1 00:00:58,928 --> 00:01:03,928 Sync by Pukeman oneddl.com 2 00:01:03,929 --> 00:01:05,237 Everywhere you look these days, 3 00:01:05,297 --> 00:01:07,903 it seems like someone's trying to sell you something. 4 00:01:08,133 --> 00:01:12,275 On billboards, posters, stickers, elevators, gas pumps, airplanes, 5 00:01:12,370 --> 00:01:14,976 cups, napkins, coffee holders, wire hangers. 6 00:01:15,073 --> 00:01:16,814 Even bathrooms. 7 00:01:16,908 --> 00:01:19,980 See, it used to be that when someone really wanted to sell you something, 8 00:01:20,078 --> 00:01:23,218 they could rely on the good old fashioned 30-second TV spot. 9 00:01:23,548 --> 00:01:25,550 He likes it! Hey, Mikey! 10 00:01:25,650 --> 00:01:27,561 But thanks to the invention of this... 11 00:01:28,119 --> 00:01:29,120 And this... 12 00:01:29,220 --> 00:01:31,723 There's a revolution going on called "Internet." 13 00:01:31,923 --> 00:01:34,301 Fewer and fewer of us are actually sitting through these. 14 00:01:34,392 --> 00:01:35,735 Anything is possible 15 00:01:35,794 --> 00:01:37,831 when your man smells like Old Spice and not a lady. 16 00:01:37,996 --> 00:01:41,136 So how's a poor struggling multimillion-dollar corporation 17 00:01:41,232 --> 00:01:43,234 supposed to let you know they even exist? 18 00:01:43,301 --> 00:01:45,406 Hey, welcome to Morning Joe, brewed by Starbucks! 19 00:01:45,470 --> 00:01:46,642 We do have a special guest... 20 00:01:46,738 --> 00:01:48,945 Excuse me, I'm just going to have a sip here of my Starbucks. 21 00:01:49,007 --> 00:01:50,145 There you go. 22 00:01:50,241 --> 00:01:53,984 Welcome to the brave new worid of brand integration. 23 00:01:54,746 --> 00:01:56,919 But you may know it by its old school name... 24 00:01:57,248 --> 00:01:59,751 Converse All Stars, vintage 2004... 25 00:01:59,818 --> 00:02:00,956 Product placement. 26 00:02:01,019 --> 00:02:02,293 You can use a Guinness. 27 00:02:02,354 --> 00:02:04,994 Today, product placement is a multibillion dollar industry 28 00:02:05,090 --> 00:02:09,163 that generates hard cash for movies, creates new identities for brands, 29 00:02:09,260 --> 00:02:13,970 but most importantly, delivers the holy grail of marketing, co-promotion. 30 00:02:14,766 --> 00:02:17,144 You see, co-promotion is what takes a regular movie 31 00:02:17,202 --> 00:02:18,806 and turns it into a blockbuster. 32 00:02:19,204 --> 00:02:20,512 Take Iron Man. 33 00:02:20,605 --> 00:02:23,313 That movie had more than 14 brand partners. 34 00:02:23,375 --> 00:02:26,845 Everything from a Whiplash Whopper to Iron Man Dr Pepper cans, 35 00:02:26,945 --> 00:02:29,721 to Tony Stark himself driving of in an Audi commercial. 36 00:02:30,115 --> 00:02:31,185 These types of partnerships 37 00:02:31,282 --> 00:02:34,024 deliver millions of dollars of free advertising for the movie 38 00:02:34,119 --> 00:02:37,657 while also raising visibility for the companies themselves. 39 00:02:37,956 --> 00:02:40,368 But do all these co-promotions actually work? 40 00:02:40,458 --> 00:02:42,802 Do they have that much influence over the choices we make? 41 00:02:43,294 --> 00:02:45,706 Does Shrek make me want to take a Royal Caribbean Cruise 42 00:02:45,797 --> 00:02:47,708 or Burger King make me wanna go see Twilight? 43 00:02:48,166 --> 00:02:51,704 Is the only thing missing from my movie achieving Iron Man status 44 00:02:51,803 --> 00:02:53,214 a little co-promotion? 45 00:02:53,571 --> 00:02:54,914 Well, if that's true, 46 00:02:55,006 --> 00:02:58,852 then I can't wait to get some of that sweet Hollywood ad money. 47 00:02:59,544 --> 00:03:03,993 Last year, more than $412 billion were spent on marketing and advertising. 48 00:03:04,215 --> 00:03:05,819 And out of that $412 billion, 49 00:03:05,984 --> 00:03:08,988 just four companies controlled over 75% of it. 50 00:03:09,654 --> 00:03:11,531 If I'm gonna make a doc-buster 51 00:03:11,656 --> 00:03:14,535 it seems like these companies are a great place to start 52 00:03:16,828 --> 00:03:17,898 So what I wanna do, 53 00:03:17,996 --> 00:03:21,739 is make a film all about product placement marketing and advertising, 54 00:03:21,833 --> 00:03:23,369 where the entire film is funded 55 00:03:23,435 --> 00:03:25,847 by product placement, marketing, and advertising. 56 00:03:26,004 --> 00:03:28,780 So the movie will be called The Greatest Movie Ever Sold. 57 00:03:28,873 --> 00:03:31,217 So what happens in The Greatest Movie Ever Sold 58 00:03:31,276 --> 00:03:33,847 is that everything from top to bottom, start to finish, 59 00:03:33,912 --> 00:03:35,619 is branded from beginning to end. 60 00:03:35,713 --> 00:03:38,387 You know, from the above-the-title sponsor that you'll see in the movie 61 00:03:38,450 --> 00:03:39,588 which is brand X... 62 00:03:39,684 --> 00:03:44,064 Now this brand, the Qualcomm Stadium, the Staples Center... 63 00:03:44,422 --> 00:03:46,925 These people will be married to the film in perpetuity, forever, 64 00:03:47,025 --> 00:03:49,096 - So the film explores this whole idea... - It's redundant. 65 00:03:49,194 --> 00:03:50,298 - It's what? - It's redundant. 66 00:03:50,395 --> 00:03:52,272 In perpetuity forever? I'm a redundant person, 67 00:03:52,363 --> 00:03:54,138 I'm just saying... 68 00:03:54,265 --> 00:03:57,405 That was more for him. It's in perpetuity, period, forever. 69 00:03:57,569 --> 00:03:59,571 But not only are we going to have the brand X title sponsor, 70 00:03:59,704 --> 00:04:02,378 but we're gonna make it so we can sell out every category we can in the film. 71 00:04:02,440 --> 00:04:03,475 So maybe we sell a shoe, 72 00:04:03,575 --> 00:04:04,986 and it becomes "The Greatest Shoe You Ever Wore," 73 00:04:05,110 --> 00:04:07,647 "The Greatest Car You Ever Drove," from The Greatest Movie Ever Sold. 74 00:04:07,779 --> 00:04:09,656 You know, "The Greatest Drink You've Ever Had" 75 00:04:09,747 --> 00:04:10,782 courtesy, The Greatest Movie Ever Sold. 76 00:04:11,149 --> 00:04:15,120 So the idea is beyond just showing that brands are part of your life, 77 00:04:15,220 --> 00:04:16,722 but actually get them to finance the film. Is that it? 78 00:04:16,788 --> 00:04:17,789 Get them to finance the film 79 00:04:17,889 --> 00:04:19,766 and actually we show the whole process of, "How does it work?" 80 00:04:19,824 --> 00:04:21,929 The goal of this whole film is transparency. 81 00:04:21,993 --> 00:04:24,234 You're going to see the whole thing take place in this movie. 82 00:04:24,429 --> 00:04:28,002 So that's the whole concept. The whole film, start to finish. 83 00:04:28,166 --> 00:04:30,168 And I would love for CEG to help make it happen. 84 00:04:30,301 --> 00:04:32,907 Hey, you know, it's funny 'cause when I first hear it, 85 00:04:33,738 --> 00:04:37,481 it is the ultimate respect for an audience. 86 00:04:37,742 --> 00:04:41,918 I don't know how receptive people are going to be to it, though, 87 00:04:42,247 --> 00:04:43,590 Do you have a perspective, or... 88 00:04:43,648 --> 00:04:46,322 I don't want to use "angle" cause that sort of has a negative connotation... 