04:27,630 --> 01:04:31,635
What's good for you is good
for the movie, good for Morgan, good for us,

1299
01:04:32,168 --> 01:04:33,670
it's all great,

1300
01:04:34,537 --> 01:04:36,346
Okay, so we set ourselves some objectives,

1301
01:04:36,473 --> 01:04:39,977
They shouldn't be too contentious.
They begin fairly robustly, I think.

1302
01:04:40,543 --> 01:04:42,819
Build buzz, for the purpose of selling tickets,

1303
01:04:43,012 --> 01:04:45,151
The audience is no longer an audience.

1304
01:04:45,215 --> 01:04:48,822
It's a partner in whatever communication
you choose to create.

1305
01:04:49,085 --> 01:04:51,531
The First two weeks in a movie are crucial.

1306
01:04:51,988 --> 01:04:53,194
There's a lot of reasons for this.

1307
01:04:53,723 --> 01:04:56,169
There's just more movies,
there's more content

1308
01:04:56,226 --> 01:04:58,001
there's more things in the world now,

1309
01:04:58,061 --> 01:05:00,871
so the cultural decay rate of ideas
is much, much faster.

1310
01:05:01,164 --> 01:05:03,007
So one of the lines we discussed

1311
01:05:04,000 --> 01:05:07,675
the very Erst time we met with Morgan
and the team was "Don't sell out, sell up!"

1312
01:05:08,071 --> 01:05:10,745
I kind of like that. Sounds good,
not sure what it meant, but I liked ii.

1313
01:05:10,840 --> 01:05:13,286
We wanted to extend that kind
of meta-narrative

1314
01:05:13,376 --> 01:05:15,686
down to the audience themselves
and make them involved

1315
01:05:15,879 --> 01:05:17,381
in the construction of the marketing.

1316
01:05:17,580 --> 01:05:20,686
There's a hope that when you sit down
in a theater to watch the movie,

1317
01:05:21,184 --> 01:05:25,530
you will see and understand
the flip-side of everything we did

1318
01:05:25,622 --> 01:05:28,728
to get you there because you would have
been involved with it in some capacity,

1319
01:05:29,893 --> 01:05:33,067
Hopefully making the whole experience
kind of, pleasingly circular.

1320
01:05:33,897 --> 01:05:35,899
Well, we wanted to either name a building

1321
01:05:35,965 --> 01:05:40,277
or we saw the mural she wanted to paint
on the back court of her school

1322
01:05:40,370 --> 01:05:41,974
which, to paint a mural there
would be fantastic.

1323
01:05:42,105 --> 01:05:44,107
The banners that she has are amazing.

1324
01:05:44,874 --> 01:05:47,411
I told him my school is for sale.

1325
01:05:48,878 --> 01:05:50,221
and say, "Well, boy, each of our sponsors
reaches 15 million people,"

1326
01:05:53,750 --> 01:05:57,254
We love the idea of the Board of Ed,
wrapping something here.

1327
01:05:57,320 --> 01:05:58,822
It's just, we're open to anything,

1328
01:05:58,922 --> 01:06:03,064
We have 12 sponsors,
and if we average out all the sponsors

1329
01:06:03,126 --> 01:06:06,573
and say, "Well, boy, each of our sponsors
reaches 15 million people,"

1330
01:06:07,630 --> 01:06:11,237
that is a lot of people to reach
with one viral promotion.

1331
01:06:12,235 --> 01:06:13,839
Since we do have a television station,

1332
01:06:13,937 --> 01:06:18,181
since I'm gonna have to pitch
our education television station

1333
01:06:18,274 --> 01:06:22,279
which represents a wonderful opportunity
for the Elm to co-brand,

1334
01:06:22,345 --> 01:06:24,416
we could maybe do a student film festival...

1335
01:06:25,181 --> 01:06:26,819
- A student Elm festival!
- A student film...

