1 00:00:38,428 --> 00:00:43,428 Sync by Pukeman oneddl.com 2 00:00:43,429 --> 00:00:44,737 Everywhere you look these days, 3 00:00:44,797 --> 00:00:47,403 it seems like someone's trying to sell you something. 4 00:00:47,633 --> 00:00:51,775 On billboards, posters, stickers, elevators, gas pumps, airplanes, 5 00:00:51,870 --> 00:00:54,476 cups, napkins, coffee holders, wire hangers. 6 00:00:54,573 --> 00:00:56,314 Even bathrooms. 7 00:00:56,408 --> 00:00:59,480 See, it used to be that when someone really wanted to sell you something, 8 00:00:59,578 --> 00:01:02,718 they could rely on the good old fashioned 30-second TV spot. 9 00:01:03,048 --> 00:01:05,050 He likes it! Hey, Mikey! 10 00:01:05,150 --> 00:01:07,061 But thanks to the invention of this... 11 00:01:07,619 --> 00:01:08,620 And this... 12 00:01:08,720 --> 00:01:11,223 There's a revolution going on called "Internet." 13 00:01:11,423 --> 00:01:13,801 Fewer and fewer of us are actually sitting through these. 14 00:01:13,892 --> 00:01:15,235 Anything is possible 15 00:01:15,294 --> 00:01:17,331 when your man smells like Old Spice and not a lady. 16 00:01:17,496 --> 00:01:20,636 So how's a poor struggling multimillion-dollar corporation 17 00:01:20,732 --> 00:01:22,734 supposed to let you know they even exist? 18 00:01:22,801 --> 00:01:24,906 Hey, welcome to Morning Joe, brewed by Starbucks! 19 00:01:24,970 --> 00:01:26,142 We do have a special guest... 20 00:01:26,238 --> 00:01:28,445 Excuse me, I'm just going to have a sip here of my Starbucks. 21 00:01:28,507 --> 00:01:29,645 There you go. 22 00:01:29,741 --> 00:01:33,484 Welcome to the brave new worid of brand integration. 23 00:01:34,246 --> 00:01:36,419 But you may know it by its old school name... 24 00:01:36,748 --> 00:01:39,251 Converse All Stars, vintage 2004... 25 00:01:39,318 --> 00:01:40,456 Product placement. 26 00:01:40,519 --> 00:01:41,793 You can use a Guinness. 27 00:01:41,854 --> 00:01:44,494 Today, product placement is a multibillion dollar industry 28 00:01:44,590 --> 00:01:48,663 that generates hard cash for movies, creates new identities for brands, 29 00:01:48,760 --> 00:01:53,470 but most importantly, delivers the holy grail of marketing, co-promotion. 30 00:01:54,266 --> 00:01:56,644 You see, co-promotion is what takes a regular movie 31 00:01:56,702 --> 00:01:58,306 and turns it into a blockbuster. 32 00:01:58,704 --> 00:02:00,012 Take Iron Man. 33 00:02:00,105 --> 00:02:02,813 That movie had more than 14 brand partners. 34 00:02:02,875 --> 00:02:06,345 Everything from a Whiplash Whopper to Iron Man Dr Pepper cans, 35 00:02:06,445 --> 00:02:09,221 to Tony Stark himself driving of in an Audi commercial. 36 00:02:09,615 --> 00:02:10,685 These types of partnerships 37 00:02:10,782 --> 00:02:13,524 deliver millions of dollars of free advertising for the movie 38 00:02:13,619 --> 00:02:17,157 while also raising visibility for the companies themselves. 39 00:02:17,456 --> 00:02:19,868 But do all these co-promotions actually work? 40 00:02:19,958 --> 00:02:22,302 Do they have that much influence over the choices we make? 41 00:02:22,794 --> 00:02:25,206 Does Shrek make me want to take a Royal Caribbean Cruise 42 00:02:25,297 --> 00:02:27,208 or Burger King make me wanna go see Twilight? 43 00:02:27,666 --> 00:02:31,204 Is the only thing missing from my movie achieving Iron Man status 44 00:02:31,303 --> 00:02:32,714 a little co-promotion? 45 00:02:33,071 --> 00:02:34,414 Well, if that's true, 46 00:02:34,506 --> 00:02:38,352 then I can't wait to get some of that sweet Hollywood ad money. 47 00:02:39,044 --> 00:02:43,493 Last year, more than $412 billion were spent on marketing and advertising. 48 00:02:43,715 --> 00:02:45,319 And out of that $412 billion, 49 00:02:45,484 --> 00:02:48,488 just four companies controlled over 75% of it. 50 00:02:49,154 --> 00:02:51,031 If I'm gonna make a doc-buster 51 00:02:51,156 --> 00:02:54,035 it seems like these companies are a great place to start 52 00:02:56,328 --> 00:02:57,398 So what I wanna do, 53 00:02:57,496 --> 00:03:01,239 is make a film all about product placement marketing and advertising, 54 00:03:01,333 --> 00:03:02,869 where the entire film is funded 55 00:03:02,935 --> 00:03:05,347 by product placement, marketing, and advertising. 56 00:03:05,504 --> 00:03:08,280 So the movie will be called The Greatest Movie Ever Sold. 57 00:03:08,373 --> 00:03:10,717 So what happens in The Greatest Movie Ever Sold 58 00:03:10,776 --> 00:03:13,347 is that everything from top to bottom, start to finish, 59 00:03:13,412 --> 00:03:15,119 is branded from beginning to end. 60 00:03:15,213 --> 00:03:17,887 You know, from the above-the-title sponsor that you'll see in the movie 61 00:03:17,950 --> 00:03:19,088 which is brand X... 62 00:03:19,184 --> 00:03:23,564 Now this brand, the Qualcomm Stadium, the Staples Center... 63 00:03:23,922 --> 00:03:26,425 These people will be married to the film in perpetuity, forever, 64 00:03:26,525 --> 00:03:28,596 - So the film explores this whole idea... - It's redundant. 65 00:03:28,694 --> 00:03:29,798 - It's what? - It's redundant. 66 00:03:29,895 --> 00:03:31,772 In perpetuity forever? I'm a redundant person, 67 00:03:31,863 --> 00:03:33,638 I'm just saying... 68 00:03:33,765 --> 00:03:36,905 That was more for him. It's in perpetuity, period, forever. 69 00:03:37,069 --> 00:03:39,071 But not only are we going to have the brand X title sponsor, 70 00:03:39,204 --> 00:03:41,878 but we're gonna make it so we can sell out every category we can in the film. 71 00:03:41,940 --> 00:03:42,975 So maybe we sell a shoe, 72 00:03:43,075 --> 00:03:44,486 and it becomes "The Greatest Shoe You Ever Wore," 73 00:03:44,610 --> 00:03:47,147 "The Greatest Car You Ever Drove," from The Greatest Movie Ever Sold. 74 00:03:47,279 --> 00:03:49,156 You know, "The Greatest Drink You've Ever Had" 75 00:03:49,247 --> 00:03:50,282 courtesy, The Greatest Movie Ever Sold. 76 00:03:50,649 --> 00:03:54,620 So the idea is beyond just showing that brands are part of your life, 77 00:03:54,720 --> 00:03:56,222 but actually get them to finance the film. Is that it? 78 00:03:56,288 --> 00:03:57,289 Get them to finance the film 79 00:03:57,389 --> 00:03:59,266 and actually we show the whole process of, "How does it work?" 80 00:03:59,324 --> 00:04:01,429 The goal of this whole film is transparency. 81 00:04:01,493 --> 00:04:03,734 You're going to see the whole thing take place in this movie. 82 00:04:03,929 --> 00:04:07,502 So that's the whole concept. The whole film, start to finish. 83 00:04:07,666 --> 00:04:09,668 And I would love for CEG to help make it happen. 84 00:04:09,801 --> 00:04:12,407 Hey, you know, it's funny 'cause when I first hear it, 85 00:04:13,238 --> 00:04:16,981 it is the ultimate respect for an audience. 86 00:04:17,242 --> 00:04:21,418 I don't know how receptive people are going to be to it, though, 87 00:04:21,747 --> 00:04:23,090 Do you have a perspective, or... 88 00:04:23,148 --> 00:04:25,822 I don't want to use "angle" cause that sort of has a negative connotation... 89 00:04:25,917 --> 00:04:28,591 - Do you know how this is going to play out? - No idea. 90 00:04:28,987 --> 00:04:31,433 How much money does it take to do this? 91 00:04:31,757 --> 00:04:32,792 - $1.5 million. - $1.5 million, 92 00:04:32,858 --> 00:04:33,859 Okay, 93 00:04:34,259 --> 00:04:36,500 I think you're going to have a hard time meeting with them, 94 00:04:36,595 --> 00:04:39,974 but I think it's certainly worth pursuing 95 00:04:40,032 --> 00:04:41,705 a couple of really big, obvious brands, 96 00:04:41,867 --> 00:04:44,006 Who knows? Maybe, by the time your film comes out 97 00:04:44,102 --> 00:04:45,877 we'll look like a bunch of blithering idiots. 98 00:04:46,038 --> 00:04:47,346 What do you think the response is going to be? 99 00:04:47,439 --> 00:04:50,511 The responses mostly will be no. 100 00:04:50,809 --> 00:04:53,949 But is the toughest sell because of the film or is the toughest sell because of me? 101 00:04:54,112 --> 00:04:55,147 Both. 102 00:04:55,614 --> 00:04:58,618 That meeting, not so optimistic. 103 00:04:59,951 --> 00:05:02,056 So can you help me? I need help. 104 00:05:02,387 --> 00:05:04,060 - I can help you. - Okay. 105 00:05:04,156 --> 00:05:05,157 - Good. - Good. 106 00:05:05,991 --> 00:05:06,992 Awesome! 107 00:05:07,559 --> 00:05:09,800 - We got to figure out which brands. - Yeah. 108 00:05:11,163 --> 00:05:12,471 That's the challenge. 109 00:05:12,531 --> 00:05:14,568 When you look at the people you deal with, or... 110 00:05:14,666 --> 00:05:15,872 We've got some places we can go. 111 00:05:15,967 --> 00:05:18,208 - Okay. Okay. - Turn the camera off, 112 00:05:18,904 --> 00:05:21,976 I thought "turn the camera off" meant "let's have an off-the-record conversation." 113 00:05:22,541 --> 00:05:26,318 Tums out it really means, "We want nothing to do with your movie." 114 00:05:26,645 --> 00:05:30,218 Luckily, I've got an old friend in the industry who might be a bit more receptive, 115 00:05:30,882 --> 00:05:33,385 Richard Kirshenbaum has worked in advertising for years 116 00:05:33,485 --> 00:05:35,829 and has made a name for himself and his agency 117 00:05:35,887 --> 00:05:37,594 by not thinking like an agency. 118 00:05:38,090 --> 00:05:40,092 If anyone out there is going to get in its him. 119 00:05:40,192 --> 00:05:41,569 So ultimately what we want to try and do, 120 00:05:41,660 --> 00:05:44,334 is create what is the Iron Man of documentaries. 121 00:05:44,496 --> 00:05:47,340 The documentary that when it comes out, has so many partners 122 00:05:47,399 --> 00:05:48,571 has so many brands involved... 123 00:05:48,667 --> 00:05:53,673 I love the idea that you're actually selling out, you're admitting selling out, 124 00:05:54,706 --> 00:05:56,686 - and therefore not selling out. - And therefore not selling out. 125 00:05:56,742 --> 00:05:57,743 It's genius, 126 00:05:58,076 --> 00:06:00,420 And the story, also, is talking to people 127 00:06:00,512 --> 00:06:02,458 who say this is a problem with the industry, this is wrong. 128 00:06:02,547 --> 00:06:04,390 But then there's people who are like, "How could it be wrong? 129 00:06:04,449 --> 00:06:06,759 "It's where we started in television. It's where we started in film." 130 00:06:06,852 --> 00:06:10,425 So the film is about the marketing of movies, 131 00:06:10,522 --> 00:06:12,195 and I want to be a sponsor. 132 00:06:12,357 --> 00:06:14,200 You guys can tell me better than anyone else 133 00:06:14,259 --> 00:06:16,899 what the, kind of like, "Here's what we pay you for these things," 134 00:06:16,962 --> 00:06:18,703 and so you start to see these things come to fruition 135 00:06:18,764 --> 00:06:19,970 - over the course of the film. - Right. 136 00:06:20,065 --> 00:06:22,978 So you're willing to sell out completely, personally, to do this? 137 00:06:23,902 --> 00:06:25,074 - Whatever it takes. - Great. 138 00:06:25,370 --> 00:06:26,713 So what do we do now? 139 00:06:27,572 --> 00:06:30,246 I think the thing to do is go get a client. 140 00:06:30,542 --> 00:06:31,577 Get one. 141 00:06:31,643 --> 00:06:32,644 - Thank you. - Great to see you. 142 00:06:32,744 --> 00:06:34,382 - This is going to be fun. - Yeah, thanks, guys. 143 00:06:34,713 --> 00:06:37,421 To get my first client, I need to understand two things. 144 00:06:37,749 --> 00:06:39,592 Who would actually sponsor this movie? 145 00:06:39,651 --> 00:06:41,722 And how I'm supposed to talk to them. 146 00:06:41,787 --> 00:06:43,960 Britt Johnson is the president of Media Placement, 147 00:06:44,055 --> 00:06:46,831 one of the most successful product placement agencies in the country. 148 00:06:47,092 --> 00:06:49,971 And David Wales is the president of the Ministry of Culture 149 00:06:50,061 --> 00:06:53,634 and makes his living, predicting the next big trends in advertising. 150 00:06:53,832 --> 00:06:58,247 If we were going out to sell somebody to be a product or brand in the film, 151 00:06:58,436 --> 00:06:59,471 what's that worth? 152 00:06:59,571 --> 00:07:01,414 It depends on how many people you reach, 153 00:07:02,240 --> 00:07:04,481 - Dozens. - Dozens? 154 00:07:04,576 --> 00:07:05,816 This movie is going to reach dozens of people. 155 00:07:05,911 --> 00:07:06,912 It would depend how many people you reach. 156 00:07:07,312 --> 00:07:08,916 How do I figure out who I should go after? 157 00:07:08,980 --> 00:07:10,084 I would just go for everybody. 158 00:07:10,849 --> 00:07:13,591 - As long as the check clears. - Yeah, as long as the check clears. 159 00:07:13,652 --> 00:07:14,653 The one good thing is, 160 00:07:14,753 --> 00:07:15,993 you might be able to get a lot of the things paid for, 161 00:07:16,087 --> 00:07:17,122 That's a good question, 162 00:07:17,189 --> 00:07:19,669 so what are the things we should be looking for to try and get for free? 163 00:07:19,825 --> 00:07:21,862 I think you might be able to get a beer brand, 164 00:07:22,194 --> 00:07:25,698 hotels, air service, computers, car. 165 00:07:26,131 --> 00:07:27,940 You definitely should have a sports car. 166 00:07:28,300 --> 00:07:29,506 What about clothing? 167 00:07:29,835 --> 00:07:31,314 - Yeah! Clothing? - Can you get clothing? 168 00:07:31,369 --> 00:07:32,473 Yeah, clothing would be easy, 169 00:07:32,671 --> 00:07:34,275 How do I make a company want to be in this movie? 170 00:07:34,439 --> 00:07:37,977 You start by acknowledging that you yourself are a brand. Right? 171 00:07:38,276 --> 00:07:40,722 What's your brand collateral? What are you bringing to the table? 172 00:07:40,946 --> 00:07:42,482 I guess that's what you need to figure out 173 00:07:42,614 --> 00:07:44,616 in terms of making yourself appealing to them. 174 00:07:44,950 --> 00:07:47,658 How would you guys describe your brand? 175 00:07:50,722 --> 00:07:51,860 My brand? 176 00:07:52,524 --> 00:07:53,969 I don't know like... 177 00:07:54,793 --> 00:07:56,363 I like really nice clothes. 178 00:07:56,628 --> 00:07:59,472 '80s revival meets skater punk. 179 00:07:59,965 --> 00:08:01,740 Unless it's laundry day. 180 00:08:02,133 --> 00:08:05,842 The brand that I am is... I would call it "Casual Fly," 181 00:08:06,071 --> 00:08:07,482 If Dan were a brand, 182 00:08:07,572 --> 00:08:12,920 he might be a classic convertiblr Mercedes-Benz. 183 00:08:13,912 --> 00:08:17,826 Part hippie, part yogi, part Brooklyn girl? I don't know. 184 00:08:18,250 --> 00:08:21,663 Failed writer, alcoholic brand? Is that something? 185 00:08:22,153 --> 00:08:24,656 I think most Of Hollywood has that brand covered. 186 00:08:24,723 --> 00:08:26,430 For me to get any companies on board, 187 00:08:26,524 --> 00:08:28,663 I first need to understand what I'm offering them. 188 00:08:28,827 --> 00:08:30,602 That's where Olson Zaltman comes in. 189 00:08:31,062 --> 00:08:33,406 By using an intense form of psychoanalysis, 190 00:08:33,498 --> 00:08:36,570 they've helped companies like Hallmark, Nestle, and Febreze 191 00:08:36,668 --> 00:08:39,945 better understand what they call their brand personality. 192 00:08:41,573 --> 00:08:43,211 - You brought your pictures, right? - I did. 193 00:08:43,341 --> 00:08:46,845 The very first picture, is a picture of my family. 194 00:08:47,012 --> 00:08:48,013 So tell me about how it relates 195 00:08:48,079 --> 00:08:49,956 to your thoughts and feelings about who you are. 196 00:08:50,115 --> 00:08:52,595 These are the people who shaped the way I look at the world. 197 00:08:52,851 --> 00:08:54,262 Tell me about this world. 198 00:08:54,352 --> 00:08:57,765 I think your world is the world that you live in. 199 00:08:57,856 --> 00:08:59,802 The people that are around you, your friends, your family. 200 00:08:59,891 --> 00:09:01,734 The way you live your life, the job you do, 201 00:09:02,360 --> 00:09:04,601 All those things stemmed and started from one place. 202 00:09:04,696 --> 00:09:07,370 And for me, they stemmed and started with my family in West Virginia. 203 00:09:07,432 --> 00:09:08,604 What's the next one you wanna talk about? 