89 00:04:46,417 --> 00:04:49,091 - Do you know how this is going to play out? - No idea. 90 00:04:49,487 --> 00:04:51,933 How much money does it take to do this? 91 00:04:52,257 --> 00:04:53,292 - $1.5 million. - $1.5 million, 92 00:04:53,358 --> 00:04:54,359 Okay, 93 00:04:54,759 --> 00:04:57,000 I think you're going to have a hard time meeting with them, 94 00:04:57,095 --> 00:05:00,474 but I think it's certainly worth pursuing 95 00:05:00,532 --> 00:05:02,205 a couple of really big, obvious brands, 96 00:05:02,367 --> 00:05:04,506 Who knows? Maybe, by the time your film comes out 97 00:05:04,602 --> 00:05:06,377 we'll look like a bunch of blithering idiots. 98 00:05:06,538 --> 00:05:07,846 What do you think the response is going to be? 99 00:05:07,939 --> 00:05:11,011 The responses mostly will be no. 100 00:05:11,309 --> 00:05:14,449 But is the toughest sell because of the film or is the toughest sell because of me? 101 00:05:14,612 --> 00:05:15,647 Both. 102 00:05:16,114 --> 00:05:19,118 That meeting, not so optimistic. 103 00:05:20,451 --> 00:05:22,556 So can you help me? I need help. 104 00:05:22,887 --> 00:05:24,560 - I can help you. - Okay. 105 00:05:24,656 --> 00:05:25,657 - Good. - Good. 106 00:05:26,491 --> 00:05:27,492 Awesome! 107 00:05:28,059 --> 00:05:30,300 - We got to figure out which brands. - Yeah. 108 00:05:31,663 --> 00:05:32,971 That's the challenge. 109 00:05:33,031 --> 00:05:35,068 When you look at the people you deal with, or... 110 00:05:35,166 --> 00:05:36,372 We've got some places we can go. 111 00:05:36,467 --> 00:05:38,708 - Okay. Okay. - Turn the camera off, 112 00:05:39,404 --> 00:05:42,476 I thought "turn the camera off" meant "let's have an off-the-record conversation." 113 00:05:43,041 --> 00:05:46,818 Tums out it really means, "We want nothing to do with your movie." 114 00:05:47,145 --> 00:05:50,718 Luckily, I've got an old friend in the industry who might be a bit more receptive, 115 00:05:51,382 --> 00:05:53,885 Richard Kirshenbaum has worked in advertising for years 116 00:05:53,985 --> 00:05:56,329 and has made a name for himself and his agency 117 00:05:56,387 --> 00:05:58,094 by not thinking like an agency. 118 00:05:58,590 --> 00:06:00,592 If anyone out there is going to get in its him. 119 00:06:00,692 --> 00:06:02,069 So ultimately what we want to try and do, 120 00:06:02,160 --> 00:06:04,834 is create what is the Iron Man of documentaries. 121 00:06:04,996 --> 00:06:07,840 The documentary that when it comes out, has so many partners 122 00:06:07,899 --> 00:06:09,071 has so many brands involved... 123 00:06:09,167 --> 00:06:14,173 I love the idea that you're actually selling out, you're admitting selling out, 124 00:06:15,206 --> 00:06:17,186 - and therefore not selling out. - And therefore not selling out. 125 00:06:17,242 --> 00:06:18,243 It's genius, 126 00:06:18,576 --> 00:06:20,920 And the story, also, is talking to people 127 00:06:21,012 --> 00:06:22,958 who say this is a problem with the industry, this is wrong. 128 00:06:23,047 --> 00:06:24,890 But then there's people who are like, "How could it be wrong? 129 00:06:24,949 --> 00:06:27,259 "It's where we started in television. It's where we started in film." 130 00:06:27,352 --> 00:06:30,925 So the film is about the marketing of movies, 131 00:06:31,022 --> 00:06:32,695 and I want to be a sponsor. 132 00:06:32,857 --> 00:06:34,700 You guys can tell me better than anyone else 133 00:06:34,759 --> 00:06:37,399 what the, kind of like, "Here's what we pay you for these things," 134 00:06:37,462 --> 00:06:39,203 and so you start to see these things come to fruition 135 00:06:39,264 --> 00:06:40,470 - over the course of the film. - Right. 136 00:06:40,565 --> 00:06:43,478 So you're willing to sell out completely, personally, to do this? 137 00:06:44,402 --> 00:06:45,574 - Whatever it takes. - Great. 138 00:06:45,870 --> 00:06:47,213 So what do we do now? 139 00:06:48,072 --> 00:06:50,746 I think the thing to do is go get a client. 140 00:06:51,042 --> 00:06:52,077 Get one. 141 00:06:52,143 --> 00:06:53,144 - Thank you. - Great to see you. 142 00:06:53,244 --> 00:06:54,882 - This is going to be fun. - Yeah, thanks, guys. 143 00:06:55,213 --> 00:06:57,921 To get my first client, I need to understand two things. 144 00:06:58,249 --> 00:07:00,092 Who would actually sponsor this movie? 145 00:07:00,151 --> 00:07:02,222 And how I'm supposed to talk to them. 146 00:07:02,287 --> 00:07:04,460 Britt Johnson is the president of Media Placement, 147 00:07:04,555 --> 00:07:07,331 one of the most successful product placement agencies in the country. 148 00:07:07,592 --> 00:07:10,471 And David Wales is the president of the Ministry of Culture 149 00:07:10,561 --> 00:07:14,134 and makes his living, predicting the next big trends in advertising. 150 00:07:14,332 --> 00:07:18,747 If we were going out to sell somebody to be a product or brand in the film, 151 00:07:18,936 --> 00:07:19,971 what's that worth? 152 00:07:20,071 --> 00:07:21,914 It depends on how many people you reach, 153 00:07:22,740 --> 00:07:24,981 - Dozens. - Dozens? 154 00:07:25,076 --> 00:07:26,316 This movie is going to reach dozens of people. 155 00:07:26,411 --> 00:07:27,412 It would depend how many people you reach. 156 00:07:27,812 --> 00:07:29,416 How do I figure out who I should go after? 157 00:07:29,480 --> 00:07:30,584 I would just go for everybody. 158 00:07:31,349 --> 00:07:34,091 - As long as the check clears. - Yeah, as long as the check clears. 159 00:07:34,152 --> 00:07:35,153 The one good thing is, 160 00:07:35,253 --> 00:07:36,493 you might be able to get a lot of the things paid for, 161 00:07:36,587 --> 00:07:37,622 That's a good question, 162 00:07:37,689 --> 00:07:40,169 so what are the things we should be looking for to try and get for free? 163 00:07:40,325 --> 00:07:42,362 I think you might be able to get a beer brand, 164 00:07:42,694 --> 00:07:46,198 hotels, air service, computers, car. 165 00:07:46,631 --> 00:07:48,440 You definitely should have a sports car. 166 00:07:48,800 --> 00:07:50,006 What about clothing? 167 00:07:50,335 --> 00:07:51,814 - Yeah! Clothing? - Can you get clothing? 168 00:07:51,869 --> 00:07:52,973 Yeah, clothing would be easy, 169 00:07:53,171 --> 00:07:54,775 How do I make a company want to be in this movie? 170 00:07:54,939 --> 00:07:58,477 You start by acknowledging that you yourself are a brand. Right? 171 00:07:58,776 --> 00:08:01,222 What's your brand collateral? What are you bringing to the table? 172 00:08:01,446 --> 00:08:02,982 I guess that's what you need to figure out 173 00:08:03,114 --> 00:08:05,116 in terms of making yourself appealing to them. 174 00:08:05,450 --> 00:08:08,158 How would you guys describe your brand? 175 00:08:11,222 --> 00:08:12,360 My brand? 