1336
01:06:26,916 --> 01:06:29,157
I thought about that idea
on the way to the meeting

1337
01:06:29,252 --> 01:06:35,828
so that could be a way to integrate and
to co-brand the film with our school system,

1338
01:06:36,426 --> 01:06:40,533
So, we're putting a sticker
on our bestselling pizzas

1339
01:06:41,297 --> 01:06:44,506
and that's gonna be a drive-to-web,
that'll be our micro-site

1340
01:06:44,601 --> 01:06:49,641
and we'll link up to the movietickets. com site
and whatever else works out.

1341
01:06:49,772 --> 01:06:54,152
And we're gonna have a portion
of the proceeds of the sales of the pizzas

1342
01:06:54,210 --> 01:06:58,283
gonna go to feeding people at a food bank,

1343
01:06:58,615 --> 01:07:02,119
It's really up to you. If you wanna
do exposure on a building

1344
01:07:02,185 --> 01:07:05,564
- which then locks you into that,"
- I think a building is one thing.

1345
01:07:05,655 --> 01:07:07,965
- Okay.
- To do a building would be great,

1346
01:07:08,224 --> 01:07:11,694
To do, you know, a mural and some banners
would be fantastic.

1347
01:07:11,794 --> 01:07:13,239
To do the Elm festival would be amazing.

1348
01:07:13,997 --> 01:07:15,840
Morgan did Elm a video for us.

1349
01:07:16,065 --> 01:07:19,205
For everyone who has flown JetBlue,
you know that we have individual TVs

1350
01:07:19,302 --> 01:07:22,806
in each seat-back,
so we will run the welcome video,

1351
01:07:22,872 --> 01:07:26,410
I believe it's four to six weeks
leading up to the premiere.

1352
01:07:26,509 --> 01:07:28,887
How did you get financing
for the production?

1353
01:07:28,978 --> 01:07:32,187
It's being paid for by the companies,
it's being paid for by sponsors.

1354
01:07:32,348 --> 01:07:34,760
- Oh! Excellent!
- Yeah, Yeah,

1355
01:07:35,051 --> 01:07:37,053
Can you turn us over your sponsor list?

1356
01:07:39,756 --> 01:07:41,258
Maybe after the movie opens
we can talk about that.

1357
01:07:41,357 --> 01:07:42,392
- Okay.
- Yeah,

1358
01:07:42,492 --> 01:07:43,493
- Cool.
- Yeah,

1359
01:07:46,829 --> 01:07:49,400
What I've started to realize
over the course of making this Elm

1360
01:07:49,499 --> 01:07:55,848
is that once you open the door
to being what one person said,

1361
01:07:56,105 --> 01:07:58,745
one person called me, which is being
quote unquote "brand friendly,"

1362
01:07:59,042 --> 01:08:00,715
then that door is Open,

1363
01:08:00,843 --> 01:08:05,417
The floodgates are open and suddenly,
all of these opportunities,

1364
01:08:05,515 --> 01:08:08,052
different opportunities,
whether it's for promoting the Elm

1365
01:08:08,117 --> 01:08:11,690
like we're trying to do right now
or it's being tied to somebody else's product,

1366
01:08:11,754 --> 01:08:15,896
all these different opportunities
that represent real difficult

1367
01:08:16,025 --> 01:08:19,700
moral and artistic dilemmas
start popping up.

1368
01:08:20,396 --> 01:08:21,773
Here's a case in point.

1369
01:08:22,899 --> 01:08:25,277
Morgan, it's Ben Silverman giving you a caff.

1370
01:08:25,368 --> 01:08:29,282
l’ve set up a new business
with Witt Arnett and Jason Bateman

1371
01:08:29,372 --> 01:08:31,716
that is focused on advertising production.

1372
01:08:32,208 --> 01:08:35,052
And we've got a really great idea
were working on

1373
01:08:35,144 --> 01:08:37,215
in and around the world of male grooming.

1374
01:08:37,380 --> 01:08:40,953
We want if to be funny and capture the tone
that you do so we!