204 00:09:08,700 --> 00:09:10,873 The next one... This was the best day ever. 205 00:09:10,936 --> 00:09:13,246 How does this relate to your thoughts and feelings about who you are? 206 00:09:13,305 --> 00:09:14,943 It's like, "Who do I wanna be?" 207 00:09:15,040 --> 00:09:17,714 I like things that are different, I like things that are weird. 208 00:09:18,076 --> 00:09:19,248 I like weird things. 209 00:09:19,544 --> 00:09:21,717 Tell me about the "why" phase. What does that do for us? 210 00:09:21,880 --> 00:09:24,156 What is the machete? What pupa stage are you in now? 211 00:09:24,249 --> 00:09:26,627 Why is it important to reboot? What does the red represent... 212 00:09:26,718 --> 00:09:30,461 Tell me a little bit about that harp. What is it about you that's not who you are? 213 00:09:36,494 --> 00:09:38,269 - Thank you. - Yeah, thanks for your patience, 214 00:09:38,330 --> 00:09:40,105 - Great job. Thanks a lot. - All right. 215 00:09:41,066 --> 00:09:43,603 Yeah, I don't know what's going to come of this. 216 00:09:43,802 --> 00:09:45,782 There was a whole lot of crazy going on in there. 217 00:09:46,137 --> 00:09:47,172 The first thing we saw 218 00:09:47,272 --> 00:09:51,948 was this idea that you had two distinct but complementary sides 219 00:09:52,010 --> 00:09:53,683 to your brand personality. 220 00:09:53,778 --> 00:09:56,418 The Morgan Spurlock brand is a mindful play brand. 221 00:09:56,481 --> 00:09:58,620 Those are kind of juxtaposed very nicely together, 222 00:09:58,683 --> 00:10:00,594 and I think there's almost a paradox with those. 223 00:10:00,652 --> 00:10:04,657 And I think some companies will just focus on one of their strengths 224 00:10:04,789 --> 00:10:06,996 or the other, instead of focusing on both. 225 00:10:07,125 --> 00:10:10,538 Most companies tend to, and it's human nature, 226 00:10:10,762 --> 00:10:13,709 to avoid things that they are not sure of, avoid fear, 227 00:10:13,798 --> 00:10:15,607 those elements, and you really embrace those, 228 00:10:15,667 --> 00:10:18,705 and you actually turn them into positives for you, it's a neat thing to see, 229 00:10:18,803 --> 00:10:20,441 What other brands are like that? 230 00:10:20,505 --> 00:10:22,781 The first one here is a classic, Apple. 231 00:10:22,874 --> 00:10:28,847 And you can see here, Target, Wii, Mini from Mini Coopers, and JetBlue. 232 00:10:28,980 --> 00:10:31,187 Now there's playful brands and mindful brands, 233 00:10:31,282 --> 00:10:33,353 those sorts of things that have come and gone, 234 00:10:33,451 --> 00:10:36,398 but a playful mindful brand is a pretty powerful thing. 235 00:10:36,955 --> 00:10:37,956 Awesome. 236 00:10:39,357 --> 00:10:41,303 That's good. That's a good thing, 237 00:10:41,559 --> 00:10:44,130 Now that I know what type of brand personality I have 238 00:10:44,195 --> 00:10:45,674 it's time to figure out what other companies 239 00:10:45,730 --> 00:10:49,007 would want to be in business with someone as mindful and playful as myself 240 00:10:49,567 --> 00:10:51,877 Time for a little brand recon. 241 00:10:57,242 --> 00:10:59,688 Nothing like a cold call... 242 00:11:01,379 --> 00:11:03,689 to show exactly how little power you have. 243 00:11:05,984 --> 00:11:08,487 This movie is brought to you by Apple Zings, 244 00:11:08,753 --> 00:11:11,359 Crisco. Kenneth Cole. Prada. Paul Smith. 245 00:11:11,823 --> 00:11:15,100 Welcome to the Johnson & Johnson Company's world headquarters. 246 00:11:15,193 --> 00:11:16,330 Starbucks Coffee? 247 00:11:16,393 --> 00:11:17,599 Thanks for calling Target Corporation. 248 00:11:17,828 --> 00:11:19,034 Ben & Jerry's... 249 00:11:19,196 --> 00:11:20,197 Licefreee! 250 00:11:20,330 --> 00:11:21,400 Carmex... 251 00:11:21,498 --> 00:11:23,671 This film is brought to you by B complex. 252 00:11:23,901 --> 00:11:27,280 Documentaries are not as seen as feature films. 253 00:11:27,371 --> 00:11:30,750 I can't do it. I'm the Director of Public Relations for Guess. 254 00:11:30,841 --> 00:11:35,620 We will never put Morgan, your average Joe, on a billboard, ever. 255 00:11:35,846 --> 00:11:37,416 You're making a film about that? 256 00:11:37,514 --> 00:11:38,515 - I am. - Okay. 257 00:11:41,618 --> 00:11:43,894 We would love it for JetBlue to be the official airline. 258 00:11:43,954 --> 00:11:45,627 What is the greatest car you could drive? 259 00:11:45,722 --> 00:11:47,224 I think it's got to be a Ford. 260 00:11:47,291 --> 00:11:48,269 The Volkswagen. 261 00:11:48,358 --> 00:11:50,031 The Lexus hybrid being the official car. 262 00:11:50,094 --> 00:11:51,129 BlackBerry phone... 263 00:11:51,228 --> 00:11:52,229 Seventh Generation... 264 00:11:52,296 --> 00:11:53,468 Huge fan of Fluevogs... 265 00:11:53,597 --> 00:11:55,975 We got a fax from Volkswagen. 266 00:11:56,066 --> 00:11:58,046 "It is my understanding that you discussed with our agent, 267 00:11:58,235 --> 00:12:01,273 "DDB Entertainment International, the possibility of our involvement 268 00:12:01,371 --> 00:12:03,783 "in an upcoming documentary film directed by Morgan Spurlock 269 00:12:03,874 --> 00:12:06,286 "that will explore product placement in the movies. 270 00:12:06,376 --> 00:12:07,719 "After due consideration, 271 00:12:07,778 --> 00:12:11,453 "Volkswagen Group of America Incorporated and DDB 272 00:12:11,548 --> 00:12:15,758 "have determined that it is not in Volkswagen's best interest 273 00:12:15,819 --> 00:12:20,097 "to be involved in this documentary in any manner. In any manner." 274 00:12:20,157 --> 00:12:21,795 Diet Coke. Levi's. 275 00:12:21,892 --> 00:12:23,735 Be stupid, Diesel. 276 00:12:23,894 --> 00:12:25,271 It's not something that we do. 277 00:12:25,329 --> 00:12:28,139 Think how great it would be. The Greatest Movie Ever Sold video game. 278 00:12:28,232 --> 00:12:29,609 We're just unable to participate. 279 00:12:29,666 --> 00:12:32,613 What about if in the film, we had either a cowboy 280 00:12:32,669 --> 00:12:35,149 or an animated camel smoking your brand? 281 00:12:35,239 --> 00:12:38,311 My response is, we really don't wanna be in the film. 282 00:12:38,509 --> 00:12:41,854 I mean, it doesn't sound like a movie that I would be excited about going to, 283 00:12:41,945 --> 00:12:44,357 Right. So why wouldn't you want to go see this movie? 284 00:12:44,448 --> 00:12:46,428 It goes against everything that we do. 285 00:12:46,483 --> 00:12:48,087 What if we loaded it with nudity? 286 00:12:48,152 --> 00:12:49,153 Yes, that would help. 287 00:12:52,322 --> 00:12:53,460 Indian Vegetable Korma. 288 00:12:53,524 --> 00:12:54,832 The official grandpa slipper. 289 00:12:54,925 --> 00:12:56,529 I've got too many other things to think about. 290 00:12:56,960 --> 00:13:00,100 Can we please get Mane 'n Tail to be the sponsor? 291 00:13:04,134 --> 00:13:06,876 If it's good enough for your horse, it's good enough for you. 292 00:13:07,004 --> 00:13:08,381 Mane 'n Tail. 293 00:13:08,805 --> 00:13:10,182 I want this. This is the best. 294 00:13:15,445 --> 00:13:19,484 You gotta love a product that says, "Directions for human use." 295 00:13:19,550 --> 00:13:23,657 And then, it says, "Directions for animal use." 296 00:13:31,628 --> 00:13:32,902 Smells like a pretty horse. 297 00:13:33,297 --> 00:13:35,140 We're calling Mane 'n Tail. 298 00:13:40,971 --> 00:13:42,348 Hey Morgan, its Richard. I've got some great news. 299 00:13:42,406 --> 00:13:44,408 It looks like we have a client who would love to hear your pitch. 300 00:13:44,508 --> 00:13:45,578 Give me a call back. 301 00:13:52,683 --> 00:13:55,664 It's our first big pitch, with a real brand. 302 00:13:56,353 --> 00:13:57,991 Richard Kirshenbaum hooked the whole thing up 303 00:13:58,055 --> 00:13:59,898 with one of his clients. 304 00:14:01,658 --> 00:14:04,161 So this is it. It's on! It's real right now. 305 00:14:06,863 --> 00:14:09,207 - I want to introduce you to Morgan. - Hi. 306 00:14:10,167 --> 00:14:11,908 - Hi, how are you? I'm Morgan Spurlock. - Beth Jones. 307 00:14:12,002 --> 00:14:14,107 I have friends who make great, big, giant Hollywood films 308 00:14:14,204 --> 00:14:16,616 and I have friends who make little independent films like I make. 309 00:14:16,840 --> 00:14:19,343 And the friends of mine who make big giant Hollywood movies 310 00:14:19,409 --> 00:14:21,286 say that the reason their films are so successful 311 00:14:21,378 --> 00:14:23,187 is because of the brand partners that they have. 312 00:14:23,280 --> 00:14:25,453 And then my friends who make small independent films say, 313 00:14:25,682 --> 00:14:28,686 "Well how are we supposed to compete with these big, giant Hollywood movies?" 314 00:14:28,752 --> 00:14:32,359 And the movie is called The Greatest Movie Ever Sold. 315 00:14:32,689 --> 00:14:35,363 So now how specifically will we see Ban in the film? 316 00:14:35,959 --> 00:14:38,963 See anytime I'm getting ready to go, anytime I open my medicine cabinet, 317 00:14:39,062 --> 00:14:41,269 you will see Ban Deodorant- 318 00:14:41,365 --> 00:14:43,572 While anytime I do an interview with someone, 319 00:14:43,867 --> 00:14:47,041 I can say, "Are you fresh enough for this interview? 320 00:14:47,304 --> 00:14:48,806 "Are you ready? You look a little nervous. 321 00:14:48,972 --> 00:14:51,145 "I want to help you calm down, so maybe you should... 322 00:14:51,541 --> 00:14:53,111 "Maybe you should put some on before the interview." 323 00:14:53,210 --> 00:14:55,281 So we'll offer one of these fabulous scents, 324 00:14:55,379 --> 00:14:57,552 Whether it's a Floral Fusion or Paradise Winds, 325 00:14:57,648 --> 00:14:58,752 they'll have their chance. 326 00:14:58,882 --> 00:15:01,954 We'll have them geared for both male or female, 327 00:15:02,219 --> 00:15:04,290 solid roll-on or stick, or whatever it may be. 328 00:15:04,821 --> 00:15:07,097 That's the two-cent tour. 329 00:15:07,291 --> 00:15:10,898 So now I can answer any of your questions and give you the five-cent tour. 330 00:15:10,961 --> 00:15:11,962 We are a smaller brand, 331 00:15:12,062 --> 00:15:15,305 much like you talked about being a smaller movie. 332 00:15:15,399 --> 00:15:16,969 We're very much a challenger brand 333 00:15:17,067 --> 00:15:19,240 so we don't have the budgets that other brands have. 334 00:15:19,336 --> 00:15:22,647 So doing things like this, remind people about Ban, 335 00:15:22,739 --> 00:15:24,650 is why we're interested in it. 336 00:15:24,741 --> 00:15:26,584 What are the words you would use to describe Ban? 337 00:15:26,743 --> 00:15:28,017 Ban is blank. 338 00:15:30,414 --> 00:15:32,951 That's a great question. 339 00:15:37,187 --> 00:15:39,292 Ban is superior technology. 340 00:15:39,856 --> 00:15:41,335 Technology's not the way you want to describe 341 00:15:41,425 --> 00:15:42,426 something somebody's putting in their armpit. 342 00:15:42,492 --> 00:15:44,972 We talk about bold. Fresh. 343 00:15:45,162 --> 00:15:48,700 I think fresh is a great word that really spins this category into the positive 344 00:15:48,865 --> 00:15:51,175 versus the "fights odor and wetness." 345 00:15:51,268 --> 00:15:52,941 It keeps you fresh. 346 00:15:53,036 --> 00:15:56,108 How do we keep you fresher longer? Better freshness, more freshness. 347 00:15:56,340 --> 00:15:57,444 Three times fresher. 348 00:15:57,507 --> 00:16:00,454 Things like that that are, you know, more of that positive benefit, 349 00:16:00,510 --> 00:16:03,354 When it comes down to cost and things like that, 350 00:16:03,480 --> 00:16:05,187 do we have to have a sideline conversation about that? 351 00:16:05,282 --> 00:16:07,228 About what things will cost in this film, or what? 352 00:16:07,317 --> 00:16:09,456 - Yeah, to participate. - No, we can talk about it now. 353 00:16:09,653 --> 00:16:10,996 Okay. What do you project? 354 00:16:11,154 --> 00:16:13,031 We're trying to sell the above-the-title sponsorship, 355 00:16:13,123 --> 00:16:15,467 the naming rights for a million dollars. 356 00:16:15,625 --> 00:16:17,298 All the way down to brand partners 357 00:16:17,461 --> 00:16:21,705 who will come in for anywhere from $25,000 to $100,000. 358 00:16:21,798 --> 00:16:23,971 What about concerns that you would have, 359 00:16:24,534 --> 00:16:26,070 or things that you would be worried about? 360 00:16:26,169 --> 00:16:28,877 You have a somewhat controversial reputation. 361 00:16:28,972 --> 00:16:31,976 How can you assure us that it'll be done in a positive light? 362 00:16:32,142 --> 00:16:34,486 I think, when it comes to all of the brand partners... 363 00:16:34,711 --> 00:16:38,318 Like the way that Ban will be portrayed in the film will be... 364 00:16:38,582 --> 00:16:39,925 There's no way I would disparage Ban 365 00:16:40,083 --> 00:16:41,721 because, again, at the end of the day you are my partner. 366 00:16:41,818 --> 00:16:43,559 - I think that was the main concern. - Yeah. 367 00:16:43,687 --> 00:16:45,394 I don't know that we have... 368 00:16:45,489 --> 00:16:47,264 We're pretty excited about it. 369 00:16:47,357 --> 00:16:48,768 Is there a number that you guys want to hit 370 00:16:48,859 --> 00:16:51,066 that's the amount you'd want to commit to something like this? 371 00:16:52,095 --> 00:16:54,735 I think in that 50-range. I think you were talking... 372 00:16:54,931 --> 00:16:57,343 - Amazing! That's great. Great to meet you. - Great to meet you. 373 00:16:57,401 --> 00:16:58,744 - Great meeting you. - Great presentation. 374 00:16:58,835 --> 00:17:01,338 - Thank you, - We're really looking forward to it. 375 00:17:02,005 --> 00:17:04,576 One down, about 15 to go. 376 00:17:05,542 --> 00:17:07,852 But I mean, as they say, 377 00:17:08,845 --> 00:17:10,415 smells like a brand new day. 378 00:17:10,580 --> 00:17:11,786 With Ban on board, 379 00:17:11,882 --> 00:17:14,362 Richard thought I should talk ta an old lawyer friend of his. 380 00:17:14,518 --> 00:17:16,794 That way I know exactly what I can promise folks, 381 00:17:16,887 --> 00:17:19,060 not to mention, what I can and can't say about them. 382 00:17:19,122 --> 00:17:20,567 - Hey, Rick? - Yes. 383 00:17:20,624 --> 00:17:23,036 - Hi. I'm Morgan Spurlock. - Hi. Nice to see you. 384 00:17:23,093 --> 00:17:24,299 - Good to see you. How've you been? - Good. 385 00:17:24,861 --> 00:17:27,467 Richard called you, told you about the film we're about to make 386 00:17:27,564 --> 00:17:30,306 and we need some real legal advice. 387 00:17:30,867 --> 00:17:32,938 We're making a movie called The Greatest Movie Ever Sold. 388 00:17:33,036 --> 00:17:34,208 The most important question, 389 00:17:34,271 --> 00:17:36,945 what's going to keep me from getting sued in making this movie? 390 00:17:37,040 --> 00:17:38,451 I think you'll probably be okay 391 00:17:38,542 --> 00:17:42,319 because the whole set up of the film establishes the context. 392 00:17:42,412 --> 00:17:45,882 So I can say something's the "greatest" and not have an issue with it? 393 00:17:46,216 --> 00:17:47,286 Yes. 394 00:17:47,384 --> 00:17:51,389 Film can be a documentary, in which case everything should be real, 395 00:17:51,555 --> 00:17:53,228 and film can be completely fiction. 396 00:17:53,290 --> 00:17:58,171 And most commercials, most advertising is slice of life, it's completely fictional. 397 00:17:58,295 --> 00:18:01,902 The flip side of that, we sometimes call "faction." 398 00:18:01,965 --> 00:18:03,239 So wait, What's "faction"? 399 00:18:03,500 --> 00:18:06,606 Faction is when you've combined documentary, 400 00:18:06,670 --> 00:18:12,018 or factual, or historical information with speculation or notion. 401 00:18:12,275 --> 00:18:15,620 Where you've got a mix of fact 402 00:18:15,779 --> 00:18:20,990 and then something that you as a director, or an author writing a book, 403 00:18:21,251 --> 00:18:24,824 really has an obligation to indicate to the audience 404 00:18:25,288 --> 00:18:30,761 what is the historical fact and what is the speculation in a typical work of faction, 405 00:18:30,827 --> 00:18:34,775 If I say that these are the greatest sunglasses anybody could ever wear, 406 00:18:34,931 --> 00:18:36,137 in The Greatest Movie Ever Sold. 407 00:18:36,266 --> 00:18:38,143 Can I... On the inverse, 408 00:18:38,268 --> 00:18:41,613 can I say that every other sunglasses are the worst sunglasses ever made? 409 00:18:41,805 --> 00:18:45,014 You know, if you're saying everything that's a sponsor is the greatest 410 00:18:45,108 --> 00:18:47,315 and everything else is trash, 411 00:18:47,377 --> 00:18:50,119 people seeing the film are going to get that you're making a point 412 00:18:50,280 --> 00:18:53,022 and that it's not a personal endorsement. 