176 00:08:13,024 --> 00:08:14,469 I don't know like... 177 00:08:15,293 --> 00:08:16,863 I like really nice clothes. 178 00:08:17,128 --> 00:08:19,972 '80s revival meets skater punk. 179 00:08:20,465 --> 00:08:22,240 Unless it's laundry day. 180 00:08:22,633 --> 00:08:26,342 The brand that I am is... I would call it "Casual Fly," 181 00:08:26,571 --> 00:08:27,982 If Dan were a brand, 182 00:08:28,072 --> 00:08:33,420 he might be a classic convertiblr Mercedes-Benz. 183 00:08:34,412 --> 00:08:38,326 Part hippie, part yogi, part Brooklyn girl? I don't know. 184 00:08:38,750 --> 00:08:42,163 Failed writer, alcoholic brand? Is that something? 185 00:08:42,653 --> 00:08:45,156 I think most Of Hollywood has that brand covered. 186 00:08:45,223 --> 00:08:46,930 For me to get any companies on board, 187 00:08:47,024 --> 00:08:49,163 I first need to understand what I'm offering them. 188 00:08:49,327 --> 00:08:51,102 That's where Olson Zaltman comes in. 189 00:08:51,562 --> 00:08:53,906 By using an intense form of psychoanalysis, 190 00:08:53,998 --> 00:08:57,070 they've helped companies like Hallmark, Nestle, and Febreze 191 00:08:57,168 --> 00:09:00,445 better understand what they call their brand personality. 192 00:09:02,073 --> 00:09:03,711 - You brought your pictures, right? - I did. 193 00:09:03,841 --> 00:09:07,345 The very first picture, is a picture of my family. 194 00:09:07,512 --> 00:09:08,513 So tell me about how it relates 195 00:09:08,579 --> 00:09:10,456 to your thoughts and feelings about who you are. 196 00:09:10,615 --> 00:09:13,095 These are the people who shaped the way I look at the world. 197 00:09:13,351 --> 00:09:14,762 Tell me about this world. 198 00:09:14,852 --> 00:09:18,265 I think your world is the world that you live in. 199 00:09:18,356 --> 00:09:20,302 The people that are around you, your friends, your family. 200 00:09:20,391 --> 00:09:22,234 The way you live your life, the job you do, 201 00:09:22,860 --> 00:09:25,101 All those things stemmed and started from one place. 202 00:09:25,196 --> 00:09:27,870 And for me, they stemmed and started with my family in West Virginia. 203 00:09:27,932 --> 00:09:29,104 What's the next one you wanna talk about? 204 00:09:29,200 --> 00:09:31,373 The next one... This was the best day ever. 205 00:09:31,436 --> 00:09:33,746 How does this relate to your thoughts and feelings about who you are? 206 00:09:33,805 --> 00:09:35,443 It's like, "Who do I wanna be?" 207 00:09:35,540 --> 00:09:38,214 I like things that are different, I like things that are weird. 208 00:09:38,576 --> 00:09:39,748 I like weird things. 209 00:09:40,044 --> 00:09:42,217 Tell me about the "why" phase. What does that do for us? 210 00:09:42,380 --> 00:09:44,656 What is the machete? What pupa stage are you in now? 211 00:09:44,749 --> 00:09:47,127 Why is it important to reboot? What does the red represent... 212 00:09:47,218 --> 00:09:50,961 Tell me a little bit about that harp. What is it about you that's not who you are? 213 00:09:56,994 --> 00:09:58,769 - Thank you. - Yeah, thanks for your patience, 214 00:09:58,830 --> 00:10:00,605 - Great job. Thanks a lot. - All right. 215 00:10:01,566 --> 00:10:04,103 Yeah, I don't know what's going to come of this. 216 00:10:04,302 --> 00:10:06,282 There was a whole lot of crazy going on in there. 217 00:10:06,637 --> 00:10:07,672 The first thing we saw 218 00:10:07,772 --> 00:10:12,448 was this idea that you had two distinct but complementary sides 219 00:10:12,510 --> 00:10:14,183 to your brand personality. 220 00:10:14,278 --> 00:10:16,918 The Morgan Spurlock brand is a mindful play brand. 221 00:10:16,981 --> 00:10:19,120 Those are kind of juxtaposed very nicely together, 222 00:10:19,183 --> 00:10:21,094 and I think there's almost a paradox with those. 223 00:10:21,152 --> 00:10:25,157 And I think some companies will just focus on one of their strengths 224 00:10:25,289 --> 00:10:27,496 or the other, instead of focusing on both. 225 00:10:27,625 --> 00:10:31,038 Most companies tend to, and it's human nature, 226 00:10:31,262 --> 00:10:34,209 to avoid things that they are not sure of, avoid fear, 227 00:10:34,298 --> 00:10:36,107 those elements, and you really embrace those, 228 00:10:36,167 --> 00:10:39,205 and you actually turn them into positives for you, it's a neat thing to see, 229 00:10:39,303 --> 00:10:40,941 What other brands are like that? 230 00:10:41,005 --> 00:10:43,281 The first one here is a classic, Apple. 231 00:10:43,374 --> 00:10:49,347 And you can see here, Target, Wii, Mini from Mini Coopers, and JetBlue. 232 00:10:49,480 --> 00:10:51,687 Now there's playful brands and mindful brands, 233 00:10:51,782 --> 00:10:53,853 those sorts of things that have come and gone, 234 00:10:53,951 --> 00:10:56,898 but a playful mindful brand is a pretty powerful thing. 235 00:10:57,455 --> 00:10:58,456 Awesome. 236 00:10:59,857 --> 00:11:01,803 That's good. That's a good thing, 237 00:11:02,059 --> 00:11:04,630 Now that I know what type of brand personality I have 238 00:11:04,695 --> 00:11:06,174 it's time to figure out what other companies 239 00:11:06,230 --> 00:11:09,507 would want to be in business with someone as mindful and playful as myself 240 00:11:10,067 --> 00:11:12,377 Time for a little brand recon. 241 00:11:17,742 --> 00:11:20,188 Nothing like a cold call... 242 00:11:21,879 --> 00:11:24,189 to show exactly how little power you have. 243 00:11:26,484 --> 00:11:28,987 This movie is brought to you by Apple Zings, 244 00:11:29,253 --> 00:11:31,859 Crisco. Kenneth Cole. Prada. Paul Smith. 245 00:11:32,323 --> 00:11:35,600 Welcome to the Johnson & Johnson Company's world headquarters. 246 00:11:35,693 --> 00:11:36,830 Starbucks Coffee? 247 00:11:36,893 --> 00:11:38,099 Thanks for calling Target Corporation. 248 00:11:38,328 --> 00:11:39,534 Ben & Jerry's... 249 00:11:39,696 --> 00:11:40,697 Licefreee! 250 00:11:40,830 --> 00:11:41,900 Carmex... 251 00:11:41,998 --> 00:11:44,171 This film is brought to you by B complex. 252 00:11:44,401 --> 00:11:47,780 Documentaries are not as seen as feature films. 253 00:11:47,871 --> 00:11:51,250 I can't do it. I'm the Director of Public Relations for Guess. 254 00:11:51,341 --> 00:11:56,120 We will never put Morgan, your average Joe, on a billboard, ever. 255 00:11:56,346 --> 00:11:57,916 You're making a film about that? 256 00:11:58,014 --> 00:11:59,015 - I am. - Okay. 257 00:12:02,118 --> 00:12:04,394 We would love it for JetBlue to be the official airline. 258 00:12:04,454 --> 00:12:06,127 What is the greatest car you could drive? 259 00:12:06,222 --> 00:12:07,724 I think it's got to be a Ford. 260 00:12:07,791 --> 00:12:08,769 The Volkswagen. 261 00:12:08,858 --> 00:12:10,531 The Lexus hybrid being the official car. 262 00:12:10,594 --> 00:12:11,629 BlackBerry phone... 263 00:12:11,728 --> 00:12:12,729 Seventh Generation... 264 00:12:12,796 --> 00:12:13,968 Huge fan of Fluevogs... 