1375
01:08:41,050 --> 01:08:45,624
And we thought of a fantastic brand partner
to work on it with us.

1376
01:08:45,722 --> 01:08:50,068
Give me a callback and we'll set something
up to introduce you to Will and Jason.

1377
01:08:50,293 --> 01:08:51,601
Thanks, buddy Bye.

1378
01:08:51,894 --> 01:08:53,066
How do you say no to that?

1379
01:08:53,730 --> 01:08:54,800
What's 3 Sell-Out?

1380
01:08:54,897 --> 01:08:58,276
A sell-out is someone that has no honor
and does something just for money

1381
01:08:58,434 --> 01:09:01,108
and doesn't take anything else
into consideration.

1382
01:09:01,604 --> 01:09:07,646
A sell-out is when, to attain a certain level
you give up some of those principles

1383
01:09:07,777 --> 01:09:10,018
that formed your identity to begin with,

1384
01:09:10,146 --> 01:09:13,423
So I'm making this Elm that's actually
being paid for by advertisers,

1385
01:09:13,583 --> 01:09:15,859
- by companies, about advertising.
- Right.

1386
01:09:16,119 --> 01:09:19,259
- Yeah. So am I selling out by doing that?
- I don't think so.

1387
01:09:20,023 --> 01:09:26,167
I mean, unless the point you're making
is that advertising is a bad thing.

1388
01:09:26,262 --> 01:09:28,435
Are you doing it with integrity?

1389
01:09:29,966 --> 01:09:34,711
- I hope so.
- And with a viewpoint of being objective?

1390
01:09:35,204 --> 01:09:39,152
Or are you doing it slanted,
for the side of the advertiser

1391
01:09:39,275 --> 01:09:41,778
as a puppet, doing whatever the
advertisement wants you to do?

1392
01:09:41,944 --> 01:09:44,982
As long as you do better than they do on it

1393
01:09:45,181 --> 01:09:47,127
then you're not... Then you're buying in,

1394
01:09:47,617 --> 01:09:48,618
IS that! right?

1395
01:09:49,052 --> 01:09:50,861
Am 1 really not selling out?

1396
01:09:51,454 --> 01:09:53,957
Or am I finally just buying in?

1397
01:10:23,686 --> 01:10:27,361
Every sip gets you closer
to Justin Timberlake mp3s.

1398
01:10:27,490 --> 01:10:29,436
- Hey.
- Hey to you,

1399
01:10:29,525 --> 01:10:32,506
Seems like pushing a product
is the new standard for gauging success.

1400
01:10:32,762 --> 01:10:37,040
Today's superstar singers pitch for perfume,
action stars vouch for vodka.

1401
01:10:37,500 --> 01:10:40,538
Even America's Sweetheart
is the new face for a make-up company.

1402
01:10:40,903 --> 01:10:43,577
For a filmmaker like me,
this is pretty uncharted territory.

1403
01:10:43,673 --> 01:10:46,244
And to navigate these waters,
who better to tum to

1404
01:10:46,342 --> 01:10:49,255
than one of the most successful celebrity
spokesmen himself

1405
01:10:49,545 --> 01:10:50,683
The Donald.

1406
01:10:51,347 --> 01:10:55,523
Is there a difference between selling out
and being a celebrity spokesperson?

1407
01:10:56,452 --> 01:10:59,262
Well, the question's been asked
because I do a lot of different things,

1408
01:10:59,355 --> 01:11:02,700
I'll do commercials for different companies,
good companies.

1409
01:11:02,759 --> 01:11:04,898
I did Oreo's cookies
with the Manning brothers

1410
01:11:04,961 --> 01:11:06,235
Peyton Manning and Eli Manning,

1411
01:11:06,596 --> 01:11:10,237
- Trump!
- And we're gonna be huge,

1412
01:11:10,299 --> 01:11:14,406
I feel if the commercial is done properly,
if you watch what you're doing,

1413
01:11:14,604 --> 01:11:17,414
it actually enhances your brand,
It doesn't hurt your brand,

1414
01:11:17,707 --> 01:11:21,553
There are some people, that,
as an example there are certain singers,

1415
01:11:21,644 --> 01:11:25,217
entertainers that would never, ever
do a commercial.