413 00:18:53,116 --> 00:18:57,394 So, you're a very powerful attorney here in New York City. 414 00:18:57,487 --> 00:18:59,160 You're a partner in the firm. 415 00:18:59,389 --> 00:19:01,300 So how much did this hour just cost me? 416 00:19:02,893 --> 00:19:04,895 My rate's $770 an hour, 417 00:19:05,729 --> 00:19:09,973 But, advertising has its value so this is advertising for me, 418 00:19:10,133 --> 00:19:13,910 so the question is how much does it cost me to be in your movie? 419 00:19:15,171 --> 00:19:18,345 All the big Hollywood blockbusters have tie-ins with fast food restaurants. 420 00:19:18,675 --> 00:19:20,154 Cups, toys, you name it. 421 00:19:20,644 --> 00:19:22,180 None of those guys would call me back. 422 00:19:22,412 --> 00:19:24,517 Bu! I did find one Central Pennsylvania staple 423 00:19:24,648 --> 00:19:26,650 who thought this could be right up their alley. 424 00:19:26,983 --> 00:19:31,557 They were so excited they even flew me to their offices in their private plane. 425 00:19:32,756 --> 00:19:34,667 As I said, I am a fan of Sheetz. 426 00:19:35,225 --> 00:19:37,000 I love Sheetz, 427 00:19:37,060 --> 00:19:39,165 - Are you blowing sunshine up our ass? - I am. 428 00:19:39,229 --> 00:19:40,503 - Okay. - In a great way. 429 00:19:41,498 --> 00:19:43,273 Shameless marketing. 430 00:19:43,366 --> 00:19:46,540 More shameless plugs, that's what we want to do for Sheetz, 431 00:19:46,670 --> 00:19:47,944 We're going to be traveling around talking 432 00:19:48,038 --> 00:19:50,951 about the impact of product placement, marketing and advertising, 433 00:19:51,041 --> 00:19:53,851 talking to people along the way. And where better to talk to people, 434 00:19:54,277 --> 00:19:56,086 - than at a Sheetz? - True. 435 00:19:56,179 --> 00:19:57,590 At a gas pump, 436 00:19:57,681 --> 00:19:59,752 I want to hear people, what they think about products. 437 00:19:59,849 --> 00:20:01,021 What do they think about Sheetz? 438 00:20:01,084 --> 00:20:02,722 And again, when we're going to interview people 439 00:20:02,786 --> 00:20:05,790 we wanna make sure we interview people right inside of a Sheetz location. 440 00:20:06,122 --> 00:20:08,227 We want to sit down and have interviews with someone who... 441 00:20:08,291 --> 00:20:10,601 - Have a sandwich. - Yeah, we'll have a sandwich. 442 00:20:10,794 --> 00:20:13,604 Here I am enjoying a meatball sub talking to this gentleman. 443 00:20:13,697 --> 00:20:15,904 We're talking about product placement. 444 00:20:16,132 --> 00:20:18,976 And so maybe we'll talk to somebody who's against product placement, 445 00:20:19,069 --> 00:20:21,379 who's against advertising, against marketing in films. 446 00:20:21,538 --> 00:20:23,415 We'll talk to them inside of a Sheetz. 447 00:20:23,607 --> 00:20:26,315 - While they have the product in their hand. - Of course. That's the best part. 448 00:20:26,409 --> 00:20:28,218 Cool. All right, yeah. 449 00:20:28,878 --> 00:20:30,915 And for me, what I'm really excited about, 450 00:20:31,047 --> 00:20:34,426 is to have Sheetz be the home of our collector cups. 451 00:20:34,784 --> 00:20:38,425 Of course, the fleet truck, for The Greatest Movie Ever Sold. 452 00:20:38,488 --> 00:20:41,628 There's the cup where you'll get The Greatest Floozie You'll Ever Drink, 453 00:20:41,725 --> 00:20:42,726 Right inside there... 454 00:20:42,792 --> 00:20:45,739 And of course, "Holy Sheetz, I can't believe how many choices there are!" 455 00:20:46,162 --> 00:20:48,733 "Collect all four at your Sheetz." 456 00:20:49,432 --> 00:20:52,174 See? First time ever, documentary with collector cups, 457 00:20:52,669 --> 00:20:54,307 They're going to be on that like a wet T-shirt, 458 00:20:54,437 --> 00:20:57,646 That's right. That's big right there, that's big. 459 00:20:57,807 --> 00:21:00,845 What do you think are the probability of negative press is? 460 00:21:00,944 --> 00:21:05,256 Is that, like, "Here's this jerk who's making 461 00:21:05,315 --> 00:21:09,525 "this horrible, horrible marketing movie 462 00:21:09,753 --> 00:21:12,597 "with the assumption that Americans are idiots." 463 00:21:13,189 --> 00:21:15,931 Okay? And then that's what they talk about on E! or something. 464 00:21:15,992 --> 00:21:20,202 "Morgan is an idiot and he thinks all of Americans are idiots 465 00:21:20,296 --> 00:21:22,936 "and all the people who sponsored this film are idiots. 466 00:21:23,033 --> 00:21:25,775 "They're bigger idiots." What does that do to our brand? 467 00:21:25,869 --> 00:21:29,180 This film will literally talk about this thing that is in front of all of us. 468 00:21:29,272 --> 00:21:31,479 That is, literally, right there every day 469 00:21:31,541 --> 00:21:33,521 and bring it home in a way that just makes us think about it, 470 00:21:33,610 --> 00:21:35,988 recognize it. I don't think people will look at you like you're stupid, 471 00:21:36,046 --> 00:21:38,959 I think people will look at you like, "These people were brave enough 472 00:21:39,115 --> 00:21:41,186 "to be a part of this because they're not afraid of their brand." 473 00:21:41,284 --> 00:21:42,285 Is there a plot? 474 00:21:42,686 --> 00:21:44,359 Or is it just shameless marketing? 475 00:21:44,487 --> 00:21:49,994 No. The plot is literally me trying to find the people to support a film like this, 476 00:21:50,326 --> 00:21:53,796 that talks about the topic. This is the... This is the movie right now. 477 00:21:53,996 --> 00:21:55,407 This is it. it's happening, 478 00:21:55,497 --> 00:21:58,967 Is there a base number, though, of what you guys are comfortable saying, 479 00:21:59,134 --> 00:22:00,875 - "We'll commit to this"? - Yes. 480 00:22:01,003 --> 00:22:04,075 A hundred. We had said we'd commit to 100 as a base. 481 00:22:04,740 --> 00:22:07,311 - Thank you. It was a pleasure. - It was a pleasure to meet you. 482 00:22:08,077 --> 00:22:09,488 Can we take these mics off? 483 00:22:09,645 --> 00:22:11,556 Couldn't have gone any better than that. I don't think. 484 00:22:12,314 --> 00:22:13,418 Or maybe it could have, 485 00:22:13,649 --> 00:22:15,560 I don't know if he's blowing sunshine up our ass 486 00:22:15,651 --> 00:22:19,656 trying to get money out of us, or... You know, I mean, what's going on here? 487 00:22:19,722 --> 00:22:22,066 This is all about marketing, you know what I mean? 488 00:22:22,424 --> 00:22:24,700 Are we really friends yet? 489 00:22:25,227 --> 00:22:27,036 I don't know if we're friends yet. 490 00:22:27,229 --> 00:22:28,902 Meanwhile, on the other side of the country, 491 00:22:28,997 --> 00:22:31,443 I think I may have finally found a drink sponsor. 492 00:22:31,533 --> 00:22:33,877 It's not Coke or Pepsi. They wouldn't call me back either. 493 00:22:33,936 --> 00:22:37,110 It tums out; though, that POM Wonderful 100% Pomegranate Juice 494 00:22:37,206 --> 00:22:42,053 is filled with antioxidants, is apparently 40% as effective as Viagra, 495 00:22:42,111 --> 00:22:46,685 and is a multimillion dollar corporation that takes a unique approach to marketing. 496 00:22:46,749 --> 00:22:49,889 The way that I wanna see POM, or when we first see POM in the movie, 497 00:22:50,018 --> 00:22:52,294 or find out you are on, is we get the call. 498 00:22:52,788 --> 00:22:55,359 Maybe you guys are gonna be in, "We're gonna do it. 499 00:22:55,424 --> 00:22:56,732 "We wanna be the official beverage." 500 00:22:56,859 --> 00:22:59,863 And so then every other beverage in the movie is blurred out. 501 00:23:00,729 --> 00:23:02,970 We will never see another beverage in the movie. 502 00:23:03,065 --> 00:23:05,067 Every other thing will start to become blurry except for POM. 503 00:23:05,134 --> 00:23:06,807 There's been all those times where 504 00:23:06,902 --> 00:23:08,404 there's been product placement in movies 505 00:23:08,470 --> 00:23:10,279 and integration. We want to take it one step further 506 00:23:10,372 --> 00:23:14,081 where we want to be the first movie ever to actually have 30-second commercials 507 00:23:14,143 --> 00:23:15,451 right in the middle of the film. 508 00:23:15,978 --> 00:23:19,983 So we're gonna shoot commercial spots. There'll be three spots throughout the film, 509 00:23:20,082 --> 00:23:21,959 as I said, our top three sponsors. 510 00:23:22,151 --> 00:23:23,221 The above-the-title sponsors 511 00:23:23,285 --> 00:23:25,162 and the other two which will have 30 second spots 512 00:23:25,254 --> 00:23:27,131 of which POM would be a great commercial. 513 00:23:27,222 --> 00:23:29,463 We have some really good ideas that we could do something with that. 514 00:23:29,558 --> 00:23:31,936 There's no better marketer than NASCAR. 515 00:23:32,227 --> 00:23:35,800 NASCAR does a great job about showing their loyalty to brands, 516 00:23:35,964 --> 00:23:38,137 showing their partners with brand sponsorships, 517 00:23:38,233 --> 00:23:41,146 and one of the things they do so well is the NASCAR suit. 518 00:23:41,303 --> 00:23:43,146 The Greatest Movie Ever Sold needs to have a suit, 519 00:23:43,238 --> 00:23:46,082 so then, when I go out and go on the late night programs, 520 00:23:46,141 --> 00:23:49,179 of course I'll be wearing my Greatest Movie Ever Sold suit, 521 00:23:49,278 --> 00:23:52,282 which of course will have a giant POM Wonderful logo on it, 522 00:23:52,347 --> 00:23:54,793 Other sponsor logos, you know, covering it throughout. 523 00:23:55,117 --> 00:23:56,187 And so that's the end, 524 00:23:56,285 --> 00:23:58,128 as you can see I'm at the end of my POM bottle... 525 00:23:58,187 --> 00:23:59,427 Look how happy I am... 526 00:23:59,922 --> 00:24:03,028 And so we would love to have you guys be the official beverage, 527 00:24:03,125 --> 00:24:05,503 What questions do you have for me? What can I answer for you? 528 00:24:05,594 --> 00:24:10,703 We're an extremely high quality product with a real brand image to uphold. 529 00:24:11,433 --> 00:24:13,970 How do we know that the other sponsors you're gonna put in the film 530 00:24:14,036 --> 00:24:15,447 are compatible with that? 531 00:24:15,604 --> 00:24:18,278 The brands we wanna go after are the brands that really reflect 532 00:24:18,440 --> 00:24:21,546 what I think the movie stands for, what I stand for. 533 00:24:22,177 --> 00:24:24,350 Doing something different, doing something innovative. 534 00:24:24,446 --> 00:24:29,395 We think that you represent POM in a way, and POM represents you. 535 00:24:29,484 --> 00:24:31,327 We're compatible together. 536 00:24:31,720 --> 00:24:33,461 So that's why I'm attracted to it. 537 00:24:33,789 --> 00:24:37,066 The other thing is full transparency is very important to us. 538 00:24:37,392 --> 00:24:40,236 I think it's important that people know how much we spent 539 00:24:40,329 --> 00:24:44,300 to get in this movie and that we actually paid for it, because... 540 00:24:44,399 --> 00:24:46,140 - Why not? - Do you have any concerns? 541 00:24:46,401 --> 00:24:47,744 Of course! 542 00:24:48,470 --> 00:24:51,178 I wouldn't be a Jewish mother if I didn't have concerns. 543 00:24:51,807 --> 00:24:56,916 But part of being out there and being successful is taking chances, 544 00:24:57,079 --> 00:24:58,183 you know? 545 00:24:58,313 --> 00:25:01,157 So this is uncharted territory, which is exciting for us. 546 00:25:01,316 --> 00:25:03,193 - POM was uncharted territory. - Right. 547 00:25:03,485 --> 00:25:08,059 So on your title card, it said "Brand X - The Greatest Movie Ever Sold." 548 00:25:08,223 --> 00:25:11,397 Is Brand X what you're going to put on there or are you open to... 549 00:25:11,493 --> 00:25:13,063 No, it's going to be POM Wonderful, 550 00:25:13,195 --> 00:25:15,766 - Is it gonna be POM Wonderful? - Well, I mean, it could be... 551 00:25:15,898 --> 00:25:19,209 - If we make a deal. - Now we're getting down to brass lacks, 552 00:25:19,401 --> 00:25:23,872 If you want to be Brand X, which I would love for POM to be Brand X... 553 00:25:24,573 --> 00:25:27,019 POM Wonderful presents The Greatest Movie Ever Sold. 554 00:25:27,175 --> 00:25:29,553 We wanna sell the above-the-title sponsorship for a million dollars. 555 00:25:29,611 --> 00:25:33,525 Does a million dollars come with 100% complete satisfaction guarantee? 556 00:25:33,849 --> 00:25:35,192 For me? Yes. 557 00:25:48,964 --> 00:25:51,205 Talk about the amenities that the Hyatt has to offer, 558 00:25:54,536 --> 00:25:58,916 In the film, I'll come visit you guys and pitch you about being in the film. 559 00:25:58,974 --> 00:26:01,420 Have you ever done any product placement or anything like this? 560 00:26:01,476 --> 00:26:02,477 No. 561 00:26:02,577 --> 00:26:04,887 And now I'd rather know what we get? What do we get? 562 00:26:05,113 --> 00:26:06,615 - So, are you in? - We're in. 563 00:26:09,551 --> 00:26:11,656 Mini Cooper, official car of The Greatest Movie Ever Sold. 564 00:26:11,753 --> 00:26:12,823 Are we getting seven? 565 00:26:30,572 --> 00:26:32,916 Maybe I shouldn't be celebrating just yet. 566 00:26:32,975 --> 00:26:35,080 Even with all these brands signed on to the movie, 567 00:26:35,143 --> 00:26:37,419 believe it or not POM just won't give me the million dollars. 568 00:26:37,746 --> 00:26:40,659 For that to happen, I have to accomplish a lot of other things. 569 00:26:40,749 --> 00:26:43,252 Like show on over 250 screens worldwide, 570 00:26:43,318 --> 00:26:45,423 sell 500000 downloads and DVDs, 571 00:26:45,587 --> 00:26:47,965 generate more than 600 million media impressions, 572 00:26:48,023 --> 00:26:50,594 and make more than $10 million at the box office. 573 00:26:50,859 --> 00:26:53,100 And then there's what's in all other contracts! 574 00:26:53,628 --> 00:26:56,939 I can only stay at a Hyatt, have to pump gas at a Sheetz, 575 00:26:57,099 --> 00:26:59,170 I can only eat Amy's Pizza, 576 00:26:59,267 --> 00:27:01,770 I can't disparage the entire country of Germany 577 00:27:01,870 --> 00:27:04,874 and I have to conduct an interview in one of JetBlue's aircraft. 578 00:27:04,973 --> 00:27:07,010 And that's just the tip of the iceberg. 579 00:27:08,210 --> 00:27:09,518 As all these contracts are coming in, 580 00:27:09,611 --> 00:27:14,026 I'm just a bit overwhelmed, at a loss, confused. 581 00:27:14,116 --> 00:27:18,826 So with POM, based on this contract, can I drink anything else in the movie? 582 00:27:18,887 --> 00:27:19,957 I don't think you can, 583 00:27:20,055 --> 00:27:23,127 and I would certainly recommend against it because, I think it sort of goes... 584 00:27:23,191 --> 00:27:25,501 Even if there's not an explicit prohibition, 585 00:27:25,560 --> 00:27:29,337 you've got to show some deference to this sponsor and this product. 586 00:27:29,631 --> 00:27:32,475 It says here we're gonna give them the right to use content of the film. 587 00:27:32,534 --> 00:27:34,810 Do we get to decide what content that is? 588 00:27:35,037 --> 00:27:39,679 Most of these sponsors are looking for sort of a reciprocal quid pro quo thing 589 00:27:39,875 --> 00:27:44,324 where you're gonna use their brands, but they do want a piece of this movie 590 00:27:44,479 --> 00:27:46,390 and to be able to associate themselves with the movie 591 00:27:46,481 --> 00:27:48,984 and with the valuable name and image of Morgan Spurlock, 592 00:27:49,217 --> 00:27:52,528 They're asking for final approval of the film. Do we have to show them the whole movie? 593 00:27:52,654 --> 00:27:53,894 If they have final approval of the whole film, 594 00:27:53,989 --> 00:27:55,730 yes, you'd have to show them the whole movie. 595 00:27:55,824 --> 00:27:57,565 But do... We don't have to... 596 00:27:57,659 --> 00:28:00,367 Do we have to do that or can we just show them pieces of the film? 597 00:28:00,529 --> 00:28:02,338 This is a multi-national brand, 598 00:28:02,664 --> 00:28:05,941 and they're very protective about how they're going to be perceived, 599 00:28:06,034 --> 00:28:07,411 and how their brand is going to be perceived. 