265 00:12:14,097 --> 00:12:16,475 We got a fax from Volkswagen. 266 00:12:16,566 --> 00:12:18,546 "It is my understanding that you discussed with our agent, 267 00:12:18,735 --> 00:12:21,773 "DDB Entertainment International, the possibility of our involvement 268 00:12:21,871 --> 00:12:24,283 "in an upcoming documentary film directed by Morgan Spurlock 269 00:12:24,374 --> 00:12:26,786 "that will explore product placement in the movies. 270 00:12:26,876 --> 00:12:28,219 "After due consideration, 271 00:12:28,278 --> 00:12:31,953 "Volkswagen Group of America Incorporated and DDB 272 00:12:32,048 --> 00:12:36,258 "have determined that it is not in Volkswagen's best interest 273 00:12:36,319 --> 00:12:40,597 "to be involved in this documentary in any manner. In any manner." 274 00:12:40,657 --> 00:12:42,295 Diet Coke. Levi's. 275 00:12:42,392 --> 00:12:44,235 Be stupid, Diesel. 276 00:12:44,394 --> 00:12:45,771 It's not something that we do. 277 00:12:45,829 --> 00:12:48,639 Think how great it would be. The Greatest Movie Ever Sold video game. 278 00:12:48,732 --> 00:12:50,109 We're just unable to participate. 279 00:12:50,166 --> 00:12:53,113 What about if in the film, we had either a cowboy 280 00:12:53,169 --> 00:12:55,649 or an animated camel smoking your brand? 281 00:12:55,739 --> 00:12:58,811 My response is, we really don't wanna be in the film. 282 00:12:59,009 --> 00:13:02,354 I mean, it doesn't sound like a movie that I would be excited about going to, 283 00:13:02,445 --> 00:13:04,857 Right. So why wouldn't you want to go see this movie? 284 00:13:04,948 --> 00:13:06,928 It goes against everything that we do. 285 00:13:06,983 --> 00:13:08,587 What if we loaded it with nudity? 286 00:13:08,652 --> 00:13:09,653 Yes, that would help. 287 00:13:12,822 --> 00:13:13,960 Indian Vegetable Korma. 288 00:13:14,024 --> 00:13:15,332 The official grandpa slipper. 289 00:13:15,425 --> 00:13:17,029 I've got too many other things to think about. 290 00:13:17,460 --> 00:13:20,600 Can we please get Mane 'n Tail to be the sponsor? 291 00:13:24,634 --> 00:13:27,376 If it's good enough for your horse, it's good enough for you. 292 00:13:27,504 --> 00:13:28,881 Mane 'n Tail. 293 00:13:29,305 --> 00:13:30,682 I want this. This is the best. 294 00:13:35,945 --> 00:13:39,984 You gotta love a product that says, "Directions for human use." 295 00:13:40,050 --> 00:13:44,157 And then, it says, "Directions for animal use." 296 00:13:52,128 --> 00:13:53,402 Smells like a pretty horse. 297 00:13:53,797 --> 00:13:55,640 We're calling Mane 'n Tail. 298 00:14:01,471 --> 00:14:02,848 Hey Morgan, its Richard. I've got some great news. 299 00:14:02,906 --> 00:14:04,908 It looks like we have a client who would love to hear your pitch. 300 00:14:05,008 --> 00:14:06,078 Give me a call back. 301 00:14:13,183 --> 00:14:16,164 It's our first big pitch, with a real brand. 302 00:14:16,853 --> 00:14:18,491 Richard Kirshenbaum hooked the whole thing up 303 00:14:18,555 --> 00:14:20,398 with one of his clients. 304 00:14:22,158 --> 00:14:24,661 So this is it. It's on! It's real right now. 305 00:14:27,363 --> 00:14:29,707 - I want to introduce you to Morgan. - Hi. 306 00:14:30,667 --> 00:14:32,408 - Hi, how are you? I'm Morgan Spurlock. - Beth Jones. 307 00:14:32,502 --> 00:14:34,607 I have friends who make great, big, giant Hollywood films 308 00:14:34,704 --> 00:14:37,116 and I have friends who make little independent films like I make. 309 00:14:37,340 --> 00:14:39,843 And the friends of mine who make big giant Hollywood movies 310 00:14:39,909 --> 00:14:41,786 say that the reason their films are so successful 311 00:14:41,878 --> 00:14:43,687 is because of the brand partners that they have. 312 00:14:43,780 --> 00:14:45,953 And then my friends who make small independent films say, 313 00:14:46,182 --> 00:14:49,186 "Well how are we supposed to compete with these big, giant Hollywood movies?" 314 00:14:49,252 --> 00:14:52,859 And the movie is called The Greatest Movie Ever Sold. 315 00:14:53,189 --> 00:14:55,863 So now how specifically will we see Ban in the film? 316 00:14:56,459 --> 00:14:59,463 See anytime I'm getting ready to go, anytime I open my medicine cabinet, 317 00:14:59,562 --> 00:15:01,769 you will see Ban Deodorant- 318 00:15:01,865 --> 00:15:04,072 While anytime I do an interview with someone, 319 00:15:04,367 --> 00:15:07,541 I can say, "Are you fresh enough for this interview? 320 00:15:07,804 --> 00:15:09,306 "Are you ready? You look a little nervous. 321 00:15:09,472 --> 00:15:11,645 "I want to help you calm down, so maybe you should... 322 00:15:12,041 --> 00:15:13,611 "Maybe you should put some on before the interview." 323 00:15:13,710 --> 00:15:15,781 So we'll offer one of these fabulous scents, 324 00:15:15,879 --> 00:15:18,052 Whether it's a Floral Fusion or Paradise Winds, 325 00:15:18,148 --> 00:15:19,252 they'll have their chance. 326 00:15:19,382 --> 00:15:22,454 We'll have them geared for both male or female, 327 00:15:22,719 --> 00:15:24,790 solid roll-on or stick, or whatever it may be. 328 00:15:25,321 --> 00:15:27,597 That's the two-cent tour. 329 00:15:27,791 --> 00:15:31,398 So now I can answer any of your questions and give you the five-cent tour. 330 00:15:31,461 --> 00:15:32,462 We are a smaller brand, 331 00:15:32,562 --> 00:15:35,805 much like you talked about being a smaller movie. 332 00:15:35,899 --> 00:15:37,469 We're very much a challenger brand 333 00:15:37,567 --> 00:15:39,740 so we don't have the budgets that other brands have. 334 00:15:39,836 --> 00:15:43,147 So doing things like this, remind people about Ban, 335 00:15:43,239 --> 00:15:45,150 is why we're interested in it. 336 00:15:45,241 --> 00:15:47,084 What are the words you would use to describe Ban? 337 00:15:47,243 --> 00:15:48,517 Ban is blank. 338 00:15:50,914 --> 00:15:53,451 That's a great question. 339 00:15:57,687 --> 00:15:59,792 Ban is superior technology. 340 00:16:00,356 --> 00:16:01,835 Technology's not the way you want to describe 341 00:16:01,925 --> 00:16:02,926 something somebody's putting in their armpit. 342 00:16:02,992 --> 00:16:05,472 We talk about bold. Fresh. 343 00:16:05,662 --> 00:16:09,200 I think fresh is a great word that really spins this category into the positive 344 00:16:09,365 --> 00:16:11,675 versus the "fights odor and wetness." 345 00:16:11,768 --> 00:16:13,441 It keeps you fresh. 346 00:16:13,536 --> 00:16:16,608 How do we keep you fresher longer? Better freshness, more freshness. 347 00:16:16,840 --> 00:16:17,944 Three times fresher. 348 00:16:18,007 --> 00:16:20,954 Things like that that are, you know, more of that positive benefit, 349 00:16:21,010 --> 00:16:23,854 When it comes down to cost and things like that, 350 00:16:23,980 --> 00:16:25,687 do we have to have a sideline conversation about that? 351 00:16:25,782 --> 00:16:27,728 About what things will cost in this film, or what? 352 00:16:27,817 --> 00:16:29,956 - Yeah, to participate. - No, we can talk about it now. 353 00:16:30,153 --> 00:16:31,496 Okay. What do you project? 