1416
01:11:25,281 --> 01:11:28,888
I could name names, but I don't want to
because I've tried to get certain songs

1417
01:11:29,285 --> 01:11:32,323
and I could offer them $10 million
to play a song once

1418
01:11:32,421 --> 01:11:33,422
and they would turn it down.

1419
01:11:33,556 --> 01:11:36,435
I mean, I think they're crazy,
but they'd tum it down.

1420
01:11:36,626 --> 01:11:40,438
But there are people like that,
that would never partake in a commercial.

1421
01:11:40,496 --> 01:11:42,567
I don't think they're helped or hurl,

1422
01:11:42,632 --> 01:11:44,578
but I think they should take
the money and run.

1423
01:11:44,634 --> 01:11:45,977
- You lake care of yourself,
- I really appreciate it,

1424
01:11:46,068 --> 01:11:47,069
Thanks,

1425
01:11:47,737 --> 01:11:49,978
But some musicians have done just that.

1426
01:11:52,575 --> 01:11:55,078
You see, brands have always known
that one of the fastest ways

1427
01:11:55,178 --> 01:11:58,751
to make their products seem cool
was to pair them with the hottest artists.

1428
01:12:26,642 --> 01:12:30,454
And today more and more musicians
are Ending out just how important it can be

1429
01:12:30,513 --> 01:12:33,016
to get their music supported by brands.

1430
01:12:33,382 --> 01:12:37,990
What you have now is artists partner up
with different brands

1431
01:12:38,054 --> 01:12:44,027
to kind of, get that extra push,
and you do anything from liquor sponsors

1432
01:12:44,126 --> 01:12:47,335
to cell phone companies to car companies
all the way around,

1433
01:12:47,396 --> 01:12:50,172
to, kind of, round out the promotion
of your project.

1434
01:12:50,466 --> 01:12:54,505
The artists are competing for impressions.

1435
01:12:54,737 --> 01:12:57,911
If they can do commercials,
if they can endorse a product,

1436
01:12:58,007 --> 01:13:01,580
anything that they can do
to get more impressions, the better,

1437
01:13:01,677 --> 01:13:05,147
After the Bacardi ad came out,
I don't know how quickly it happened,

1438
01:13:05,882 --> 01:13:10,592
you could physically see one step away
from having a fine chart of like,

1439
01:13:10,753 --> 01:13:14,724
"This is how many more people
are starting to listen to your music. "

1440
01:13:14,824 --> 01:13:17,703
Licensing to the commercials and stuff

1441
01:13:17,760 --> 01:13:20,707
now I know, just is a good way
for a lot of people to hear you.

1442
01:13:20,763 --> 01:13:23,869
And I just want everyone
to hear our music, that's all I want.

1443
01:13:24,100 --> 01:13:25,408
What would you never put your music in?

1444
01:13:25,534 --> 01:13:28,174
If somebody said, "We've got a commercial,
we're selling blank. "

1445
01:13:29,505 --> 01:13:32,418
Our sniff test for whether or not
it's all right to put a song in a commercial

1446
01:13:32,508 --> 01:13:34,385
is whether or not that commercial

1447
01:13:34,443 --> 01:13:37,617
is likely to make you
feel worse about yourself,

1448
01:13:38,080 --> 01:13:40,185
Is it honoring the music?

1449
01:13:40,283 --> 01:13:43,196
And I gotta say,
we have not always done this,

1450
01:13:43,252 --> 01:13:45,129
There were ti mes,
especially early in our career

1451
01:13:45,221 --> 01:13:46,256
where we just needed the cash

1452
01:13:46,389 --> 01:13:49,233
and our songs were in some
pretty gross Commercials.