600 00:28:07,736 --> 00:28:09,443 I feel like we're losing... 601 00:28:09,538 --> 00:28:12,018 I'm gonna lose the ability to actually have control over the movie. 602 00:28:13,742 --> 00:28:16,018 And I just need you to tell me... 603 00:28:16,678 --> 00:28:18,453 Or you tell me if I am, 604 00:28:18,547 --> 00:28:21,255 I just wanna know that I can still make the movie I wanna make. 605 00:28:21,416 --> 00:28:23,123 How much influence are they gonna have over the movie? 606 00:28:23,351 --> 00:28:24,955 It depends on the movie that you wanna make. 607 00:28:25,253 --> 00:28:27,062 At the end of the day, it's your voice 608 00:28:28,290 --> 00:28:32,602 and it's gonna be your reputation as a filmmaker that you have to protect. 609 00:28:32,761 --> 00:28:38,302 You have to stand up for what you believe is working for the film 610 00:28:38,400 --> 00:28:40,573 and what isn't working for the film. 611 00:28:40,869 --> 00:28:42,280 - You have a couple of choices, - Okay. 612 00:28:42,370 --> 00:28:46,250 One choice is to allow yourself to be co-opted a little bit. 613 00:28:47,142 --> 00:28:49,986 That's you know... You dip your toe in the water. 614 00:28:50,445 --> 00:28:52,288 Pretty soon you're putting your foot in the water, 615 00:28:52,380 --> 00:28:53,757 pretty soon you're swimming, 616 00:28:53,815 --> 00:28:55,624 and you don't think you're changing, 617 00:28:55,984 --> 00:28:57,895 You just say, "Okay, I'll do a little more." 618 00:28:58,253 --> 00:29:00,893 You end up swimming, that's what they're anticipating, 619 00:29:01,056 --> 00:29:03,297 The other option is to resist, 620 00:29:03,892 --> 00:29:07,635 and maybe end up in Montana growing your own food. 621 00:29:07,996 --> 00:29:11,910 This movie is actually documentary evidence 622 00:29:12,767 --> 00:29:15,680 of how fucked up marketing is. 623 00:29:15,971 --> 00:29:18,144 It's shrill, it's ever-present. 624 00:29:19,808 --> 00:29:24,018 Whatever... If there was ever anything pristine about the world we live in, 625 00:29:24,112 --> 00:29:25,284 it no longer is, right? 626 00:29:25,347 --> 00:29:29,955 Because you can't go anywhere without encountering this stuff. 627 00:29:30,285 --> 00:29:32,458 First thought, what's it gonna do to Morgan Spurlock? 628 00:29:33,121 --> 00:29:36,659 And what's it going to do to the satire and the spoof? 629 00:29:37,025 --> 00:29:40,529 Because you can satirize and spoof yourself out of your objective. 630 00:29:41,096 --> 00:29:45,272 But out of this film might come a transformed, commercialized, 631 00:29:45,600 --> 00:29:47,944 corporatized Morgan Spurlock, 632 00:29:48,470 --> 00:29:50,950 And you'll never be able to shake the identity. 633 00:29:51,706 --> 00:29:53,947 That's your peril. That's your challenge. 634 00:29:54,442 --> 00:29:56,615 Well, have you got a pair of these? 635 00:29:58,680 --> 00:30:00,990 - They're giving you products, too? - These are Merrells. 636 00:30:01,049 --> 00:30:03,359 You're gonna be completely clothed with their products? 637 00:30:03,451 --> 00:30:05,294 Absolutely. And this is a fantastic shoe. 638 00:30:05,353 --> 00:30:07,299 - What is it? - This is a Merrell, 639 00:30:07,989 --> 00:30:09,400 - Merrell? - Merrell, yeah. 640 00:30:09,724 --> 00:30:12,466 - Where is it made? - Merrell, they're made in America. 641 00:30:12,527 --> 00:30:13,562 - Wow. - Yeah. 642 00:30:14,229 --> 00:30:15,731 Right here in the US of A. 643 00:30:16,131 --> 00:30:18,202 - Is it new? - They've been out a few years. 644 00:30:18,300 --> 00:30:19,506 I've had a pair of these before, 645 00:30:19,634 --> 00:30:21,807 and so we called them because actually, I'm a fan. 646 00:30:21,903 --> 00:30:24,509 - Yeah, how's the arch support? - it's great. 647 00:30:24,739 --> 00:30:26,480 - And the water? - The waters good. 648 00:30:26,575 --> 00:30:28,646 They make boots that are waterproof as well. 649 00:30:28,810 --> 00:30:32,417 - So where are they sold? - They're sold in outdoor stores and... 650 00:30:32,514 --> 00:30:33,925 - Catalogs? - And catalogs. 651 00:30:34,015 --> 00:30:35,688 Merrell.com, at their website. 652 00:30:37,385 --> 00:30:38,659 - I'll have to look at that. - Yeah. 653 00:30:38,720 --> 00:30:40,757 - Yeah. This is a good shoe. - Yeah. 654 00:30:57,272 --> 00:30:59,047 Tell you one thing I'm glad of, 655 00:30:59,107 --> 00:31:02,179 is that I'm not driving some piece of shit Volkswagen right now. 656 00:31:03,378 --> 00:31:05,187 Like, this car runs so good. 657 00:31:05,247 --> 00:31:08,126 It is, like, the greatest machine you could have on the road. 658 00:31:08,216 --> 00:31:10,389 Gets the best gas mileage. It looks amazing, 659 00:31:10,452 --> 00:31:13,058 How good do these cars look? They look incredible. 660 00:31:15,056 --> 00:31:16,729 Everybody seems to have a differing opinion. 661 00:31:16,858 --> 00:31:19,099 Can you still have credibility once a brand gets involved? 662 00:31:19,194 --> 00:31:20,764 I would argue it depends on what kind of show it is. 663 00:31:20,862 --> 00:31:25,106 If it's like a Grammy, an Emmy Award winning drama, 664 00:31:25,200 --> 00:31:27,612 - like, I don't know, ER... - Law & Order. 665 00:31:27,702 --> 00:31:31,115 Law & Order: I would say that's a little more foreign, 666 00:31:31,206 --> 00:31:33,584 If it's more of a breezy show, or a reality show... 667 00:31:33,708 --> 00:31:35,779 Reality and sports, all bets are off already. 668 00:31:35,944 --> 00:31:38,254 It's already off. Another question is comedies and dramas, 669 00:31:38,380 --> 00:31:41,054 That's the prime real-estate of network TV. 670 00:31:41,216 --> 00:31:43,992 What is the most egregious product placement you've ever seen? 671 00:31:44,085 --> 00:31:48,090 In the last two years, we're seeing people say things in dialog 672 00:31:48,156 --> 00:31:49,601 that was intended for the show. 673 00:31:49,724 --> 00:31:51,260 "I couldn't have been here without Dr. Pepper!" 674 00:31:51,326 --> 00:31:53,135 Maybe if you stopped drinking so much Dr. Pepper. 675 00:31:53,228 --> 00:31:54,229 We're on a road trip. 676 00:31:54,296 --> 00:31:56,435 Drinking Dr. Pepper is practically a requirement. 677 00:31:56,498 --> 00:31:58,068 "I love that Subway $5 Footlong!" 678 00:31:58,266 --> 00:31:59,267 What can I do for you, son? 679 00:31:59,401 --> 00:32:01,472 I got an extra Chicken Teriyaki Footlong. 680 00:32:01,569 --> 00:32:04,243 I thought someone would be interested in. 681 00:32:04,506 --> 00:32:06,679 - I think that's really... - That's fantastic. 682 00:32:06,775 --> 00:32:08,152 Holy mother, what's going on there? 683 00:32:08,343 --> 00:32:10,516 - No one says that, no one acts that way... - Nobody acts that way. 684 00:32:10,612 --> 00:32:13,650 No one acts that way. It's always unnatural and it's forced- 685 00:32:13,748 --> 00:32:15,921 it's so forced that you go, "I'm not watching a show, 686 00:32:15,984 --> 00:32:18,362 "I'm watching a commercial." And that ruins the whole experience, 687 00:32:18,753 --> 00:32:21,996 Brian Steinberg may hate it when product placement is too obvious, 688 00:32:22,090 --> 00:32:23,592 but since I'm contractually obligated, 689 00:32:23,658 --> 00:32:26,969 to do an interview in JetBlue's new state-of-the-art Terminal 5, 690 00:32:27,262 --> 00:32:28,935 I thought this would be a great place 691 00:32:28,997 --> 00:32:31,034 to talk to someone who thinks the bigger problem 692 00:32:31,132 --> 00:32:33,668 is that people don't know they're being advertised to. 693 00:32:34,134 --> 00:32:35,636 Robert Weissman is the president 694 00:32:35,703 --> 00:32:37,774 of the consumer advocacy group Public Citizen, 695 00:32:37,838 --> 00:32:39,681 and he's championing a radical way 696 00:32:39,773 --> 00:32:42,310 to differentiate advertisements from entertainment. 697 00:32:42,776 --> 00:32:45,052 With product placement, what do you think should be done? 698 00:32:45,779 --> 00:32:47,224 In films and television... 699 00:32:47,381 --> 00:32:49,327 The most important thing, especially for television, 700 00:32:49,383 --> 00:32:52,125 is to have simultaneous labeling 701 00:32:52,186 --> 00:32:55,326 that people are being hit with an advertisement at the moment they are, 702 00:32:55,389 --> 00:32:57,062 - Right. - There should be some little pop-up 703 00:32:57,157 --> 00:32:58,864 that comes on and says, "Advertisement." 704 00:32:58,959 --> 00:33:01,633 It could be a scroll at the bottom, a little pop-up, whatever. 705 00:33:01,695 --> 00:33:03,231 At the moment that people are being advertised to 706 00:33:03,330 --> 00:33:05,310 they should know they're being advertised to, 707 00:33:05,532 --> 00:33:10,982 The advertisers in the television industry say, "The horror! That'd be terrible." 708 00:33:11,071 --> 00:33:12,880 Because it would create clutter on the screen. 709 00:33:12,973 --> 00:33:14,714 - Right. - But anyone who's watched television 710 00:33:14,875 --> 00:33:16,718 foe betweeen three and 10 seconds 711 00:33:16,810 --> 00:33:20,383 knows there's tons of clutter on the screen almost all the time. 712 00:33:20,481 --> 00:33:23,985 There's the logo for the network, there's pop-up advertisements, 713 00:33:24,051 --> 00:33:26,327 - there's emergency things going across... - Yeah, 714 00:33:26,387 --> 00:33:28,594 ...different programs, there's two streams going across, 715 00:33:28,689 --> 00:33:30,498 and other stuff on the side, 716 00:33:30,591 --> 00:33:33,071 so there's already tons of clutter. 717 00:33:33,160 --> 00:33:38,439 If they can do clutter for advertisement, they can do a little additional piece 718 00:33:38,532 --> 00:33:44,574 to tell people that even in the core program, they're being exposed to an advertisement. 719 00:33:44,671 --> 00:33:49,086 Robert Weissman loooves JetBlue! Happy Jetting! 720 00:33:49,743 --> 00:33:51,222 Wow, gosh, Morgan. 721 00:33:52,112 --> 00:33:54,558 Pretty clever. Thanks for flying me here for that. 722 00:33:56,049 --> 00:33:58,029 I guess you have more power than I thought. 723 00:34:00,554 --> 00:34:03,364 While Robert may be leading the charge to get rid of product placement 724 00:34:03,524 --> 00:34:05,265 another guy practically invented it. 725 00:34:05,793 --> 00:34:08,706 In Hollywood, if you need a car, you call Norm. 726 00:34:09,263 --> 00:34:11,709 If you need a beer, you call Norm. 727 00:34:11,932 --> 00:34:15,971 In fact, if you need just about anything, you call one man, 728 00:34:16,537 --> 00:34:17,709 Norm Marshall. 729 00:34:17,905 --> 00:34:19,543 If anyone can tell me how much influence 730 00:34:19,606 --> 00:34:22,610 brands are going to have over my movie, it's him. 731 00:34:23,110 --> 00:34:25,112 Years ago, we represented Alka-Seltzer, 732 00:34:25,212 --> 00:34:30,958 and we got a call from one of our friends and he said, 733 00:34:31,051 --> 00:34:33,497 "Hey, the director just called a shot 734 00:34:33,587 --> 00:34:35,794 "and he wants the character, it's a comedy... 735 00:34:35,889 --> 00:34:38,233 "And he wants the character to chew an Alka-Seltzer tablet 736 00:34:38,292 --> 00:34:39,896 "and then foam at the mouth." 737 00:34:39,960 --> 00:34:43,772 We immediately jumped in the middle of it and had a direct call to the director 738 00:34:43,831 --> 00:34:47,938 who immediately started giving me some push-back and I, you know... 739 00:34:48,268 --> 00:34:49,269 We couldn't resolve it, 740 00:34:49,336 --> 00:34:54,149 so I called the transportation coordinator and said "Billy, bring all the cars back." 741 00:34:54,575 --> 00:34:59,820 So Billy went to the producer and said, "How'd you piss off Norm Marshall?" 742 00:35:00,414 --> 00:35:02,826 "Well, I just was talking to him about this Alka-Seltzer thing." 743 00:35:02,916 --> 00:35:04,486 "Well, he wants all his cars back." 744 00:35:04,585 --> 00:35:07,759 And then he calls back and says, "We've changed the Alka-Seltzer scene." 745 00:35:07,855 --> 00:35:11,325 So those are the kinds of things that you can't do from Madison Avenue, 746 00:35:11,425 --> 00:35:15,931 or whatever, and that's how fluid the industry is, it changes very... 747 00:35:16,029 --> 00:35:17,440 - On a moment. - Yeah. 748 00:35:17,498 --> 00:35:22,191 Who has more power and influence in Hollywood, writers or brands? 749 00:35:22,226 --> 00:35:25,178 The individual writer on the individual show, if that show is successful, 750 00:35:25,272 --> 00:35:27,718 has more power than the individual brand, 751 00:35:27,808 --> 00:35:31,187 but overall there is going to be a moment, and I don't think it's very far off, 752 00:35:31,278 --> 00:35:35,351 where the larger brands, meaning the larger advertisers, 753 00:35:35,482 --> 00:35:39,123 can dictate to the network the conditions under which they're prepared to advertise. 754 00:35:39,286 --> 00:35:40,822 Do you guys ever recommend script changes? 755 00:35:41,121 --> 00:35:42,122 - Absolutely. - Yeah. 756 00:35:42,189 --> 00:35:43,668 - Doesn't always happen, but-- - Right. 757 00:35:50,130 --> 00:35:52,667 Thank you for calling Straight Arrow Products. 758 00:35:56,537 --> 00:35:58,141 I've gotta try to keep a straight face, 759 00:35:59,706 --> 00:36:01,208 Are you there? Hello? 760 00:36:01,642 --> 00:36:03,212 - Hello. - Hey! 761 00:36:03,477 --> 00:36:06,390 We just wanted to get a feel for the idea of the scene 762 00:36:06,480 --> 00:36:09,324 - and how you were gonna position... - For us, the whole goal 763 00:36:09,383 --> 00:36:12,694 is to try and put something in there... Products that we think that are interesting, 764 00:36:12,753 --> 00:36:15,700 that could be fun, that at the same time represent an extension-- 765 00:36:15,756 --> 00:36:17,702 The extension of what we're trying to make with this film... 766 00:36:17,824 --> 00:36:19,667 That's good 'cause that's what we liked about it. 767 00:36:19,760 --> 00:36:22,673 Because again, the image is to keep Mane 'n Tail fun. 768 00:36:22,863 --> 00:36:26,072 Yeah, I completely agree, and so for me, in the scene that we wanna do, 769 00:36:26,166 --> 00:36:29,170 you literally start off on a close-up of the bottle. 770 00:36:29,269 --> 00:36:30,339 Like, there's the bottle. 771 00:36:30,404 --> 00:36:32,577 You pull out to see here, you know, here we are in the bathtub. 772 00:36:32,673 --> 00:36:33,913 I'm there washing my hair, 773 00:36:34,007 --> 00:36:36,851 You pull out a little more, you see me washing my little boys hair, 774 00:36:37,010 --> 00:36:38,580 You pull out a little bit more, and as I turn to the left 775 00:36:38,679 --> 00:36:41,091 and there I am washing my Shetland pony in the tub. 776 00:36:41,214 --> 00:36:42,352 - There you go! - There you go! 777 00:36:42,549 --> 00:36:43,755 It works for us. 778 00:36:43,850 --> 00:36:46,023 We'll probably see a shot of it in the beginning, 779 00:36:46,086 --> 00:36:48,930 maybe have something in the middle where we have a phone call 780 00:36:49,022 --> 00:36:51,764 talking about the placement and then have it in the end. 781 00:36:52,292 --> 00:36:53,293 Perfect. 782 00:36:53,727 --> 00:36:55,206 Okay. That sounds good then. 783 00:36:55,395 --> 00:36:57,432 Anything else we can answer for you guys right now? 784 00:36:57,531 --> 00:36:58,737 No, that was just the concern. 785 00:36:58,799 --> 00:37:01,609 I wanted to hear exactly what you guys were gonna be doing with it 786 00:37:01,702 --> 00:37:02,908 in the scenes and that's about it. 787 00:37:02,970 --> 00:37:05,473 We've been a genuine company for the past 40 years. 788 00:37:05,739 --> 00:37:07,548 - Right. - And we do not... 789 00:37:07,708 --> 00:37:10,484 And we do not just don't... Hey, people have fun with us. 790 00:37:10,577 --> 00:37:13,456 They enjoy us. We have a well-rounded good will 791 00:37:13,547 --> 00:37:16,050 between our equine business and our human side. 792 00:37:16,216 --> 00:37:18,594 I mean, this is truly a rare product 793 00:37:18,785 --> 00:37:21,732 in the fact that it's crossed-over as successful as it has. 794 00:37:21,955 --> 00:37:23,059 I completely agree. 