354 00:16:31,654 --> 00:16:33,531 We're trying to sell the above-the-title sponsorship, 355 00:16:33,623 --> 00:16:35,967 the naming rights for a million dollars. 356 00:16:36,125 --> 00:16:37,798 All the way down to brand partners 357 00:16:37,961 --> 00:16:42,205 who will come in for anywhere from $25,000 to $100,000. 358 00:16:42,298 --> 00:16:44,471 What about concerns that you would have, 359 00:16:45,034 --> 00:16:46,570 or things that you would be worried about? 360 00:16:46,669 --> 00:16:49,377 You have a somewhat controversial reputation. 361 00:16:49,472 --> 00:16:52,476 How can you assure us that it'll be done in a positive light? 362 00:16:52,642 --> 00:16:54,986 I think, when it comes to all of the brand partners... 363 00:16:55,211 --> 00:16:58,818 Like the way that Ban will be portrayed in the film will be... 364 00:16:59,082 --> 00:17:00,425 There's no way I would disparage Ban 365 00:17:00,583 --> 00:17:02,221 because, again, at the end of the day you are my partner. 366 00:17:02,318 --> 00:17:04,059 - I think that was the main concern. - Yeah. 367 00:17:04,187 --> 00:17:05,894 I don't know that we have... 368 00:17:05,989 --> 00:17:07,764 We're pretty excited about it. 369 00:17:07,857 --> 00:17:09,268 Is there a number that you guys want to hit 370 00:17:09,359 --> 00:17:11,566 that's the amount you'd want to commit to something like this? 371 00:17:12,595 --> 00:17:15,235 I think in that 50-range. I think you were talking... 372 00:17:15,431 --> 00:17:17,843 - Amazing! That's great. Great to meet you. - Great to meet you. 373 00:17:17,901 --> 00:17:19,244 - Great meeting you. - Great presentation. 374 00:17:19,335 --> 00:17:21,838 - Thank you, - We're really looking forward to it. 375 00:17:22,505 --> 00:17:25,076 One down, about 15 to go. 376 00:17:26,042 --> 00:17:28,352 But I mean, as they say, 377 00:17:29,345 --> 00:17:30,915 smells like a brand new day. 378 00:17:31,080 --> 00:17:32,286 With Ban on board, 379 00:17:32,382 --> 00:17:34,862 Richard thought I should talk ta an old lawyer friend of his. 380 00:17:35,018 --> 00:17:37,294 That way I know exactly what I can promise folks, 381 00:17:37,387 --> 00:17:39,560 not to mention, what I can and can't say about them. 382 00:17:39,622 --> 00:17:41,067 - Hey, Rick? - Yes. 383 00:17:41,124 --> 00:17:43,536 - Hi. I'm Morgan Spurlock. - Hi. Nice to see you. 384 00:17:43,593 --> 00:17:44,799 - Good to see you. How've you been? - Good. 385 00:17:45,361 --> 00:17:47,967 Richard called you, told you about the film we're about to make 386 00:17:48,064 --> 00:17:50,806 and we need some real legal advice. 387 00:17:51,367 --> 00:17:53,438 We're making a movie called The Greatest Movie Ever Sold. 388 00:17:53,536 --> 00:17:54,708 The most important question, 389 00:17:54,771 --> 00:17:57,445 what's going to keep me from getting sued in making this movie? 390 00:17:57,540 --> 00:17:58,951 I think you'll probably be okay 391 00:17:59,042 --> 00:18:02,819 because the whole set up of the film establishes the context. 392 00:18:02,912 --> 00:18:06,382 So I can say something's the "greatest" and not have an issue with it? 393 00:18:06,716 --> 00:18:07,786 Yes. 394 00:18:07,884 --> 00:18:11,889 Film can be a documentary, in which case everything should be real, 395 00:18:12,055 --> 00:18:13,728 and film can be completely fiction. 396 00:18:13,790 --> 00:18:18,671 And most commercials, most advertising is slice of life, it's completely fictional. 397 00:18:18,795 --> 00:18:22,402 The flip side of that, we sometimes call "faction." 398 00:18:22,465 --> 00:18:23,739 So wait, What's "faction"? 399 00:18:24,000 --> 00:18:27,106 Faction is when you've combined documentary, 400 00:18:27,170 --> 00:18:32,518 or factual, or historical information with speculation or notion. 401 00:18:32,775 --> 00:18:36,120 Where you've got a mix of fact 402 00:18:36,279 --> 00:18:41,490 and then something that you as a director, or an author writing a book, 403 00:18:41,751 --> 00:18:45,324 really has an obligation to indicate to the audience 404 00:18:45,788 --> 00:18:51,261 what is the historical fact and what is the speculation in a typical work of faction, 405 00:18:51,327 --> 00:18:55,275 If I say that these are the greatest sunglasses anybody could ever wear, 406 00:18:55,431 --> 00:18:56,637 in The Greatest Movie Ever Sold. 407 00:18:56,766 --> 00:18:58,643 Can I... On the inverse, 408 00:18:58,768 --> 00:19:02,113 can I say that every other sunglasses are the worst sunglasses ever made? 409 00:19:02,305 --> 00:19:05,514 You know, if you're saying everything that's a sponsor is the greatest 410 00:19:05,608 --> 00:19:07,815 and everything else is trash, 411 00:19:07,877 --> 00:19:10,619 people seeing the film are going to get that you're making a point 412 00:19:10,780 --> 00:19:13,522 and that it's not a personal endorsement. 413 00:19:13,616 --> 00:19:17,894 So, you're a very powerful attorney here in New York City. 414 00:19:17,987 --> 00:19:19,660 You're a partner in the firm. 415 00:19:19,889 --> 00:19:21,800 So how much did this hour just cost me? 416 00:19:23,393 --> 00:19:25,395 My rate's $770 an hour, 417 00:19:26,229 --> 00:19:30,473 But, advertising has its value so this is advertising for me, 418 00:19:30,633 --> 00:19:34,410 so the question is how much does it cost me to be in your movie? 419 00:19:35,671 --> 00:19:38,845 All the big Hollywood blockbusters have tie-ins with fast food restaurants. 420 00:19:39,175 --> 00:19:40,654 Cups, toys, you name it. 421 00:19:41,144 --> 00:19:42,680 None of those guys would call me back. 422 00:19:42,912 --> 00:19:45,017 Bu! I did find one Central Pennsylvania staple 423 00:19:45,148 --> 00:19:47,150 who thought this could be right up their alley. 424 00:19:47,483 --> 00:19:52,057 They were so excited they even flew me to their offices in their private plane. 425 00:19:53,256 --> 00:19:55,167 As I said, I am a fan of Sheetz. 426 00:19:55,725 --> 00:19:57,500 I love Sheetz, 427 00:19:57,560 --> 00:19:59,665 - Are you blowing sunshine up our ass? - I am. 428 00:19:59,729 --> 00:20:01,003 - Okay. - In a great way. 429 00:20:01,998 --> 00:20:03,773 Shameless marketing. 430 00:20:03,866 --> 00:20:07,040 More shameless plugs, that's what we want to do for Sheetz, 431 00:20:07,170 --> 00:20:08,444 We're going to be traveling around talking 432 00:20:08,538 --> 00:20:11,451 about the impact of product placement, marketing and advertising, 433 00:20:11,541 --> 00:20:14,351 talking to people along the way. And where better to talk to people, 434 00:20:14,777 --> 00:20:16,586 - than at a Sheetz? - True. 435 00:20:16,679 --> 00:20:18,090 At a gas pump, 436 00:20:18,181 --> 00:20:20,252 I want to hear people, what they think about products. 437 00:20:20,349 --> 00:20:21,521 What do they think about Sheetz? 