1453
01:13:49,292 --> 01:13:52,034
They had the "Got milk?" ads,
and we never did a "Got milk" ad

1454
01:13:52,094 --> 01:13:54,700
because Dre doesn't drink milk,
you know what I'm saying?

1455
01:13:54,764 --> 01:13:56,471
It was as simple as that,
It was a big check and everything

1456
01:13:56,565 --> 01:13:58,704
you know, but Dre didn't drink milk,
so we never did it.

1457
01:13:58,768 --> 01:14:03,410
I was going through all kinds of ideas
with the manager and were like,

1458
01:14:03,472 --> 01:14:05,611
"Weill, maybe it can be soy milk,"

1459
01:14:05,708 --> 01:14:08,450
You know, I mean, they were like
"No, it's gotta be milk. " So we didn't do it

1460
01:14:08,544 --> 01:14:12,048
because that maintains our artistic integrity
of what we stand for.

1461
01:14:12,214 --> 01:14:14,785
Are you trying to establish OK Go
as a brand?

1462
01:14:15,217 --> 01:14:18,426
Every band ever has had an identity.

1463
01:14:18,587 --> 01:14:22,467
Every person has an identity
and, it's cool to have your own identity,

1464
01:14:22,591 --> 01:14:24,571
but when you call it a brand,
it's suddenly cheesy.

1465
01:14:24,727 --> 01:14:27,435
Would you guys be willing to do a song,

1466
01:14:27,563 --> 01:14:30,237
create an original identity anthem
for the movie?

1467
01:14:30,399 --> 01:14:32,504
- I'd love to. That sounds amazing,
- Yeah, awesome.

1468
01:14:32,601 --> 01:14:34,137
Does that... Wait, hold on.

1469
01:14:34,236 --> 01:14:39,185
If we make the theme for
The Greatest Movie Ever Sold

1470
01:14:39,575 --> 01:14:43,751
does that mean that we're the greatest
rock band ever to write a theme song?

1471
01:14:44,347 --> 01:14:45,348
Absolutely,

1472
01:14:45,781 --> 01:14:49,319
I started this PR firm back in 1983

1473
01:14:50,353 --> 01:14:55,826
and something occurred to me:
that we were living in wacky times,

1474
01:14:56,158 --> 01:14:58,968
- Right.
- And here is what was wacky about them.

1475
01:14:59,328 --> 01:15:03,674
In the world we live,
there's this umbilical cord

1476
01:15:03,766 --> 01:15:08,010
between fame and credibility,

1477
01:15:08,337 --> 01:15:11,511
So, visibility equals credibility,

1478
01:15:11,707 --> 01:15:16,053
In the world we live in, you cannot
be credible unless you're visible.

1479
01:15:16,278 --> 01:15:18,053
And so you see what we're doing here.

1480
01:15:18,147 --> 01:15:19,285
Yeah, I do.

1481
01:15:19,348 --> 01:15:20,349
What do we do?

1482
01:15:21,150 --> 01:15:24,859
- Well...
- What do I do to get the message out?

1483
01:15:24,954 --> 01:15:26,331
Sell, sell, sell!

1484
01:15:26,455 --> 01:15:28,833
- That's it?
- What the hell do you think you do, son?

1485
01:15:29,058 --> 01:15:31,732
Sell! You're in America!

1486
01:15:33,129 --> 01:15:36,338
The path to salvation is not
through being quiet.

1487
01:15:36,465 --> 01:15:37,739
- Okay.
- And being subtle,

1488
01:15:37,833 --> 01:15:39,972
Not in today's world. You gotta sell,

1489
01:15:46,242 --> 01:15:48,518
This is where you really start
to see cause and effect,

1490
01:15:50,146 --> 01:15:54,253
It's pretty amazing to see behind the curtain

1491
01:15:54,583 --> 01:15:56,187
tike we've gotten to on this film.

1492
01:15:56,919 --> 01:16:02,494
Now, what happens from this point oh,
that's the real question.