795 00:37:23,156 --> 00:37:26,399 And it still continues to be used by horse and people so that will... 796 00:37:26,460 --> 00:37:30,670 And this is a worldwide product so we try to keep it fun and protect it. 797 00:37:30,764 --> 00:37:32,641 Well, guys, this is gonna be great. Thank you so much, 798 00:37:32,733 --> 00:37:34,269 and I'm so glad you guys want to be in the movie. 799 00:37:34,434 --> 00:37:37,244 No, thank you for taking the time with us. 800 00:37:37,337 --> 00:37:38,816 You know, and I'm glad you liked the product. 801 00:37:39,072 --> 00:37:41,643 It's my pleasure, thank you, guys, All right. Bye-bye. Thanks. 802 00:37:41,775 --> 00:37:43,254 - Bye. - Bye-bye. 803 00:37:43,810 --> 00:37:45,153 Awesome! 804 00:37:45,445 --> 00:37:49,518 The official shampoo of The Greatest Movie Ever Sold. Mane 'n Tail, 805 00:37:49,650 --> 00:37:52,688 My concern is storytelling, not story-selling. 806 00:37:52,786 --> 00:37:53,992 And I don't want to be someone 807 00:37:54,087 --> 00:37:56,761 who's trying shove a product down someone's throat... 808 00:37:56,823 --> 00:37:58,700 I'm trying to make people believe these characters are real. 809 00:37:58,792 --> 00:38:01,136 I've never been told, you know, 810 00:38:01,828 --> 00:38:05,833 "Have them hold it a little bit higher, and get a little bit closer to his face." 811 00:38:05,932 --> 00:38:07,275 I've never been told that. 812 00:38:07,434 --> 00:38:11,678 Until I started directing movies, I didn't realize how it worked. 813 00:38:12,272 --> 00:38:16,220 And then two guys in suits come down to the set with a product and, like, 814 00:38:16,309 --> 00:38:19,313 "Yeah, you need to use this in the scene." I'm like, "What are you talking about?" 815 00:38:19,446 --> 00:38:22,859 I haven't done that much product placement in my movies 816 00:38:22,949 --> 00:38:26,294 because, for the most part, I've actually been usually refused. 817 00:38:27,120 --> 00:38:28,895 If I wanna use... 818 00:38:29,289 --> 00:38:31,394 I think all my first scripts 819 00:38:31,658 --> 00:38:34,537 always had some scene that took place at a Denny's. 820 00:38:34,861 --> 00:38:39,071 Because I had many scenes in my early 20s that took place at a Denny's. 821 00:38:39,499 --> 00:38:41,877 And Reservoir Dogs, 822 00:38:42,069 --> 00:38:45,516 in the original script the opening scene where they're all talking, at a Denny's. 823 00:38:45,639 --> 00:38:50,645 All right, the opening scene in Pulp Fiction, Pumpkin and Honey Bunny at a Denny's. 824 00:38:50,711 --> 00:38:52,850 - Yeah. - In both cases, Denny's goes, "No!" 825 00:38:53,714 --> 00:38:56,661 Truthfully, I don't ever notice it unless it's super obvious. 826 00:38:57,150 --> 00:39:00,563 And then when it's super obvious, it becomes ridiculously obvious 827 00:39:00,821 --> 00:39:03,062 and then it can break the reality. 828 00:39:03,523 --> 00:39:05,002 - Pardon me? - Is it advertising? 829 00:39:05,358 --> 00:39:06,428 Oh, fuck yeah. 830 00:39:06,593 --> 00:39:07,901 It's the movie business. 831 00:39:07,994 --> 00:39:12,943 And the game now is, "How cheap can you make that movie?" 832 00:39:13,033 --> 00:39:14,410 And "how much profit can you make?" 833 00:39:14,501 --> 00:39:17,345 For a long time, people would say there's a line between art and commerce. 834 00:39:17,437 --> 00:39:19,246 Is that line just getting thinner and thinner? 835 00:39:19,840 --> 00:39:24,846 There are still very, very powerful and very talented artists 836 00:39:25,378 --> 00:39:27,085 musically and in film. 837 00:39:27,180 --> 00:39:30,525 Like, bands like Radiohead, filmmakers like Paul Thomas Anderson, 838 00:39:30,851 --> 00:39:32,694 who are clearly not interested in this. 839 00:39:33,353 --> 00:39:34,957 Artistic integrity, whatever, 840 00:39:35,188 --> 00:39:39,762 I mean, you know, how do you tell the story you intended to tell 841 00:39:40,026 --> 00:39:41,061 without compromising? 842 00:39:41,128 --> 00:39:43,267 Yes. There's a bit of compromise, 843 00:39:43,563 --> 00:39:46,043 but, like I said, if there's a car in a movie, 844 00:39:46,099 --> 00:39:51,879 why not be a car that a brand is helping reach your budget? 845 00:39:51,972 --> 00:39:53,542 Do you think it's selling out? 846 00:39:54,741 --> 00:39:56,550 To who? We're all selling out. 847 00:39:56,610 --> 00:39:58,453 GE is my boss, really, okay? 848 00:39:58,545 --> 00:40:04,791 They build jet engines and weapons systems and all kinds of crazy electronic appliances 849 00:40:04,885 --> 00:40:08,162 and they don't give a flying fuck about art. 850 00:40:20,300 --> 00:40:21,643 So we have three spots that we're gonna look at. 851 00:40:21,735 --> 00:40:26,241 The first one looks at the healthful aspects of POM Wonderful 100% Pomegranate Juice. 852 00:40:26,306 --> 00:40:30,652 Where you see me right there in the middle of a pomegranate field. 853 00:40:30,811 --> 00:40:32,916 There's only one problem. You can't shoot that spot 854 00:40:33,079 --> 00:40:35,081 because there are no pomegranates on the trees. 855 00:40:36,950 --> 00:40:38,327 Did we miss the season? Isn't it in May? 856 00:40:38,418 --> 00:40:39,761 - Oh, yeah. - We missed it. 857 00:40:42,155 --> 00:40:44,658 So, this spot is called "POM on My Mind." 858 00:40:44,858 --> 00:40:48,670 I come out of the gym, it's hot in the city, I rub my eyes. 859 00:40:48,829 --> 00:40:52,641 As I look back out, everything in the world has this red tint to it. 860 00:40:52,766 --> 00:40:54,507 As I walk down the street, I pass a donut shop, 861 00:40:54,601 --> 00:40:56,945 where all the donuts are stacked one on top of the other, 862 00:40:57,337 --> 00:41:00,284 And I just look at that, it's a little weird, and I walk past a fruit stand 863 00:41:00,340 --> 00:41:02,479 where all the apples are all stacked one on top of the other, 864 00:41:02,542 --> 00:41:04,852 What is going on? What alterior universe is this? 865 00:41:04,945 --> 00:41:07,152 Suddenly, all the women that I see... 866 00:41:08,481 --> 00:41:12,520 All of their breasts are like this double stacked uni-boob 867 00:41:12,619 --> 00:41:14,496 in the middle of their chest, I open up the fridge, 868 00:41:14,554 --> 00:41:15,794 there's what I want. 869 00:41:17,224 --> 00:41:21,866 Then, it's POM Wonderful 100% Pomegranate Juice. Getcha Some. 870 00:41:21,962 --> 00:41:25,375 Then all of a sudden I hear "Woof' and I look down, and there's my dog, 871 00:41:25,632 --> 00:41:27,339 looking up at me with two heads, 872 00:41:27,400 --> 00:41:29,812 as he turns his heads, and then that's the spot. 873 00:41:31,571 --> 00:41:35,485 It doesn't talk about our product attributes as much as the other one does. 874 00:41:35,542 --> 00:41:40,150 Yeah, yeah. It plays to the icon of the bottle, but right, doesn't talk about what's inside. 875 00:41:40,480 --> 00:41:44,326 This spot starts off with me popping up into the camera 876 00:41:44,718 --> 00:41:45,924 and I tap onto the lens. 877 00:41:47,721 --> 00:41:50,327 And it's like, literally it's a close-up right on my face. 878 00:41:50,824 --> 00:41:52,497 And the camera starts pulling out. 879 00:41:53,159 --> 00:41:56,436 And I go, "I wanna tell you a secret. 880 00:41:57,063 --> 00:41:58,770 "This is just between me and you, okay? 881 00:41:58,899 --> 00:42:03,439 "But I drink POM Wonderful 100% Pomegranate Juice. 882 00:42:04,004 --> 00:42:07,178 "All right?" Now, the camera keeps pulling back. 883 00:42:07,841 --> 00:42:10,754 "Now, not only is it loaded with antioxidants, 884 00:42:11,211 --> 00:42:14,886 "but it also improves blood flow and increases prostate health. 885 00:42:15,015 --> 00:42:16,688 "But, get this. 886 00:42:17,584 --> 00:42:23,057 "50% of men with mild erectile dysfunction experience stronger erections 887 00:42:23,690 --> 00:42:26,796 "after drinking it for only four weeks." 888 00:42:27,360 --> 00:42:29,362 And the camera keeps pulling back, keeps pulling back. 889 00:42:29,429 --> 00:42:31,568 And I say, "Now who wouldn't want that." 890 00:42:31,965 --> 00:42:34,275 And there I am standing with a giant erection. 891 00:42:34,968 --> 00:42:37,744 POM Wonderful 100% Pomegranate Juice, 892 00:42:38,872 --> 00:42:40,374 We'll be running that on TV. 893 00:42:40,540 --> 00:42:42,952 - Yeah... - I'm sure the FDA would love that one. 894 00:42:43,043 --> 00:42:44,283 This is a great campaign. 895 00:42:45,111 --> 00:42:48,217 This campaign on the web would get you more attention 896 00:42:48,315 --> 00:42:49,385 than you ever knew what to do with. 897 00:42:49,449 --> 00:42:52,726 It could potentially turn off some existing customers, no? 898 00:42:53,219 --> 00:42:54,391 Maybe, I don't know. 899 00:42:54,454 --> 00:42:56,798 I think you could be a little more subtle about it. 900 00:42:56,890 --> 00:43:00,064 From a commercial standpoint, do you want us to come up with other concepts? 901 00:43:00,160 --> 00:43:03,733 Wouldn't it be interesting if we took the Minute Maid example? 902 00:43:03,797 --> 00:43:06,801 Their juice has mainly apple juice. 903 00:43:06,900 --> 00:43:12,748 Ours is 100% Pomegranate juice and theirs is one-third of 1%. 904 00:43:12,906 --> 00:43:14,510 - Wow. - I wonder what you could do 905 00:43:14,607 --> 00:43:18,248 with the content Lynda presented in an advertising campaign. 906 00:43:18,311 --> 00:43:22,487 Yes. We would be very happy if you could. 907 00:43:22,682 --> 00:43:27,097 Okay. I'll go back to New York and I'll get to work on a new spot. 908 00:43:27,253 --> 00:43:28,755 - All right. Great! - Okay, great. Thanks, guys. 909 00:43:28,822 --> 00:43:29,857 Thanks for your time. 910 00:43:35,628 --> 00:43:36,629 So, 911 00:43:38,999 --> 00:43:42,503 just had every idea that I went in to pitch get shot down in the room. 912 00:43:43,336 --> 00:43:45,646 One, after the other, after the other. 913 00:43:46,172 --> 00:43:50,177 And then had them basically tell me what they want me to pitch 914 00:43:50,276 --> 00:43:55,157 which is basically their own takedown piece of every competitor they have. 915 00:43:59,519 --> 00:44:03,524 See part of this... Part of this movie is, which is awesome, 916 00:44:03,623 --> 00:44:06,194 is getting to see the inner-workings of all this stuff happening. 917 00:44:06,726 --> 00:44:09,332 But the other part of it, is like... 918 00:44:12,866 --> 00:44:14,368 At what part... 919 00:44:15,368 --> 00:44:18,372 At what part do I let myself completely become a foil 920 00:44:18,705 --> 00:44:22,710 to do everybody else's bidding, you know? 921 00:44:50,070 --> 00:44:52,914 - Is there such a thing as truth in advertising? - Yes. 922 00:44:53,606 --> 00:44:56,951 Advertisements that say they're lying are telling the truth. 923 00:44:57,077 --> 00:45:00,115 What are some examples of the most egregious offenders 924 00:45:00,213 --> 00:45:03,092 of commercials or brands or products that mislead you? 925 00:45:03,183 --> 00:45:07,188 I have a lot in my memory, but I lather them with amnesia 926 00:45:07,253 --> 00:45:08,698 because they're so disgusting. 927 00:45:08,855 --> 00:45:11,131 Remember how we talked about eating better? 928 00:45:11,858 --> 00:45:14,361 Well, it starts today. 929 00:45:16,129 --> 00:45:19,736 What's deceptive about advertising is the answer that it gives 930 00:45:19,799 --> 00:45:21,039 to how we can be happy. 931 00:45:21,701 --> 00:45:23,647 The answer that it gives is that somehow, 932 00:45:23,736 --> 00:45:27,650 products are connected to our sense of well-being 933 00:45:27,807 --> 00:45:29,115 and to our sense of happiness. 934 00:45:29,409 --> 00:45:32,390 And I think that is kind of, the ultimate lie. 935 00:45:32,445 --> 00:45:34,721 'Cause what makes us happy is not the products. 936 00:45:34,781 --> 00:45:38,456 What makes us happy is what the products are seen as a conduit to, 937 00:45:38,618 --> 00:45:42,430 The whole spectacle is constantly telling you that you're nothing. 938 00:45:42,489 --> 00:45:47,404 You're nothing. You're inadequate. You're a loser. You're ugly, You're stupid. 939 00:45:47,760 --> 00:45:49,831 Unless you buy this thing. 940 00:45:50,063 --> 00:45:52,100 Now, how long does the feeling of contentment 941 00:45:52,165 --> 00:45:53,838 you're supposed to get from that thing, 942 00:45:53,933 --> 00:45:56,971 how long does that really last, assuming it even happens at all? 943 00:45:57,070 --> 00:45:59,141 It doesn't last. There is no such contentment 944 00:45:59,239 --> 00:46:02,413 You can't really be happy 945 00:46:04,010 --> 00:46:06,354 because of some purchase like that. 946 00:46:06,446 --> 00:46:07,925 So advertising tells us a great deal... 947 00:46:07,981 --> 00:46:11,690 Advertising tells us something very real about where people are. 948 00:46:12,318 --> 00:46:15,527 It's just that it's been disconnected from how to achieve it. 949 00:46:29,936 --> 00:46:33,440 The truth in advertising is a big thing people keep talking about- 950 00:46:33,540 --> 00:46:37,454 Is there truth in advertising? Can we trust what the ads say? 951 00:46:39,012 --> 00:46:41,458 Bigger thing is, can you trust what regular people say? 952 00:46:42,215 --> 00:46:44,286 Take that fish right there. 953 00:46:44,551 --> 00:46:47,054 That fish is Nemo 2. 954 00:46:47,787 --> 00:46:52,327 Nemo 1 died in a terrible drowning accident, apparently, in his own bowl, 955 00:46:52,492 --> 00:46:53,971 a few days ago, 956 00:46:54,661 --> 00:46:57,039 so while my little boy was still asleep, I came downstairs, 957 00:46:57,130 --> 00:46:59,701 fished him out, flushed him down the toilet, went to the pet store, 958 00:46:59,799 --> 00:47:02,973 got another one as close to the exact color as I could recollect... 959 00:47:03,403 --> 00:47:04,404 Nemo 2. 960 00:47:05,138 --> 00:47:06,742 How long can I keep this going 961 00:47:06,839 --> 00:47:10,252 until my son actually realizes that it's not the same Nemo? 962 00:47:11,244 --> 00:47:12,245 I don't know. 963 00:47:13,079 --> 00:47:14,854 Truth in advertising. 964 00:47:17,350 --> 00:47:19,159 Is there truth in advertising? 965 00:47:20,687 --> 00:47:21,995 Yeah, I think there's some. 966 00:47:22,422 --> 00:47:26,666 Truth to me, honesty, integrity, character, Just be real about it. 967 00:47:26,726 --> 00:47:28,262 No robbery without a gun. 968 00:47:28,361 --> 00:47:30,568 There's some honest advertising out there. There is. 969 00:47:30,663 --> 00:47:32,370 It does exist, and that's cool. 970 00:47:32,498 --> 00:47:34,705 But I just don't like stuff that lies. 971 00:47:34,867 --> 00:47:36,676 There is definitely truth in advertising. 972 00:47:36,936 --> 00:47:39,610 You just have to gloss it a little bit to make people want to hear it. 973 00:47:39,706 --> 00:47:42,880 When you read the labels, the ingredients labels on food products 974 00:47:43,576 --> 00:47:46,955 and if you have any knowledge of what the stuff is that's in there, 975 00:47:47,513 --> 00:47:48,514 it's shocking. 976 00:47:48,581 --> 00:47:51,357 When you look at a juice bottle that says 100%, 977 00:47:52,185 --> 00:47:53,186 100% What? 978 00:47:53,353 --> 00:47:56,391 They think it's 100% real juice, and it's not, it's only 10% juice 979 00:47:56,456 --> 00:47:59,232 and they buy it and drink it and they think they're drinking something healthy, 980 00:47:59,292 --> 00:48:00,862 but its not. That's offensive to me. 981 00:48:01,127 --> 00:48:03,733 Check the label. That's what they tell us to do when we go shopping. 982 00:48:03,863 --> 00:48:05,706 But how much of what's on the label can we really believe? 983 00:48:05,798 --> 00:48:08,870 Take this juice. Label has a giant picture of a pomegranate on it, 984 00:48:08,968 --> 00:48:12,381 blueberries front and center. Must be filled with all that good stuff, right? 985 00:48:12,538 --> 00:48:13,539 Well, guess again, 986 00:48:13,606 --> 00:48:15,586 99% of this juice is apple and grape. 987 00:48:15,708 --> 00:48:17,710 So how much pomegranate and blueberry is in it? 988 00:48:17,777 --> 00:48:18,915 Less than 1%. 989 00:48:18,978 --> 00:48:20,457 That's why I drink POM Wonderful. 990 00:48:20,546 --> 00:48:22,219 It's 100% pomegranate juice. 991 00:48:22,315 --> 00:48:24,886 You'd have to drink 90 of these, that's 80,000 calories, 992 00:48:25,051 --> 00:48:27,895 to get the same amount of pomegranate juice that's in just one of these. 