438 00:20:21,584 --> 00:20:23,222 And again, when we're going to interview people 439 00:20:23,286 --> 00:20:26,290 we wanna make sure we interview people right inside of a Sheetz location. 440 00:20:26,622 --> 00:20:28,727 We want to sit down and have interviews with someone who... 441 00:20:28,791 --> 00:20:31,101 - Have a sandwich. - Yeah, we'll have a sandwich. 442 00:20:31,294 --> 00:20:34,104 Here I am enjoying a meatball sub talking to this gentleman. 443 00:20:34,197 --> 00:20:36,404 We're talking about product placement. 444 00:20:36,632 --> 00:20:39,476 And so maybe we'll talk to somebody who's against product placement, 445 00:20:39,569 --> 00:20:41,879 who's against advertising, against marketing in films. 446 00:20:42,038 --> 00:20:43,915 We'll talk to them inside of a Sheetz. 447 00:20:44,107 --> 00:20:46,815 - While they have the product in their hand. - Of course. That's the best part. 448 00:20:46,909 --> 00:20:48,718 Cool. All right, yeah. 449 00:20:49,378 --> 00:20:51,415 And for me, what I'm really excited about, 450 00:20:51,547 --> 00:20:54,926 is to have Sheetz be the home of our collector cups. 451 00:20:55,284 --> 00:20:58,925 Of course, the fleet truck, for The Greatest Movie Ever Sold. 452 00:20:58,988 --> 00:21:02,128 There's the cup where you'll get The Greatest Floozie You'll Ever Drink, 453 00:21:02,225 --> 00:21:03,226 Right inside there... 454 00:21:03,292 --> 00:21:06,239 And of course, "Holy Sheetz, I can't believe how many choices there are!" 455 00:21:06,662 --> 00:21:09,233 "Collect all four at your Sheetz." 456 00:21:09,932 --> 00:21:12,674 See? First time ever, documentary with collector cups, 457 00:21:13,169 --> 00:21:14,807 They're going to be on that like a wet T-shirt, 458 00:21:14,937 --> 00:21:18,146 That's right. That's big right there, that's big. 459 00:21:18,307 --> 00:21:21,345 What do you think are the probability of negative press is? 460 00:21:21,444 --> 00:21:25,756 Is that, like, "Here's this jerk who's making 461 00:21:25,815 --> 00:21:30,025 "this horrible, horrible marketing movie 462 00:21:30,253 --> 00:21:33,097 "with the assumption that Americans are idiots." 463 00:21:33,689 --> 00:21:36,431 Okay? And then that's what they talk about on E! or something. 464 00:21:36,492 --> 00:21:40,702 "Morgan is an idiot and he thinks all of Americans are idiots 465 00:21:40,796 --> 00:21:43,436 "and all the people who sponsored this film are idiots. 466 00:21:43,533 --> 00:21:46,275 "They're bigger idiots." What does that do to our brand? 467 00:21:46,369 --> 00:21:49,680 This film will literally talk about this thing that is in front of all of us. 468 00:21:49,772 --> 00:21:51,979 That is, literally, right there every day 469 00:21:52,041 --> 00:21:54,021 and bring it home in a way that just makes us think about it, 470 00:21:54,110 --> 00:21:56,488 recognize it. I don't think people will look at you like you're stupid, 471 00:21:56,546 --> 00:21:59,459 I think people will look at you like, "These people were brave enough 472 00:21:59,615 --> 00:22:01,686 "to be a part of this because they're not afraid of their brand." 473 00:22:01,784 --> 00:22:02,785 Is there a plot? 474 00:22:03,186 --> 00:22:04,859 Or is it just shameless marketing? 475 00:22:04,987 --> 00:22:10,494 No. The plot is literally me trying to find the people to support a film like this, 476 00:22:10,826 --> 00:22:14,296 that talks about the topic. This is the... This is the movie right now. 477 00:22:14,496 --> 00:22:15,907 This is it. it's happening, 478 00:22:15,997 --> 00:22:19,467 Is there a base number, though, of what you guys are comfortable saying, 479 00:22:19,634 --> 00:22:21,375 - "We'll commit to this"? - Yes. 480 00:22:21,503 --> 00:22:24,575 A hundred. We had said we'd commit to 100 as a base. 481 00:22:25,240 --> 00:22:27,811 - Thank you. It was a pleasure. - It was a pleasure to meet you. 482 00:22:28,577 --> 00:22:29,988 Can we take these mics off? 483 00:22:30,145 --> 00:22:32,056 Couldn't have gone any better than that. I don't think. 484 00:22:32,814 --> 00:22:33,918 Or maybe it could have, 485 00:22:34,149 --> 00:22:36,060 I don't know if he's blowing sunshine up our ass 486 00:22:36,151 --> 00:22:40,156 trying to get money out of us, or... You know, I mean, what's going on here? 487 00:22:40,222 --> 00:22:42,566 This is all about marketing, you know what I mean? 488 00:22:42,924 --> 00:22:45,200 Are we really friends yet? 489 00:22:45,727 --> 00:22:47,536 I don't know if we're friends yet. 490 00:22:47,729 --> 00:22:49,402 Meanwhile, on the other side of the country, 491 00:22:49,497 --> 00:22:51,943 I think I may have finally found a drink sponsor. 492 00:22:52,033 --> 00:22:54,377 It's not Coke or Pepsi. They wouldn't call me back either. 493 00:22:54,436 --> 00:22:57,610 It tums out; though, that POM Wonderful 100% Pomegranate Juice 494 00:22:57,706 --> 00:23:02,553 is filled with antioxidants, is apparently 40% as effective as Viagra, 495 00:23:02,611 --> 00:23:07,185 and is a multimillion dollar corporation that takes a unique approach to marketing. 496 00:23:07,249 --> 00:23:10,389 The way that I wanna see POM, or when we first see POM in the movie, 497 00:23:10,518 --> 00:23:12,794 or find out you are on, is we get the call. 498 00:23:13,288 --> 00:23:15,859 Maybe you guys are gonna be in, "We're gonna do it. 499 00:23:15,924 --> 00:23:17,232 "We wanna be the official beverage." 500 00:23:17,359 --> 00:23:20,363 And so then every other beverage in the movie is blurred out. 501 00:23:21,229 --> 00:23:23,470 We will never see another beverage in the movie. 502 00:23:23,565 --> 00:23:25,567 Every other thing will start to become blurry except for POM. 503 00:23:25,634 --> 00:23:27,307 There's been all those times where 504 00:23:27,402 --> 00:23:28,904 there's been product placement in movies 505 00:23:28,970 --> 00:23:30,779 and integration. We want to take it one step further 506 00:23:30,872 --> 00:23:34,581 where we want to be the first movie ever to actually have 30-second commercials 507 00:23:34,643 --> 00:23:35,951 right in the middle of the film. 508 00:23:36,478 --> 00:23:40,483 So we're gonna shoot commercial spots. There'll be three spots throughout the film, 509 00:23:40,582 --> 00:23:42,459 as I said, our top three sponsors. 510 00:23:42,651 --> 00:23:43,721 The above-the-title sponsors 511 00:23:43,785 --> 00:23:45,662 and the other two which will have 30 second spots 512 00:23:45,754 --> 00:23:47,631 of which POM would be a great commercial. 513 00:23:47,722 --> 00:23:49,963 We have some really good ideas that we could do something with that. 514 00:23:50,058 --> 00:23:52,436 There's no better marketer than NASCAR. 