1493
01:16:03,359 --> 01:16:06,169
Now the movie’s gonna go out in the world.

1494
01:16:07,730 --> 01:16:09,232
And now's the point

1495
01:16:13,235 --> 01:16:17,615
where I start to wonder exactly
how affected PH be by everything.

1496
01:16:18,240 --> 01:16:20,720
This is it, This is the Stark,

1497
01:16:22,244 --> 01:16:23,552
This is the beginning of the whole thing,

1498
01:16:24,680 --> 01:16:27,286
As much as the beginning of the process
was the beginning of this,

1499
01:16:27,716 --> 01:16:30,026
with what our movie is about,
like, this is the beginning,

1500
01:16:30,619 --> 01:16:32,394
This is literally where it really starts.

1501
01:16:32,588 --> 01:16:36,536
You know our next guest from his
prize-winning documentary, Super Size Me.

1502
01:16:36,592 --> 01:16:39,402
His latest is called
The Greatest Movie Ever Sold.

1503
01:16:39,528 --> 01:16:42,702
It is brought to you by
Hyatt, POM Wonderful, JetBlue,

1504
01:16:42,765 --> 01:16:45,712
Mini Cooper, Mane 'n Tail Shampoo,
the island of Aruba

1505
01:16:45,768 --> 01:16:48,806
and Amy's Frozen Pizza.
It opens in theaters Friday,

1506
01:16:48,904 --> 01:16:51,214
Please say hello to Morgan Spurlockl

1507
01:18:54,563 --> 01:18:57,407
What's happening right now is in the movie?

1508
01:18:57,499 --> 01:18:58,876
Is actually in the Elm right now.

1509
01:18:59,068 --> 01:19:01,548
So we've actually in a way,
gone back in time.

1510
01:19:01,604 --> 01:19:03,845
We have. The space-time continuum
has shifted completely.

1511
01:19:03,906 --> 01:19:06,045
This is like the Inception of documentaries.

1512
01:19:12,848 --> 01:19:14,850
Man, these Old Navy clothes look so good!

1513
01:19:15,351 --> 01:19:16,557
So here's the trailers you've done,

1514
01:19:16,752 --> 01:19:19,858
We did Avatar: Alice in Wonderland,
Toy Story 3

1515
01:19:20,389 --> 01:19:23,131
and this is you, right here,
that we're doing today.

1516
01:19:23,225 --> 01:19:24,226
And now The Greatest Movie.

1517
01:19:24,860 --> 01:19:26,635
So you have a key to their brain.

1518
01:19:42,778 --> 01:19:44,815
Here we go, three, two,"

1519
01:19:45,614 --> 01:19:47,787
And I'd like to welcome you
aboard JetBlue Airways,

1520
01:19:47,883 --> 01:19:49,794
the greatest airline you'll ever fly,

1521
01:19:50,286 --> 01:19:53,233
Now that we're in the air I'd like lo
tell you a little more about your flight.

1522
01:19:54,556 --> 01:19:56,900
The Greatest Movie Ever Sold!

1523
01:20:42,805 --> 01:20:45,513
You are a shameless whore
if ever I've met one, Morgan Spurlock,

1524
01:20:45,607 --> 01:20:47,644
- Yes, I am.
- Morgan Spurlock, everyone,

1525
01:20:47,710 --> 01:20:50,486
The Greatest Movie Ever Sold
opens Friday! We'll be right back,

1526
01:20:50,546 --> 01:20:52,321
Yep, everywhere you look these days

1527
01:20:52,381 --> 01:20:55,123
it seems like someone's
trying to sell you something.

1528
01:20:55,617 --> 01:20:57,722
Best I can do
is just show you that it’s out there.

1529
01:20:57,986 --> 01:21:00,899
Because at the end of the day
marketing works.

1530
01:21:05,027 --> 01:21:07,132
But maybe we all don? have to buy in.