993 00:48:27,954 --> 00:48:29,262 Check the label on that one. 994 00:48:29,322 --> 00:48:30,960 POM Wonderful. Get Real. 995 00:48:43,403 --> 00:48:44,347 - Good morning. - Hello sir. Good morning, 996 00:48:44,437 --> 00:48:46,983 - welcome to Grand Hyatt Hotel, Sao Paulo. - Thank you very much. 997 00:48:47,073 --> 00:48:49,019 As a diamond member, you have automatically 998 00:48:49,108 --> 00:48:51,110 an upgrade to our executive rooms. 999 00:48:51,244 --> 00:48:54,453 After flying all night, I'm ready for a little sleepy time. 1000 00:49:01,521 --> 00:49:04,434 Sao Paulo is one of the largest cities in the Western Hemisphere, 1001 00:49:04,490 --> 00:49:06,492 and recently they've done something radical. 1002 00:49:06,793 --> 00:49:09,774 Passing a bill outlawing all outdoor advertising. 1003 00:49:09,962 --> 00:49:13,136 No billboards. No banners, no posters. Nothing. 1004 00:49:13,366 --> 00:49:15,869 Mayor Gilberto Kassab passed the bill into law. 1005 00:49:16,002 --> 00:49:19,142 And Regina Monteiro, the director for urban planning of the city 1006 00:49:19,205 --> 00:49:21,481 was the one who originally came up with the idea. 1007 00:49:21,541 --> 00:49:23,782 What was the inspiration for the clean city law? 1008 00:49:24,177 --> 00:49:30,389 People became more and more aware 1009 00:49:30,850 --> 00:49:32,955 that the pollution in Sao Paulo 1010 00:49:33,453 --> 00:49:35,296 was one of its main problems. 1011 00:49:36,022 --> 00:49:40,528 And by "pollution" we not only mean air, water, or sound, 1012 00:49:40,626 --> 00:49:41,798 but also visual pollution. 1013 00:49:42,028 --> 00:49:43,564 We could no longer see the city. 1014 00:49:43,696 --> 00:49:45,642 We were just reading and reading. 1015 00:49:45,865 --> 00:49:50,837 I try to do things to change the city 1016 00:49:50,903 --> 00:49:53,975 so that Sao Paulo can be seen in the world 1017 00:49:54,040 --> 00:49:57,988 as something different since it does not have natural beauty. 1018 00:49:58,144 --> 00:49:59,885 It needs something else 1019 00:50:00,713 --> 00:50:03,592 so that people can sense it as something special. 1020 00:50:03,816 --> 00:50:10,756 Research has shown positive feedback from 90% of the city. 1021 00:50:11,357 --> 00:50:12,358 Great. 1022 00:50:12,425 --> 00:50:13,426 Thank you very much. 1023 00:50:23,503 --> 00:50:25,039 So what was the city like before the ban? 1024 00:50:25,238 --> 00:50:29,744 There were billboards all over the place. 1025 00:50:29,942 --> 00:50:31,853 It would make people confused. 1026 00:50:32,078 --> 00:50:37,187 The absence of outdoor advertising has allowed us to see more of nature. 1027 00:50:37,350 --> 00:50:39,523 Everything is much clearer. 1028 00:50:39,619 --> 00:50:46,537 We are now able to focus on things that we want to see and admire, 1029 00:50:47,026 --> 00:50:51,406 without having other strong images deviating our focus all the time. 1030 00:50:51,564 --> 00:50:54,272 So this is the biggest shopping street in the middle of Sao Paulo. 1031 00:50:54,467 --> 00:50:56,947 The question is, if suddenly all the advertising goes away, 1032 00:50:57,036 --> 00:50:58,242 how has their business been affected? 1033 00:50:58,404 --> 00:51:00,577 So, we're gonna find out from some of these shop-owners what's up. 1034 00:51:03,376 --> 00:51:05,913 So how do people know about your business if you don't advertise? 1035 00:51:06,913 --> 00:51:09,894 Well, by Internet, by mouth to mouth, 1036 00:51:10,049 --> 00:51:11,392 - Is there such an-- - Yeah. 1037 00:51:11,451 --> 00:51:12,953 - Word of mouth? - Yeah. 1038 00:51:13,453 --> 00:51:15,558 - Word of mouth? - Word of mouth. Yeah, that's it. 1039 00:51:16,422 --> 00:51:20,564 Did the way you advertise to get customers change from before the ban to now? 1040 00:51:20,927 --> 00:51:24,932 You have to change the whole structure of the business. 1041 00:51:25,131 --> 00:51:28,408 Today we work instead of investing in advertising, 1042 00:51:28,668 --> 00:51:30,648 to have something that attracts the customer. 1043 00:51:31,103 --> 00:51:33,276 Our job is to look for referrals. 1044 00:51:36,075 --> 00:51:38,919 Not one ad on that taxi. Did you see that? 1045 00:51:39,779 --> 00:51:44,091 No ads on the taxis. No ads on the buses. There's no ads on the buildings. 1046 00:51:45,084 --> 00:51:46,290 It's amazing. 1047 00:51:48,588 --> 00:51:51,034 You might not need traditional advertising in Sao Paulo 1048 00:51:51,123 --> 00:51:55,765 but in this country, I still need to generate 600 million media impressions. 1049 00:51:55,828 --> 00:51:59,935 To achieve that my movie is going to need one pretty inspired ad campaign. 1050 00:52:01,300 --> 00:52:05,442 Tony Seiniger is a Hollywood legend, having pretty much invented the blockbuster... 1051 00:52:08,107 --> 00:52:11,953 And Peter Bemis is responsible for some of the most iconic movie posters today. 1052 00:52:12,345 --> 00:52:14,951 If anyone can give me some of that Hollywood marketing magic, 1053 00:52:15,214 --> 00:52:16,352 it's these guys. 1054 00:52:16,549 --> 00:52:21,464 Being of a certain age, I remember The Greatest Story Ever Told, 1055 00:52:21,554 --> 00:52:24,057 the story of Jesus. 1056 00:52:24,624 --> 00:52:26,661 - When was that movie made, mid-60s, right? - Yeah. 1057 00:52:26,726 --> 00:52:30,037 The first exercise I went through mentally and creatively, 1058 00:52:30,129 --> 00:52:33,235 was to go and do religious take-offs, right? 1059 00:52:33,466 --> 00:52:37,471 Which, I think that blasphemy at least gets you some ink, okay? 1060 00:52:37,737 --> 00:52:40,308 The first comp 1061 00:52:40,806 --> 00:52:43,082 will be you, Morgan. 1062 00:52:45,144 --> 00:52:46,851 Only you... 1063 00:52:49,549 --> 00:52:52,223 I've always wanted to rip this off. 1064 00:52:52,318 --> 00:52:54,025 He's always wanted to rip off The Last Supper. 1065 00:52:54,086 --> 00:52:56,032 Rip off The Last Supper all right? 1066 00:52:56,255 --> 00:52:57,666 So I figure... 1067 00:52:58,391 --> 00:53:02,862 This would be you and you've just got a big bag. 1068 00:53:02,929 --> 00:53:04,237 That's pretty fantastic... 1069 00:53:04,330 --> 00:53:05,434 There you are, you're like this, 1070 00:53:05,998 --> 00:53:09,707 You put everybody who was iconographic of commercialism 1071 00:53:09,835 --> 00:53:11,906 as the disciples coming in on you. 1072 00:53:12,004 --> 00:53:14,177 - So, it's like the Oscar. - Yeah. 1073 00:53:14,540 --> 00:53:16,918 And in fact, your legs would be posed, 1074 00:53:17,209 --> 00:53:20,554 but not so close that my friends at the Academy would sue us all. 1075 00:53:20,846 --> 00:53:24,953 This is you, carrying the cross that is covered with stickers like a NASCAR. 1076 00:53:26,185 --> 00:53:27,528 That's as sick as it gets. 1077 00:53:27,787 --> 00:53:31,291 Let's start with these six and we'll trim from there. 1078 00:53:31,424 --> 00:53:33,028 - Good, okay. - In terms of title treatments, 1079 00:53:33,192 --> 00:53:35,035 - these are both good ways to go. - Yes. 1080 00:53:35,895 --> 00:53:39,274 You should think about it, talk about it and then we'll all talk. 1081 00:53:39,365 --> 00:53:41,777 - These should be underground, right? - That's a great... 1082 00:53:41,867 --> 00:53:43,540 - You're talking about wild posting, right? - Yeah. 1083 00:53:43,603 --> 00:53:45,776 - Wild post these. - Yeah, exactly. 1084 00:53:45,871 --> 00:53:48,646 You put those up in New York, Like real street art, you know? 1085 00:53:48,740 --> 00:53:51,118 - A studio would go, "No... way," - I'm not touching them, 1086 00:53:51,209 --> 00:53:53,450 I'm not going anywhere near that. 1087 00:53:53,545 --> 00:53:57,391 I think everything is so spot on... It's awesome. 1088 00:53:57,482 --> 00:53:59,758 - Amazing. - What a great client! 1089 00:53:59,818 --> 00:54:00,922 - Thank you. - All right. 1090 00:54:00,986 --> 00:54:03,091 As important and great as an iconic poster is, 1091 00:54:03,221 --> 00:54:06,293 what's even more vital to a film's success is its trailer. 1092 00:54:06,825 --> 00:54:08,896 Using a new technique called neuromarketing, 1093 00:54:09,060 --> 00:54:11,301 Martin Lindstrom believes he's unlocked the secret 1094 00:54:11,429 --> 00:54:13,841 to creating a memorable one each time. 1095 00:54:13,932 --> 00:54:19,245 Trailers are now more and more produced in Los Angeles based on neuromarketing. 1096 00:54:19,471 --> 00:54:23,419 A trailer is deadly important for the survival of your movie. 1097 00:54:23,475 --> 00:54:26,456 Now what do you do to create the best scene? 1098 00:54:26,745 --> 00:54:29,692 What you have to find out is when is the emotional peak... 1099 00:54:29,981 --> 00:54:31,255 The highs and the lows. 1100 00:54:31,349 --> 00:54:34,626 How do you create such an engaging story that people just have to see it. 1101 00:54:35,020 --> 00:54:36,522 And that's exactly what's happening now. 1102 00:54:36,755 --> 00:54:40,328 So they're typically testing five different trailers for each of the movies, 1103 00:54:40,492 --> 00:54:44,167 the larger movies, and figuring out which one is the most emotionally engaging, 1104 00:54:44,262 --> 00:54:46,333 which one is creating the most curiosity, 1105 00:54:46,431 --> 00:54:50,971 if it's a science fiction movie, which one is creating the most fear, and so forth... 1106 00:54:51,102 --> 00:54:54,345 Is this whole thing, because it sounds a bit crazy, 1107 00:54:54,439 --> 00:54:56,976 but is neuromarketing evil? 1108 00:54:57,175 --> 00:54:58,449 It's like anything else... 1109 00:54:58,510 --> 00:55:00,512 At the end of the day, there will be people abusing it, 1110 00:55:00,612 --> 00:55:04,458 which is the reason why it's fantastic that you now dare to go through it 1111 00:55:04,516 --> 00:55:07,053 and experiment like this to show what really goes on. 1112 00:55:07,686 --> 00:55:09,461 To show how successful his technique is 1113 00:55:09,621 --> 00:55:12,124 Martin is putting me through a typical neuromarketing test 1114 00:55:12,390 --> 00:55:15,633 strapping me down to an MRI and blasting my head with commercials. 1115 00:55:15,894 --> 00:55:17,737 Remember that scene in A Clockwork Orange? 1116 00:55:17,896 --> 00:55:19,068 It's kind of like that. 1117 00:55:23,168 --> 00:55:25,648 There is three things we're going to look at right now. 1118 00:55:25,704 --> 00:55:27,149 One is fear... 1119 00:55:28,239 --> 00:55:29,718 One is craving. 1120 00:55:30,375 --> 00:55:31,718 And one is sex. 1121 00:55:31,810 --> 00:55:34,984 Fear, craving, sex. 1122 00:55:35,046 --> 00:55:39,995 Fear, craving. Fear, craving, sex. Fear, craving, sex. 1123 00:55:45,857 --> 00:55:48,098 You may be dizzy, so just sit for a minute, okay? 1124 00:55:51,396 --> 00:55:54,172 Like, in between each one of the breaks, I would doze off 1125 00:55:54,265 --> 00:55:56,745 and literally, I would dream, like in a commercial. 1126 00:55:57,669 --> 00:56:00,912 Like, the dreams would play out almost in a 30 second commercial. 1127 00:56:01,005 --> 00:56:02,211 It was kind of weird. 1128 00:56:02,273 --> 00:56:03,251 - This is my brain? - This is your brain. 1129 00:56:03,341 --> 00:56:04,945 - This is my brain on commercials. - Right. 1130 00:56:05,076 --> 00:56:09,183 Let's take a look at the results. This is your brain. 1131 00:56:09,247 --> 00:56:12,751 There's an amazing amount of brain activity going on. 1132 00:56:12,851 --> 00:56:16,765 Did you feel like you wanted to have a Coke after the scanning session? 1133 00:56:16,955 --> 00:56:19,060 I would have liked to have had a Coke after the scanning session. 1134 00:56:19,124 --> 00:56:21,934 Because I remember, you actually said that as you left the studio 1135 00:56:22,026 --> 00:56:24,529 and I want to tell you why... Take a look at this. 1136 00:56:24,696 --> 00:56:27,233 - Okay. - Basically, the red/yellow area 1137 00:56:27,298 --> 00:56:30,609 shows that you are highly engaged and there's a lot of activity going on. 1138 00:56:30,802 --> 00:56:33,442 And not only that, we can see you so emotionally engaged 1139 00:56:33,805 --> 00:56:35,375 that something else is happening. 1140 00:56:35,607 --> 00:56:36,984 The amygdala was also activated. 1141 00:56:37,075 --> 00:56:40,215 This is actually an area responsible for two activities. 1142 00:56:40,311 --> 00:56:44,919 One is fear and the other one is the release of a neuro-transmitter called Dopamine. 1143 00:56:45,083 --> 00:56:46,084 And guess what? 1144 00:56:46,151 --> 00:56:48,631 You got a release of Dopamine when you saw the Coca-Cola ad. 1145 00:56:48,787 --> 00:56:50,095 You actually wanted to have it. 1146 00:56:50,288 --> 00:56:53,735 This is addiction. This is not anything else. This is addiction. 1147 00:56:54,259 --> 00:56:57,900 And this is really the reason why neuromarketing is happening now 1148 00:56:58,463 --> 00:57:00,465 because there's no way you could explain that to me 1149 00:57:01,232 --> 00:57:03,508 when I was interviewing just after watching the commercial, right? 1150 00:57:03,735 --> 00:57:05,237 Yeah, no way. 1151 00:57:05,804 --> 00:57:07,408 You think that by doing stuff like this 1152 00:57:07,472 --> 00:57:08,951 you're manipulating consumers to make a choice? 1153 00:57:09,007 --> 00:57:13,012 Let's get one thing right, advertising, as a concept, is manipulation. 1154 00:57:13,444 --> 00:57:16,152 But don't be fooled, because if you go into a retail store 1155 00:57:16,247 --> 00:57:19,785 and you think you're safe, that's the point where you're most volatile, 1156 00:57:19,851 --> 00:57:22,593 or you're the most vulnerable in the whole process. 1157 00:57:25,590 --> 00:57:28,196 Where should I be able to go where I don't see one bit of advertising? 1158 00:57:28,927 --> 00:57:30,201 To sleep. 1159 00:57:30,461 --> 00:57:33,965 That's what it's coming down to. It affords no limits. 1160 00:57:34,265 --> 00:57:36,108 And that's the nature of the commercial instinct. 1161 00:57:36,167 --> 00:57:37,942 It doesn't know boundaries. It doesn't know limits. 1162 00:57:38,002 --> 00:57:40,346 It goes into areas that should be taboo 1163 00:57:40,438 --> 00:57:42,145 like commercializing childhood. 1164 00:57:42,207 --> 00:57:43,982 Corporations are raising our children... 1165 00:57:44,309 --> 00:57:49,691 McDonalds feeds them. And Disney and Time Warner entertains them. 1166 00:57:49,948 --> 00:57:52,019 So, that's becoming a world, 1167 00:57:52,183 --> 00:57:57,155 which is designed to create conditioned responses just like Pavlov's dog. 1168 00:57:57,455 --> 00:58:01,733 We're told that what makes children happy are the things that corporations sell, 1169 00:58:02,026 --> 00:58:07,408 and if we immerse kids in that from birth, then it becomes what makes them happy. 1170 00:58:07,498 --> 00:58:12,004 And it's not good enough to say, 1171 00:58:12,203 --> 00:58:15,082 "Pick up a stick and make it into a Harry Potter wand." 1172 00:58:15,173 --> 00:58:18,154 You have to have the "real wand." 1173 00:58:18,309 --> 00:58:20,687 From a young age, you're buying into this identity... 1174 00:58:20,745 --> 00:58:22,725 "This stuff makes me who I am." 1175 00:58:22,814 --> 00:58:25,488 Right. And what that does is take away from creative play. 1176 00:58:25,683 --> 00:58:30,496 Kids are learning about the world based on what's best for corporations 1177 00:58:30,588 --> 00:58:31,999 and they can't be objective. 1178 00:58:34,893 --> 00:58:37,669 Now boarding: Flight 755 to Aruba. 1179 00:58:39,831 --> 00:58:41,504 Look at all the space! 1180 00:58:41,599 --> 00:58:43,601 I've never had so much legroom! 1181 00:58:43,902 --> 00:58:47,076 - Lookie here! - There's a TV in every seat! 1182 00:58:48,940 --> 00:58:50,681 I'm hungry, I want something to eat! 1183 00:58:50,842 --> 00:58:54,551 - Here's some free yummy snacks! - Yummy! Yum, yum, yum, yum! 1184 00:58:54,612 --> 00:58:55,955 What a nice lady. 1185 00:58:56,414 --> 00:58:58,257 Flight attendants, prepare for takeoff. 1186 00:59:03,554 --> 00:59:06,034 Prince Dastan, have you wondered... 1187 00:59:06,858 --> 00:59:09,702 It's almost impossible for a film to become a blockbuster 1188 00:59:09,794 --> 00:59:11,102 without reaching kids. 1189 00:59:11,296 --> 00:59:13,071 Specifically high-school kids. 1190 00:59:13,197 --> 00:59:16,872 And in 1989 one of the last barriers to that audience was broken. 