515 00:23:52,727 --> 00:23:56,300 NASCAR does a great job about showing their loyalty to brands, 516 00:23:56,464 --> 00:23:58,637 showing their partners with brand sponsorships, 517 00:23:58,733 --> 00:24:01,646 and one of the things they do so well is the NASCAR suit. 518 00:24:01,803 --> 00:24:03,646 The Greatest Movie Ever Sold needs to have a suit, 519 00:24:03,738 --> 00:24:06,582 so then, when I go out and go on the late night programs, 520 00:24:06,641 --> 00:24:09,679 of course I'll be wearing my Greatest Movie Ever Sold suit, 521 00:24:09,778 --> 00:24:12,782 which of course will have a giant POM Wonderful logo on it, 522 00:24:12,847 --> 00:24:15,293 Other sponsor logos, you know, covering it throughout. 523 00:24:15,617 --> 00:24:16,687 And so that's the end, 524 00:24:16,785 --> 00:24:18,628 as you can see I'm at the end of my POM bottle... 525 00:24:18,687 --> 00:24:19,927 Look how happy I am... 526 00:24:20,422 --> 00:24:23,528 And so we would love to have you guys be the official beverage, 527 00:24:23,625 --> 00:24:26,003 What questions do you have for me? What can I answer for you? 528 00:24:26,094 --> 00:24:31,203 We're an extremely high quality product with a real brand image to uphold. 529 00:24:31,933 --> 00:24:34,470 How do we know that the other sponsors you're gonna put in the film 530 00:24:34,536 --> 00:24:35,947 are compatible with that? 531 00:24:36,104 --> 00:24:38,778 The brands we wanna go after are the brands that really reflect 532 00:24:38,940 --> 00:24:42,046 what I think the movie stands for, what I stand for. 533 00:24:42,677 --> 00:24:44,850 Doing something different, doing something innovative. 534 00:24:44,946 --> 00:24:49,895 We think that you represent POM in a way, and POM represents you. 535 00:24:49,984 --> 00:24:51,827 We're compatible together. 536 00:24:52,220 --> 00:24:53,961 So that's why I'm attracted to it. 537 00:24:54,289 --> 00:24:57,566 The other thing is full transparency is very important to us. 538 00:24:57,892 --> 00:25:00,736 I think it's important that people know how much we spent 539 00:25:00,829 --> 00:25:04,800 to get in this movie and that we actually paid for it, because... 540 00:25:04,899 --> 00:25:06,640 - Why not? - Do you have any concerns? 541 00:25:06,901 --> 00:25:08,244 Of course! 542 00:25:08,970 --> 00:25:11,678 I wouldn't be a Jewish mother if I didn't have concerns. 543 00:25:12,307 --> 00:25:17,416 But part of being out there and being successful is taking chances, 544 00:25:17,579 --> 00:25:18,683 you know? 545 00:25:18,813 --> 00:25:21,657 So this is uncharted territory, which is exciting for us. 546 00:25:21,816 --> 00:25:23,693 - POM was uncharted territory. - Right. 547 00:25:23,985 --> 00:25:28,559 So on your title card, it said "Brand X - The Greatest Movie Ever Sold." 548 00:25:28,723 --> 00:25:31,897 Is Brand X what you're going to put on there or are you open to... 549 00:25:31,993 --> 00:25:33,563 No, it's going to be POM Wonderful, 550 00:25:33,695 --> 00:25:36,266 - Is it gonna be POM Wonderful? - Well, I mean, it could be... 551 00:25:36,398 --> 00:25:39,709 - If we make a deal. - Now we're getting down to brass lacks, 552 00:25:39,901 --> 00:25:44,372 If you want to be Brand X, which I would love for POM to be Brand X... 553 00:25:45,073 --> 00:25:47,519 POM Wonderful presents The Greatest Movie Ever Sold. 554 00:25:47,675 --> 00:25:50,053 We wanna sell the above-the-title sponsorship for a million dollars. 555 00:25:50,111 --> 00:25:54,025 Does a million dollars come with 100% complete satisfaction guarantee? 556 00:25:54,349 --> 00:25:55,692 For me? Yes. 557 00:26:09,464 --> 00:26:11,705 Talk about the amenities that the Hyatt has to offer, 558 00:26:15,036 --> 00:26:19,416 In the film, I'll come visit you guys and pitch you about being in the film. 559 00:26:19,474 --> 00:26:21,920 Have you ever done any product placement or anything like this? 560 00:26:21,976 --> 00:26:22,977 No. 561 00:26:23,077 --> 00:26:25,387 And now I'd rather know what we get? What do we get? 562 00:26:25,613 --> 00:26:27,115 - So, are you in? - We're in. 563 00:26:30,051 --> 00:26:32,156 Mini Cooper, official car of The Greatest Movie Ever Sold. 564 00:26:32,253 --> 00:26:33,323 Are we getting seven? 565 00:26:51,072 --> 00:26:53,416 Maybe I shouldn't be celebrating just yet. 566 00:26:53,475 --> 00:26:55,580 Even with all these brands signed on to the movie, 567 00:26:55,643 --> 00:26:57,919 believe it or not POM just won't give me the million dollars. 568 00:26:58,246 --> 00:27:01,159 For that to happen, I have to accomplish a lot of other things. 569 00:27:01,249 --> 00:27:03,752 Like show on over 250 screens worldwide, 570 00:27:03,818 --> 00:27:05,923 sell 500000 downloads and DVDs, 571 00:27:06,087 --> 00:27:08,465 generate more than 600 million media impressions, 572 00:27:08,523 --> 00:27:11,094 and make more than $10 million at the box office. 573 00:27:11,359 --> 00:27:13,600 And then there's what's in all other contracts! 574 00:27:14,128 --> 00:27:17,439 I can only stay at a Hyatt, have to pump gas at a Sheetz, 575 00:27:17,599 --> 00:27:19,670 I can only eat Amy's Pizza, 576 00:27:19,767 --> 00:27:22,270 I can't disparage the entire country of Germany 577 00:27:22,370 --> 00:27:25,374 and I have to conduct an interview in one of JetBlue's aircraft. 578 00:27:25,473 --> 00:27:27,510 And that's just the tip of the iceberg. 579 00:27:28,710 --> 00:27:30,018 As all these contracts are coming in, 580 00:27:30,111 --> 00:27:34,526 I'm just a bit overwhelmed, at a loss, confused. 581 00:27:34,616 --> 00:27:39,326 So with POM, based on this contract, can I drink anything else in the movie? 582 00:27:39,387 --> 00:27:40,457 I don't think you can, 583 00:27:40,555 --> 00:27:43,627 and I would certainly recommend against it because, I think it sort of goes... 584 00:27:43,691 --> 00:27:46,001 Even if there's not an explicit prohibition, 585 00:27:46,060 --> 00:27:49,837 you've got to show some deference to this sponsor and this product. 586 00:27:50,131 --> 00:27:52,975 It says here we're gonna give them the right to use content of the film. 587 00:27:53,034 --> 00:27:55,310 Do we get to decide what content that is? 588 00:27:55,537 --> 00:28:00,179 Most of these sponsors are looking for sort of a reciprocal quid pro quo thing 589 00:28:00,375 --> 00:28:04,824 where you're gonna use their brands, but they do want a piece of this movie 590 00:28:04,979 --> 00:28:06,890 and to be able to associate themselves with the movie 591 00:28:06,981 --> 00:28:09,484 and with the valuable name and image of Morgan Spurlock, 592 00:28:09,717 --> 00:28:13,028 They're asking for final approval of the film. Do we have to show them the whole movie? 593 00:28:13,154 --> 00:28:14,394 If they have final approval of the whole film, 594 00:28:14,489 --> 00:28:16,230 yes, you'd have to show them the whole movie. 595 00:28:16,324 --> 00:28:18,065 But do... We don't have to... 596 00:28:18,159 --> 00:28:20,867 Do we have to do that or can we just show them pieces of the film? 597 00:28:21,029 --> 00:28:22,838 This is a multi-national brand, 598 00:28:23,164 --> 00:28:26,441 and they're very protective about how they're going to be perceived, 599 00:28:26,534 --> 00:28:27,911 and how their brand is going to be perceived. 