1531
01:21:07,296 --> 01:21:10,368
Maybe there’s still a place
free from all the advertising

1532
01:21:10,466 --> 01:21:12,969
where we can actually think for ourselves.

1533
01:21:13,802 --> 01:21:18,308
So go outside!
Take a nice long walk, Find that place.

1534
01:21:18,807 --> 01:21:22,721
And when you do it,
do it in a nice comfortable pair of Merrells.

1535
01:21:26,515 --> 01:21:28,426
Let's throw some rocks.

1536
01:21:56,678 --> 01:21:59,852
Oh, boy. Look at this,

1537
01:22:02,518 --> 01:22:05,795
Oh, man! Payola!

1538
01:22:09,291 --> 01:22:10,964
Not only that,

1539
01:22:12,728 --> 01:22:14,207
but I'll never be able to forget it.

1540
01:22:15,564 --> 01:22:19,706
After a million steps, "Morgan gave me this. "

1541
01:22:21,703 --> 01:22:25,048
Morgan Spurlock on the march!

1542
01:22:26,074 --> 01:22:28,918
Thank you very much, Morgan.
Really, it's very thoughtful of you,

1543
01:22:30,746 --> 01:22:32,384
It's hard to get shoes that tit.

1544
01:22:33,385 --> 01:22:38,385

1545
01:24:36,605 --> 01:24:38,949
- Yeah. Ron.
- Hey, man, how are you?

1546
01:24:39,041 --> 01:24:40,384
- Fm good. What's up?
- Fm good.

1547
01:24:40,442 --> 01:24:44,015
I just wanted to cat! you back, touch base
with you and hear what you were thinking.

1548
01:24:44,112 --> 01:24:47,355
Okay ills a little weird
I'm still talking about it with Tarssa,

1549
01:24:47,449 --> 01:24:49,588
and she's not quite ready to respond yet,
I don 'f think.

1550
01:24:49,685 --> 01:24:51,096
- Okay
- Cool man.

1551
01:24:51,186 --> 01:24:54,133
'Cause the last couple of paintings I sold
sold for a $120,

1552
01:24:54,222 --> 01:24:56,259
- So, I don't know. -.
- I know you're big time.

1553
01:24:56,358 --> 01:24:57,735
I know that.

1554
01:24:58,360 --> 01:24:59,430
Can I put you on the phone with her?

1555
01:24:59,528 --> 01:25:01,371
'Cause I wanna make a decision
and iris getting harden

1556
01:25:01,430 --> 01:25:02,636
Do you have like 10 more seconds?

1557
01:25:02,731 --> 01:25:04,642
- Sure.
- Hold on.

1558
01:25:04,733 --> 01:25:06,804
- Hey, Morgan,
- Hey, Tarssa, haw are you?

1559
01:25:06,969 --> 01:25:08,107
- Good. How are you?
- Good.

1560
01:25:08,203 --> 01:25:11,707
So, I just wanted to talk to you guys
about the placement in the Him",

1561
01:25:12,441 --> 01:25:15,285
I was telling Ron,
we could have a card with his photograph

1562
01:25:15,377 --> 01:25:16,822
of him painting the painting.

1563
01:25:17,145 --> 01:25:20,251
So he could, so Ron English could
be "The Greatest Artist lo Ever Paint "

1564
01:25:22,217 --> 01:25:28,168
Yeah, I mean, the greatest artist
that ever lived or the greatest artist...

1565
01:25:28,557 --> 01:25:30,594
Yeah, he wants to be
the greatest living artist.

1566
01:25:30,659 --> 01:25:32,138
The greatest living artist.

1567
01:25:32,227 --> 01:25:34,332
Okay done, so we’ll say,
"Ron English, The Greatest Living Artist "

1568
01:25:34,429 --> 01:25:38,138
And he'll be the only person in the credits,
that'll actually have a photograph of him.

1569
01:25:38,667 --> 01:25:39,668
Cool.

1570
01:25:40,669 --> 01:25:45,669