1191 00:59:17,468 --> 00:59:21,075 For the past 20 years, Channel One has been piping their news broadcasts 1192 00:59:21,139 --> 00:59:23,642 into more than 8,000 schools all across the country. 1193 00:59:24,075 --> 00:59:26,612 First up today, the topic of bullying. 1194 00:59:26,711 --> 00:59:29,783 In exchange for providing free televisions for each of the classrooms, 1195 00:59:30,048 --> 00:59:33,894 Channel One shows their broadcasts for 12 minutes a day every school day 1196 00:59:34,052 --> 00:59:37,590 and reaches 6 million of one of the nation's most coveted demographics. 1197 00:59:38,222 --> 00:59:41,066 And because of that, Channel One gets to charge a premium. 1198 00:59:41,426 --> 00:59:45,602 Each 30 second TV spot can cost upwards of $200,000. 1199 00:59:45,830 --> 00:59:47,969 As much as a primetime TV show. 1200 00:59:48,166 --> 00:59:49,839 Why do you think there are commercials in there? 1201 00:59:49,934 --> 00:59:54,246 All of the commercials are so like, of course they would do them for teens. 1202 00:59:54,472 --> 00:59:56,918 Thank you so much for that acne commercial. 1203 00:59:57,442 --> 00:59:59,786 I don't mind it, because they're just pounding information 1204 00:59:59,844 --> 01:00:01,983 into you the whole time, the whole news broadcast 1205 01:00:02,246 --> 01:00:04,419 so that's like a break, turn, talk to your friend for a little bit. 1206 01:00:04,582 --> 01:00:07,290 Like, we're here to learn, not to buy, in my opinion. 1207 01:00:07,485 --> 01:00:10,489 Some writer during the late 1800s said 1208 01:00:10,588 --> 01:00:13,933 that schools should teach you how to think, not what to think. 1209 01:00:13,992 --> 01:00:17,633 But I think that advertising is really trying to tell you what to think, 1210 01:00:17,762 --> 01:00:20,106 and so I don't think that should be in a school environment. 1211 01:00:20,431 --> 01:00:23,776 I feel like the amount of advertisement that we already have is enough, 1212 01:00:23,968 --> 01:00:26,209 so if you added any more, it would just be ridiculous. 1213 01:00:26,304 --> 01:00:29,444 I don't want to have our school name changed to "Red Bull High." 1214 01:00:29,941 --> 01:00:31,978 Sure, who'd wanna go to Red Bull High? 1215 01:00:32,110 --> 01:00:35,648 But The Greatest Movie Ever Sold High? That sounds like a winner. 1216 01:00:35,980 --> 01:00:37,653 You see, these days, every major brand 1217 01:00:37,715 --> 01:00:40,025 is dying to get their name an a building or a stadium. 1218 01:00:40,385 --> 01:00:42,194 And I may not be able to afford a stadium, 1219 01:00:42,353 --> 01:00:45,061 but in the cash strapped school district of Broward County 1220 01:00:45,323 --> 01:00:47,325 I may have found the next best thing. 1221 01:00:47,625 --> 01:00:50,367 I've been in my job for 12 years, 1222 01:00:50,528 --> 01:00:54,135 And I swear, eight of those 12 years, we've sat down every year 1223 01:00:54,198 --> 01:00:55,802 and said, "Okay, what are we cutting this year?" 1224 01:00:55,867 --> 01:00:59,974 Our school board is looking at every way to cut costs 1225 01:01:00,571 --> 01:01:03,381 that doesn't affect the classroom as they can. 1226 01:01:03,474 --> 01:01:05,317 And, you know, it's very hard, 1227 01:01:05,410 --> 01:01:10,189 I feel bad for what they have to sit there and try and figure out what to cut 1228 01:01:10,348 --> 01:01:11,827 because you can't make everybody happy. 1229 01:01:11,983 --> 01:01:14,088 We're not allowed to do the outside of school buses... 1230 01:01:14,819 --> 01:01:17,663 We were looking at providing 1231 01:01:17,822 --> 01:01:22,771 all of our work vehicles with the possibility of putting advertising on them. 1232 01:01:22,860 --> 01:01:26,034 What's been the reasoning for not wanting to have it on the outsides of buses? 1233 01:01:26,230 --> 01:01:29,370 That's a state law. We would love to have it on the outside of buses, 1234 01:01:29,434 --> 01:01:32,415 but it's the state of Florida that has said "No." 1235 01:01:32,703 --> 01:01:34,410 It seems like with the school bus advertising, 1236 01:01:34,505 --> 01:01:37,008 you'd have to advertise on a ton of school buses- 1237 01:01:37,375 --> 01:01:39,048 Otherwise you're hitting the same kids every day. 1238 01:01:39,110 --> 01:01:40,748 - It has to be a message. - Right. 1239 01:01:40,845 --> 01:01:44,122 Right, because like a community college, it's great, go to college. 1240 01:01:44,215 --> 01:01:46,695 Right. They still do not want to do product. 1241 01:01:46,951 --> 01:01:48,897 Would it be more lucrative if it was products? 1242 01:01:48,953 --> 01:01:52,958 If they could do their 69 cent whatever in a school bus... 1243 01:01:53,124 --> 01:01:54,535 Yeah, yeah. 1244 01:01:55,293 --> 01:01:57,252 But then, you're gonna deal with the health issues, 1245 01:01:57,333 --> 01:02:00,204 and with the parents that are upset that you're advertising... 1246 01:02:00,298 --> 01:02:02,209 - Fast food. - ...that stuff to their kids 1247 01:02:02,266 --> 01:02:04,439 - when they're captive on a school bus. - Yeah. 1248 01:02:04,535 --> 01:02:06,776 Now, Tallahassee is cutting and cutting and cutting, 1249 01:02:06,871 --> 01:02:10,318 but you need to implement this program, but we're not giving you any funding to do it. 1250 01:02:10,408 --> 01:02:12,285 - This is a law firm. - Yeah. 1251 01:02:13,478 --> 01:02:15,116 - Met-Rx. - Orthodontics- 1252 01:02:15,613 --> 01:02:18,150 Orthodontist. Very applicable to high school kids. 1253 01:02:18,483 --> 01:02:21,157 "Call us to place your business name here for advertising." 1254 01:02:21,419 --> 01:02:23,729 That would be my number. 1255 01:02:25,289 --> 01:02:28,236 That's pretty much it. We had some other ones up... 1256 01:02:29,093 --> 01:02:31,903 The banner contract is a year. 1257 01:02:32,163 --> 01:02:36,475 I love that it's a high school where I can go get the home of the two-for-one tattoo. 1258 01:02:37,235 --> 01:02:41,183 Well, I am not sure about that one. 1259 01:02:42,607 --> 01:02:44,314 This is truly advertising. 1260 01:02:44,742 --> 01:02:47,655 Someone looks at this and they go "Oh yeah, I saw these guys on the bus." 1261 01:02:47,745 --> 01:02:50,351 With all the banners that are around here and on the inside of the stadium, 1262 01:02:50,448 --> 01:02:51,950 how much revenue does that generate a year? 1263 01:02:52,016 --> 01:02:56,089 Probably under five-seven thousand dollars. 1264 01:02:56,254 --> 01:02:59,497 I think I'm gonna have to come back and get a banner. 1265 01:02:59,957 --> 01:03:01,834 - All right, yeah, a couple! - On the fence line? 1266 01:03:01,926 --> 01:03:04,668 That's a deal, we're gonna shake on that right now, 1267 01:03:04,762 --> 01:03:05,797 - All right. - It's a deal. 1268 01:03:05,863 --> 01:03:07,103 Good. Who do I send the contract to? 1269 01:03:09,333 --> 01:03:11,108 Maybe this is as big as the wrap gets. 1270 01:03:11,169 --> 01:03:12,512 - That's still pretty big. - Yeah. 1271 01:03:13,004 --> 01:03:15,280 Really, so that's only 75 bucks a month? 1272 01:03:15,940 --> 01:03:18,614 Why do you think so many people are against advertising 1273 01:03:18,776 --> 01:03:22,223 in school districts and in high schools and juniors highs, elementary schools? 1274 01:03:22,446 --> 01:03:25,552 Well, because school is sacred. And school is meant for learning.. 1275 01:03:26,651 --> 01:03:29,291 But when you're in a school and your budgets are being cut-- 1276 01:03:29,353 --> 01:03:31,697 Right. How are you going to make ends meet 1277 01:03:31,956 --> 01:03:34,027 without letting people go or cutting programs. 1278 01:03:34,125 --> 01:03:35,627 - You gotta be creative. - Yeah. 1279 01:03:37,195 --> 01:03:38,299 - Right there. - Yeah, right there. 1280 01:03:38,396 --> 01:03:39,966 As low as $75 a month. 1281 01:03:40,131 --> 01:03:43,374 - I think it's a really great way to advertise. - I love it. 1282 01:03:43,467 --> 01:03:44,878 - Yeah. - Great. Done! 1283 01:03:45,136 --> 01:03:48,913 Look at that, you're two for two. We're doing great... We're doing great. 1284 01:03:49,006 --> 01:03:50,007 We're on a roll now. 1285 01:03:50,074 --> 01:03:51,712 Now if I can just convince them to name our building. 1286 01:03:51,809 --> 01:03:53,982 Oh, the building would be the best thing ever. 1287 01:03:54,378 --> 01:03:56,415 - We're gonna work on that next. - We're really gonna work on that. 1288 01:03:56,514 --> 01:03:57,515 Yeah. 1289 01:04:02,019 --> 01:04:05,330 So I'm David Laks and I work with Morgan's team 1290 01:04:05,389 --> 01:04:09,201 and my role here is to help facilitate interaction 1291 01:04:09,260 --> 01:04:10,432 between the sponsors 1292 01:04:10,928 --> 01:04:15,240 and all the people involved in helping to promote The Greatest Movie Ever Sold. 1293 01:04:17,235 --> 01:04:18,839 This is what we're doing. 1294 01:04:19,503 --> 01:04:20,573 This whole thing's a bit layered, 1295 01:04:20,671 --> 01:04:23,174 because we're selling The Greatest Movie Ever Sold 1296 01:04:24,842 --> 01:04:27,344 but The Greatest Movie Ever Sold will be selling all your products. 1297 01:04:27,510 --> 01:04:31,515 What's good for you is good for the movie, good for Morgan, good for us... 1298 01:04:32,048 --> 01:04:33,550 It's all great... 1299 01:04:34,417 --> 01:04:36,226 Okay, so we set ourselves some objectives. 1300 01:04:36,353 --> 01:04:39,857 They shouldn't be too contentious. They begin fairly robustly, I think. 1301 01:04:40,423 --> 01:04:42,699 Build buzz, for the purpose of selling tickets... 1302 01:04:42,892 --> 01:04:45,031 The audience is no longer an audience. 1303 01:04:45,095 --> 01:04:48,702 It's a partner in whatever communication you choose to create. 1304 01:04:48,965 --> 01:04:51,411 The first two weeks in a movie are crucial. 1305 01:04:51,868 --> 01:04:53,074 There's a lot of reasons for this. 1306 01:04:53,603 --> 01:04:56,049 There's just more movies, there's more content... 1307 01:04:56,106 --> 01:04:57,881 There's more things in the world now, 1308 01:04:57,941 --> 01:05:00,751 so the cultural decay rate of ideas is much, much faster. 1309 01:05:01,044 --> 01:05:02,887 So one of the lines we discussed 1310 01:05:03,880 --> 01:05:07,555 the very first time we met with Morgan and the team was "Don't sell out, sell up!" 1311 01:05:07,951 --> 01:05:10,625 I kind of like that. Sounds good, not sure what it meant, but I liked it. 1312 01:05:10,720 --> 01:05:13,166 We wanted to extend that kind of meta-narrative 1313 01:05:13,256 --> 01:05:15,566 down to the audience themselves and make them involved 1314 01:05:15,759 --> 01:05:17,261 in the construction of the marketing. 1315 01:05:17,460 --> 01:05:20,566 There's a hope that when you sit down in a theater to watch the movie, 1316 01:05:21,064 --> 01:05:25,410 you will see and understand the flip-side of everything we did 1317 01:05:25,502 --> 01:05:28,608 to get you there because you would have been involved with it in some capacity. 1318 01:05:29,773 --> 01:05:32,947 Hopefully making the whole experience kind of, pleasingly circular. 1319 01:05:33,777 --> 01:05:35,779 Well, we wanted to either name a building 1320 01:05:35,845 --> 01:05:40,157 or we saw the mural she wanted to paint on the back court of her school 1321 01:05:40,250 --> 01:05:41,854 which, to paint a mural there would be fantastic. 1322 01:05:41,985 --> 01:05:43,987 The banners that she has are amazing. 1323 01:05:44,754 --> 01:05:47,291 I told him my school is for sale. 1324 01:05:48,758 --> 01:05:50,101 and say, "Well, boy, each of our sponsors reaches 15 million people," 1325 01:05:53,630 --> 01:05:57,134 We love the idea of the Board of Ed, wrapping something here. 1326 01:05:57,200 --> 01:05:58,702 It's just, we're open to anything. 1327 01:05:58,802 --> 01:06:02,944 We have 12 sponsors, and if we average out all the sponsors 1328 01:06:03,006 --> 01:06:06,453 and say, "Well, boy, each of our sponsors reaches 15 million people," 1329 01:06:07,510 --> 01:06:11,117 that is a lot of people to reach with one viral promotion. 1330 01:06:12,115 --> 01:06:13,719 Since we do have a television station, 1331 01:06:13,817 --> 01:06:18,061 since I'm gonna have to pitch our education television station 1332 01:06:18,154 --> 01:06:22,159 which represents a wonderful opportunity for the film to co-brand, 1333 01:06:22,225 --> 01:06:24,296 we could maybe do a student film festival... 1334 01:06:25,061 --> 01:06:26,699 - A student film festival! - A student film... 1335 01:06:26,796 --> 01:06:29,037 I thought about that idea on the way to the meeting 1336 01:06:29,132 --> 01:06:35,708 so that could be a way to integrate and to co-brand the film with our school system. 1337 01:06:36,306 --> 01:06:40,413 So, we're putting a sticker on our bestselling pizzas 1338 01:06:41,177 --> 01:06:44,386 and that's gonna be a drive-to-web, that'll be our micro-site 1339 01:06:44,481 --> 01:06:49,521 and we'll link up to the movietickets.com site and whatever else works out. 1340 01:06:49,652 --> 01:06:54,032 And we're gonna have a portion of the proceeds of the sales of the pizzas 1341 01:06:54,090 --> 01:06:58,163 gonna go to feeding people at a food bank. 1342 01:06:58,495 --> 01:07:01,999 It's really up to you. If you wanna do exposure on a building 1343 01:07:02,065 --> 01:07:05,444 - which then locks you into that... - I think a building is one thing. 1344 01:07:05,535 --> 01:07:07,845 - Okay. - To do a building would be great. 1345 01:07:08,104 --> 01:07:11,574 To do, you know, a mural and some banners would be fantastic. 1346 01:07:11,674 --> 01:07:13,119 To do the film festival would be amazing. 1347 01:07:13,877 --> 01:07:15,720 Morgan did film a video for us. 1348 01:07:15,945 --> 01:07:19,085 For everyone who has flown JetBlue, you know that we have individual TVs 1349 01:07:19,182 --> 01:07:22,686 in each seat-back, so we will run the welcome video... 1350 01:07:22,752 --> 01:07:26,290 I believe it's four to six weeks leading up to the premiere. 1351 01:07:26,389 --> 01:07:28,767 How did you get financing for the production? 1352 01:07:28,858 --> 01:07:32,067 It's being paid for by the companies, it's being paid for by sponsors. 1353 01:07:32,228 --> 01:07:34,640 - Oh! Excellent! - Yeah. Yeah. 1354 01:07:34,931 --> 01:07:36,933 Can you turn us over your sponsor list? 1355 01:07:39,636 --> 01:07:41,138 Maybe after the movie opens we can talk about that. 1356 01:07:41,237 --> 01:07:42,168 - Okay. - Yeah. 1357 01:07:42,372 --> 01:07:44,151 - Cool. - Yeah. 1358 01:07:46,709 --> 01:07:49,280 What I've started to realize over the course of making this film 1359 01:07:49,379 --> 01:07:55,728 is that once you open the door to being what one person said, 1360 01:07:55,985 --> 01:07:58,625 one person called me, which is being quote unquote "brand friendly," 1361 01:07:58,922 --> 01:08:00,595 then that door is open. 1362 01:08:00,723 --> 01:08:05,297 The floodgates are open and suddenly, all of these opportunities, 1363 01:08:05,395 --> 01:08:07,932 different opportunities, whether it's for promoting the film 1364 01:08:07,997 --> 01:08:11,570 like we're trying to do right now or it's being tied to somebody else's product, 1365 01:08:11,634 --> 01:08:15,776 all these different opportunities that represent real difficult 1366 01:08:15,905 --> 01:08:19,580 moral and artistic dilemmas start popping up. 1367 01:08:20,276 --> 01:08:21,653 Here's a case in point. 1368 01:08:22,779 --> 01:08:25,157 Morgan, it's Ben Silverman giving you a call. 1369 01:08:25,248 --> 01:08:29,162 I've set up a new business with Witt Arnett and Jason Bateman 1370 01:08:29,252 --> 01:08:31,596 that is focused on advertising production. 1371 01:08:32,088 --> 01:08:34,932 And we've got a really great idea were working on 1372 01:08:35,024 --> 01:08:37,095 in and around the world of male grooming. 1373 01:08:37,260 --> 01:08:40,833 We want it to be funny and capture the tone that you do so well 1374 01:08:40,930 --> 01:08:45,504 and we thought of a fantastic brand partner to work on it with us. 1375 01:08:45,602 --> 01:08:49,948 Give me a call back and we'll set something up to introduce you to Will and Jason. 1376 01:08:50,173 --> 01:08:51,481 Thanks, buddy. Bye. 1377 01:08:51,774 --> 01:08:52,946 How do you say no to that? 1378 01:08:53,610 --> 01:08:54,680 What's a sell-out? 1379 01:08:54,777 --> 01:08:58,156 A sell-out is someone that has no honor and does something just for money 1380 01:08:58,314 --> 01:09:00,988 and doesn't take anything else into consideration. 1381 01:09:01,484 --> 01:09:07,526 A sell-out is when, to attain a certain level you give up some of those principles 1382 01:09:07,657 --> 01:09:09,898 that formed your identity to begin with. 1383 01:09:10,026 --> 01:09:13,303 So I'm making this film that's actually being paid for by advertisers, 1384 01:09:13,463 --> 01:09:15,739 - by companies, about advertising. - Right. 1385 01:09:15,999 --> 01:09:19,139 - Yeah. So am I selling out by doing that? - I don't think so. 1386 01:09:19,903 --> 01:09:26,047 I mean, unless the point you're making is that advertising is a bad thing. 1387 01:09:26,142 --> 01:09:28,315 Are you doing it with integrity? 1388 01:09:29,846 --> 01:09:34,591 - I hope so. - And with a viewpoint of being objective? 1389 01:09:35,084 --> 01:09:39,032 Or are you doing it slanted, for the side of the advertiser 1390 01:09:39,155 --> 01:09:41,658 as a puppet, doing whatever the advertisement wants you to do? 1391 01:09:41,824 --> 01:09:44,862 As long as you do better than they do on it 1392 01:09:45,061 --> 01:09:47,007 then you're not... Then you're buying in. 1393 01:09:47,497 --> 01:09:48,498 Is that right? 1394 01:09:48,932 --> 01:09:50,741 Am I really not selling out? 1395 01:09:51,334 --> 01:09:53,837 Or am I finally just buying in? 1396 01:10:23,566 --> 01:10:27,241 Every sip gets you closer to Justin Timberlake mp3s. 1397 01:10:27,370 --> 01:10:29,316 - Hey. - Hey to you. 1398 01:10:29,405 --> 01:10:32,386 Seems like pushing a product is the new standard for gauging success. 1399 01:10:32,642 --> 01:10:36,920 Today's superstar singers pitch for perfume, action stars vouch for vodka. 1400 01:10:37,380 --> 01:10:40,418 Even America's Sweetheart is the new face for a make-up company. 1401 01:10:40,783 --> 01:10:43,457 For a filmmaker like me, this is pretty uncharted territory. 1402 01:10:43,553 --> 01:10:46,124 And to navigate these waters, who better to turn to 1403 01:10:46,222 --> 01:10:49,135 than one of the most successful celebrity spokesmen himself. 1404 01:10:49,425 --> 01:10:50,563 The Donald. 1405 01:10:51,227 --> 01:10:55,403 Is there a difference between selling out and being a celebrity spokesperson? 1406 01:10:56,332 --> 01:10:59,142 Well, the question's been asked because I do a lot of different things, 1407 01:10:59,235 --> 01:11:02,580 I'll do commercials for different companies, good companies. 1408 01:11:02,639 --> 01:11:04,778 I did Oreo's cookies with the Manning brothers 1409 01:11:04,841 --> 01:11:06,115 Peyton Manning and Eli Manning, 1410 01:11:06,476 --> 01:11:10,117 - Trump! - And we're gonna be huge! 1411 01:11:10,179 --> 01:11:14,286 I feel if the commercial is done properly, if you watch what you're doing, 1412 01:11:14,484 --> 01:11:17,294 it actually enhances your brand. It doesn't hurt your brand. 1413 01:11:17,587 --> 01:11:21,433 There are some people, that, as an example there are certain singers, 1414 01:11:21,524 --> 01:11:25,097 entertainers that would never, ever do a commercial. 1415 01:11:25,161 --> 01:11:28,768 I could name names, but I don't want to because I've tried to get certain songs 1416 01:11:29,165 --> 01:11:32,203 and I could offer them $10 million to play a song once 1417 01:11:32,301 --> 01:11:33,302 and they would turn it down. 1418 01:11:33,436 --> 01:11:36,315 I mean, I think they're crazy, but they'd turn it down. 1419 01:11:36,506 --> 01:11:40,318 But there are people like that, that would never partake in a commercial. 1420 01:11:40,376 --> 01:11:42,447 I don't think they're helped or hurl, 1421 01:11:42,512 --> 01:11:44,458 but I think they should take the money and run. 1422 01:11:44,514 --> 01:11:45,857 - You take care of yourself. - I really appreciate it. 1423 01:11:45,948 --> 01:11:46,949 Thanks. 1424 01:11:47,617 --> 01:11:49,858 But some musicians have done just that. 1425 01:11:52,455 --> 01:11:54,958 You see, brands have always known that one of the fastest ways 1426 01:11:55,058 --> 01:11:58,631 to make their products seem cool was to pair them with the hottest artists. 1427 01:12:26,522 --> 01:12:30,334 And today more and more musicians are finding out just how important it can be 1428 01:12:30,393 --> 01:12:32,896 to get their music supported by brands. 1429 01:12:33,262 --> 01:12:37,870 What you have now is artists partner up with different brands 1430 01:12:37,934 --> 01:12:43,907 to kind of, get that extra push, and you do anything from liquor sponsors 1431 01:12:44,006 --> 01:12:47,215 to cell phone companies to car companies all the way around, 1432 01:12:47,276 --> 01:12:50,052 to, kind of, round out the promotion of your project. 1433 01:12:50,346 --> 01:12:54,385 The artists are competing for impressions. 1434 01:12:54,617 --> 01:12:57,791 If they can do commercials, if they can endorse a product, 1435 01:12:57,887 --> 01:13:01,460 anything that they can do to get more impressions, the better. 1436 01:13:01,557 --> 01:13:05,027 After the Bacardi ad came out, I don't know how quickly it happened, 1437 01:13:05,762 --> 01:13:10,472 you could physically see one step away from having a line chart of like, 1438 01:13:10,633 --> 01:13:14,604 "This is how many more people are starting to listen to your music." 1439 01:13:14,704 --> 01:13:17,583 Licensing to the commercials and stuff 1440 01:13:17,640 --> 01:13:20,587 now I know, just is a good way for a lot of people to hear you. 1441 01:13:20,643 --> 01:13:23,749 And I just want everyone to hear our music, that's all I want. 1442 01:13:23,980 --> 01:13:25,288 What would you never put your music in? 1443 01:13:25,414 --> 01:13:28,054 If somebody said, "We've got a commercial, we're selling blank." 1444 01:13:29,385 --> 01:13:32,298 Our sniff test for whether or not it's all right to put a song in a commercial 1445 01:13:32,388 --> 01:13:34,265 is whether or not that commercial 1446 01:13:34,323 --> 01:13:37,497 is likely to make you feel worse about yourself. 1447 01:13:37,960 --> 01:13:40,065 Is it honoring the music? 1448 01:13:40,163 --> 01:13:43,076 And I gotta say, we have not always done this, 1449 01:13:43,132 --> 01:13:45,009 there were times, especially early in our career 1450 01:13:45,101 --> 01:13:46,136 where we just needed the cash 1451 01:13:46,269 --> 01:13:49,113 and our songs were in some pretty gross commercials. 1452 01:13:49,172 --> 01:13:51,914 They had the "Got milk?" ads, and we never did a "Got milk" ad 1453 01:13:51,974 --> 01:13:54,580 because Dre doesn't drink milk, you know what I'm saying? 1454 01:13:54,644 --> 01:13:56,351 It was as simple as that, It was a big check and everything 1455 01:13:56,445 --> 01:13:58,584 you know, but Dre didn't drink milk, so we never did it. 1456 01:13:58,648 --> 01:14:03,290 I was going through all kinds of ideas with the manager and were like, 1457 01:14:03,352 --> 01:14:05,491 "Weill, maybe it can be soy milk." 1458 01:14:05,588 --> 01:14:08,330 You know, I mean, they were like "No, it's gotta be milk." So we didn't do it 1459 01:14:08,424 --> 01:14:11,928 because that maintains our artistic integrity of what we stand for. 1460 01:14:12,094 --> 01:14:14,665 Are you trying to establish OK Go as a brand? 1461 01:14:15,097 --> 01:14:18,306 Every band ever has had an identity. 1462 01:14:18,467 --> 01:14:22,347 Every person has an identity and, it's cool to have your own identity, 1463 01:14:22,471 --> 01:14:24,451 but when you call it a brand, it's suddenly cheesy. 1464 01:14:24,607 --> 01:14:27,315 Would you guys be willing to do a song, 1465 01:14:27,443 --> 01:14:30,117 create an original identity anthem for the movie? 1466 01:14:30,279 --> 01:14:32,384 - I'd love to. That sounds amazing, - Yeah, awesome. 1467 01:14:32,481 --> 01:14:34,017 Does that... Wait, hold on. 1468 01:14:34,116 --> 01:14:39,065 If we make the theme for The Greatest Movie Ever Sold 1469 01:14:39,455 --> 01:14:43,631 does that mean that we're the greatest rock band ever to write a theme song? 1470 01:14:44,227 --> 01:14:45,228 Absolutely. 1471 01:14:45,661 --> 01:14:49,199 I started this PR firm back in 1983 1472 01:14:50,233 --> 01:14:55,706 and something occurred to me: that we were living in wacky times. 1473 01:14:56,038 --> 01:14:58,848 - Right. - And here is what was wacky about them. 1474 01:14:59,208 --> 01:15:03,553 In the world we live, there's this umbilical cord 1475 01:15:03,645 --> 01:15:07,889 between fame and credibility. 1476 01:15:08,216 --> 01:15:11,390 So, visibility equals credibility. 1477 01:15:11,586 --> 01:15:15,932 In the world we live in, you cannot be credible unless you're visible. 1478 01:15:16,157 --> 01:15:17,932 And so you see what we're doing here. 1479 01:15:18,026 --> 01:15:19,164 Yeah, I do. 1480 01:15:19,227 --> 01:15:20,228 What do we do? 1481 01:15:21,029 --> 01:15:24,738 - Well... - What do I do to get the message out? 1482 01:15:24,833 --> 01:15:26,210 Sell, sell, sell! 1483 01:15:26,334 --> 01:15:28,712 - That's it? - What the hell do you think you do, son? 1484 01:15:28,937 --> 01:15:31,611 Sell! You're in America! 1485 01:15:33,008 --> 01:15:36,217 The path to salvation is not through being quiet. 1486 01:15:36,344 --> 01:15:37,618 - Okay. - And being subtle. 1487 01:15:37,712 --> 01:15:39,851 Not in today's world. You gotta sell! 1488 01:15:46,121 --> 01:15:48,397 This is where you really start to see cause and effect. 1489 01:15:50,025 --> 01:15:54,132 It's pretty amazing to see behind the curtain 1490 01:15:54,462 --> 01:15:56,066 like we've gotten to on this film. 1491 01:15:56,798 --> 01:16:02,373 Now, what happens from this point on, that's the real question. 1492 01:16:03,238 --> 01:16:06,048 Now the movie's gonna go out in the world. 1493 01:16:07,609 --> 01:16:09,111 And now's the point 1494 01:16:13,114 --> 01:16:17,494 where I start to wonder exactly how affected I'll be by everything. 1495 01:16:18,119 --> 01:16:20,599 This is it. This is the Stark. 1496 01:16:22,123 --> 01:16:23,431 This is the beginning of the whole thing. 1497 01:16:24,559 --> 01:16:27,165 As much as the beginning of the process was the beginning of this, 1498 01:16:27,595 --> 01:16:29,905 with what our movie is about, like, this is the beginning, 1499 01:16:30,498 --> 01:16:32,273 This is literally where it really starts. 1500 01:16:32,467 --> 01:16:36,415 You know our next guest from his prize-winning documentary, Super Size Me. 1501 01:16:36,471 --> 01:16:39,281 His latest is called The Greatest Movie Ever Sold. 1502 01:16:39,407 --> 01:16:42,581 It is brought to you by Hyatt, POM Wonderful, JetBlue, 1503 01:16:42,644 --> 01:16:45,591 Mini Cooper, Mane 'n Tail Shampoo, the island of Aruba 1504 01:16:45,647 --> 01:16:48,685 and Amy's Frozen Pizza. It opens in theaters Friday. 1505 01:16:48,783 --> 01:16:51,093 Please say hello to Morgan Spurlockl 1506 01:18:54,442 --> 01:18:57,286 What's happening right now is in the movie? 1507 01:18:57,378 --> 01:18:58,755 Is actually in the film right now. 1508 01:18:58,947 --> 01:19:01,427 So we've actually in a way, gone back in time. 1509 01:19:01,483 --> 01:19:03,724 We have. The space-time continuum has shifted completely. 1510 01:19:03,785 --> 01:19:05,924 This is like the Inception of documentaries. 1511 01:19:12,727 --> 01:19:14,729 Man, these Old Navy clothes look so good! 1512 01:19:15,230 --> 01:19:16,436 So here's the trailers you've done. 1513 01:19:16,631 --> 01:19:19,737 We did Avatar, Alice in Wonderland, Toy Story 3. 1514 01:19:20,268 --> 01:19:23,010 And this is you, right here, that we're doing today. 1515 01:19:23,104 --> 01:19:24,105 And now The Greatest Movie. 1516 01:19:24,739 --> 01:19:26,514 So you have a key to their brain. 1517 01:19:42,657 --> 01:19:44,694 Here we go, three, two... 1518 01:19:45,493 --> 01:19:47,666 And I'd like to welcome you aboard JetBlue Airways, 1519 01:19:47,762 --> 01:19:49,673 the greatest airline you'll ever fly. 1520 01:19:50,165 --> 01:19:53,112 Now that we're in the air I'd like to tell you a little more about your flight. 1521 01:19:54,435 --> 01:19:56,779 The Greatest Movie Ever Sold! 1522 01:20:42,684 --> 01:20:45,392 You are a shameless whore if ever I've met one, Morgan Spurlock. 1523 01:20:45,486 --> 01:20:47,523 - Yes, I am. - Morgan Spurlock, everyone. 1524 01:20:47,589 --> 01:20:50,365 The Greatest Movie Ever Sold opens Friday! We'll be right back. 1525 01:20:50,425 --> 01:20:52,200 Yep, everywhere you look these days 1526 01:20:52,260 --> 01:20:55,002 it seems like someone's trying to sell you something. 1527 01:20:55,496 --> 01:20:57,601 Best I can do is just show you that it's out there. 1528 01:20:57,865 --> 01:21:00,778 Because at the end of the day marketing works. 1529 01:21:04,906 --> 01:21:07,011 But maybe we all don't have to buy in. 1530 01:21:07,175 --> 01:21:10,247 Maybe there's still a place free from all the advertising 1531 01:21:10,345 --> 01:21:12,848 where we can actually think for ourselves. 1532 01:21:13,681 --> 01:21:18,187 So go outside! Take a nice long walk, find that place. 1533 01:21:18,686 --> 01:21:22,600 And when you do it, do it in a nice comfortable pair of Merrells. 1534 01:21:26,394 --> 01:21:28,305 Let's throw some rocks. 1535 01:21:56,557 --> 01:21:59,731 Oh, boy. Look at this. 1536 01:22:02,397 --> 01:22:05,674 Oh, man! Payola! 1537 01:22:09,170 --> 01:22:10,843 Not only that, 1538 01:22:12,607 --> 01:22:14,086 but I'll never be able to forget it. 1539 01:22:15,443 --> 01:22:19,585 After a million steps, "Morgan gave me this." 1540 01:22:21,582 --> 01:22:24,927 Morgan Spurlock on the march! 1541 01:22:25,953 --> 01:22:28,797 Thank you very much, Morgan. Really, it's very thoughtful of you. 1542 01:22:30,625 --> 01:22:32,263 It's hard to get shoes that fit. 1543 01:24:36,484 --> 01:24:38,828 - Yeah. Ron. - Hey, man, how are you? 1544 01:24:38,920 --> 01:24:40,263 - I'm good. What's up? - I'm good. 1545 01:24:40,321 --> 01:24:43,894 I just wanted to call you back, touch base with you and hear what you were thinking. 1546 01:24:43,991 --> 01:24:47,234 Okay I think it's a little weird I'm still talking about it with Tarssa, 1547 01:24:47,328 --> 01:24:49,467 and she's not quite ready to respond yet. I don't think... 1548 01:24:49,564 --> 01:24:50,975 - Okay - Cool man. 1549 01:24:51,065 --> 01:24:54,012 'Cause the last couple of paintings I sold sold for a $120, 1550 01:24:54,101 --> 01:24:56,138 - So, I don't know-- - I know you're big time. 1551 01:24:56,237 --> 01:24:57,614 I know that. 1552 01:24:58,239 --> 01:24:59,309 Can I put you on the phone with her? 1553 01:24:59,407 --> 01:25:01,250 'Cause I wanna make a decision and it's getting harder. 1554 01:25:01,309 --> 01:25:02,515 Do you have like 10 more seconds? 1555 01:25:02,610 --> 01:25:04,521 - Sure. - Hold on. 1556 01:25:04,612 --> 01:25:06,683 - Hey, Morgan, - Hey, Tarssa, how are you? 1557 01:25:06,848 --> 01:25:07,986 - Good. How are you? - Good. 1558 01:25:08,082 --> 01:25:11,586 So, I just wanted to talk to you guys about the placement in the film... 1559 01:25:12,320 --> 01:25:15,164 I was telling Ron, we could have a card with his photograph 1560 01:25:15,256 --> 01:25:16,701 of him painting the painting. 1561 01:25:17,024 --> 01:25:20,130 So he could, so Ron English could be "The Greatest Artist to Ever Paint" 1562 01:25:22,096 --> 01:25:28,047 Yeah, I mean, the greatest artist that ever lived or the greatest artist... 1563 01:25:28,436 --> 01:25:30,473 Yeah, he wants to be the greatest living artist. 1564 01:25:30,538 --> 01:25:32,017 The greatest living artist. 1565 01:25:32,106 --> 01:25:34,211 Okay done, so we'll say, "Ron English, The Greatest Living Artist" 1566 01:25:34,308 --> 01:25:38,017 and he'll be the only person in the credits, that'll actually have a photograph of him. 1567 01:25:38,546 --> 01:25:39,547 Cool. 1568 01:25:40,548 --> 01:25:45,548 Sync by Pukeman [Oneddl.com] 1569 01:25:47,123 --> 01:25:52,221 Final Edits: VeRdiKT [Subscene.com / Addic7ed.com]