600 00:28:28,236 --> 00:28:29,943 I feel like we're losing... 601 00:28:30,038 --> 00:28:32,518 I'm gonna lose the ability to actually have control over the movie. 602 00:28:34,242 --> 00:28:36,518 And I just need you to tell me... 603 00:28:37,178 --> 00:28:38,953 Or you tell me if I am, 604 00:28:39,047 --> 00:28:41,755 I just wanna know that I can still make the movie I wanna make. 605 00:28:41,916 --> 00:28:43,623 How much influence are they gonna have over the movie? 606 00:28:43,851 --> 00:28:45,455 It depends on the movie that you wanna make. 607 00:28:45,753 --> 00:28:47,562 At the end of the day, it's your voice 608 00:28:48,790 --> 00:28:53,102 and it's gonna be your reputation as a filmmaker that you have to protect. 609 00:28:53,261 --> 00:28:58,802 You have to stand up for what you believe is working for the film 610 00:28:58,900 --> 00:29:01,073 and what isn't working for the film. 611 00:29:01,369 --> 00:29:02,780 - You have a couple of choices, - Okay. 612 00:29:02,870 --> 00:29:06,750 One choice is to allow yourself to be co-opted a little bit. 613 00:29:07,642 --> 00:29:10,486 That's you know... You dip your toe in the water. 614 00:29:10,945 --> 00:29:12,788 Pretty soon you're putting your foot in the water, 615 00:29:12,880 --> 00:29:14,257 pretty soon you're swimming, 616 00:29:14,315 --> 00:29:16,124 and you don't think you're changing, 617 00:29:16,484 --> 00:29:18,395 You just say, "Okay, I'll do a little more." 618 00:29:18,753 --> 00:29:21,393 You end up swimming, that's what they're anticipating, 619 00:29:21,556 --> 00:29:23,797 The other option is to resist, 620 00:29:24,392 --> 00:29:28,135 and maybe end up in Montana growing your own food. 621 00:29:28,496 --> 00:29:32,410 This movie is actually documentary evidence 622 00:29:33,267 --> 00:29:36,180 of how fucked up marketing is. 623 00:29:36,471 --> 00:29:38,644 It's shrill, it's ever-present. 624 00:29:40,308 --> 00:29:44,518 Whatever... If there was ever anything pristine about the world we live in, 625 00:29:44,612 --> 00:29:45,784 it no longer is, right? 626 00:29:45,847 --> 00:29:50,455 Because you can't go anywhere without encountering this stuff. 627 00:29:50,785 --> 00:29:52,958 First thought, what's it gonna do to Morgan Spurlock? 628 00:29:53,621 --> 00:29:57,159 And what's it going to do to the satire and the spoof? 629 00:29:57,525 --> 00:30:01,029 Because you can satirize and spoof yourself out of your objective. 630 00:30:01,596 --> 00:30:05,772 But out of this film might come a transformed, commercialized, 631 00:30:06,100 --> 00:30:08,444 corporatized Morgan Spurlock, 632 00:30:08,970 --> 00:30:11,450 And you'll never be able to shake the identity. 633 00:30:12,206 --> 00:30:14,447 That's your peril. That's your challenge. 634 00:30:14,942 --> 00:30:17,115 Well, have you got a pair of these? 635 00:30:19,180 --> 00:30:21,490 - They're giving you products, too? - These are Merrells. 636 00:30:21,549 --> 00:30:23,859 You're gonna be completely clothed with their products? 637 00:30:23,951 --> 00:30:25,794 Absolutely. And this is a fantastic shoe. 638 00:30:25,853 --> 00:30:27,799 - What is it? - This is a Merrell, 639 00:30:28,489 --> 00:30:29,900 - Merrell? - Merrell, yeah. 640 00:30:30,224 --> 00:30:32,966 - Where is it made? - Merrell, they're made in America. 641 00:30:33,027 --> 00:30:34,062 - Wow. - Yeah. 642 00:30:34,729 --> 00:30:36,231 Right here in the US of A. 643 00:30:36,631 --> 00:30:38,702 - Is it new? - They've been out a few years. 644 00:30:38,800 --> 00:30:40,006 I've had a pair of these before, 645 00:30:40,134 --> 00:30:42,307 and so we called them because actually, I'm a fan. 646 00:30:42,403 --> 00:30:45,009 - Yeah, how's the arch support? - it's great. 647 00:30:45,239 --> 00:30:46,980 - And the water? - The waters good. 648 00:30:47,075 --> 00:30:49,146 They make boots that are waterproof as well. 649 00:30:49,310 --> 00:30:52,917 - So where are they sold? - They're sold in outdoor stores and... 650 00:30:53,014 --> 00:30:54,425 - Catalogs? - And catalogs. 651 00:30:54,515 --> 00:30:56,188 Merrell.com, at their website. 652 00:30:57,885 --> 00:30:59,159 - I'll have to look at that. - Yeah. 653 00:30:59,220 --> 00:31:01,257 - Yeah. This is a good shoe. - Yeah. 654 00:31:17,772 --> 00:31:19,547 Tell you one thing I'm glad of, 655 00:31:19,607 --> 00:31:22,679 is that I'm not driving some piece of shit Volkswagen right now. 656 00:31:23,878 --> 00:31:25,687 Like, this car runs so good. 657 00:31:25,747 --> 00:31:28,626 It is, like, the greatest machine you could have on the road. 658 00:31:28,716 --> 00:31:30,889 Gets the best gas mileage. It looks amazing, 659 00:31:30,952 --> 00:31:33,558 How good do these cars look? They look incredible. 660 00:31:35,556 --> 00:31:37,229 Everybody seems to have a differing opinion. 661 00:31:37,358 --> 00:31:39,599 Can you still have credibility once a brand gets involved? 662 00:31:39,694 --> 00:31:41,264 I would argue it depends on what kind of show it is. 663 00:31:41,362 --> 00:31:45,606 If it's like a Grammy, an Emmy Award winning drama, 664 00:31:45,700 --> 00:31:48,112 - like, I don't know, ER... - Law & Order. 665 00:31:48,202 --> 00:31:51,615 Law & Order: I would say that's a little more foreign, 666 00:31:51,706 --> 00:31:54,084 If it's more of a breezy show, or a reality show... 667 00:31:54,208 --> 00:31:56,279 Reality and sports, all bets are off already. 668 00:31:56,444 --> 00:31:58,754 It's already off. Another question is comedies and dramas, 669 00:31:58,880 --> 00:32:01,554 That's the prime real-estate of network TV. 670 00:32:01,716 --> 00:32:04,492 What is the most egregious product placement you've ever seen? 671 00:32:04,585 --> 00:32:08,590 In the last two years, we're seeing people say things in dialog 672 00:32:08,656 --> 00:32:10,101 that was intended for the show. 673 00:32:10,224 --> 00:32:11,760 "I couldn't have been here without Dr. Pepper!" 674 00:32:11,826 --> 00:32:13,635 Maybe if you stopped drinking so much Dr. Pepper. 675 00:32:13,728 --> 00:32:14,729 We're on a road trip. 676 00:32:14,796 --> 00:32:16,935 Drinking Dr. Pepper is practically a requirement. 677 00:32:16,998 --> 00:32:18,568 "I love that Subway $5 Footlong!" 678 00:32:18,766 --> 00:32:19,767 What can I do for you, son? 679 00:32:19,901 --> 00:32:21,972 I got an extra Chicken Teriyaki Footlong. 680 00:32:22,069 --> 00:32:24,743 I thought someone would be interested in. 681 00:32:25,006 --> 00:32:27,179 - I think that's really... - That's fantastic. 682 00:32:27,275 --> 00:32:28,652 Holy mother, what's going on there? 683 00:32:28,843 --> 00:32:31,016 - No one says that, no one acts that way... - Nobody acts that way. 684 00:32:31,112 --> 00:32:34,150 No one acts that way. It's always unnatural and it's forced- 685 00:32:34,248 --> 00:32:36,421 it's so forced that you go, "I'm not watching a show, 686 00:32:36,484 --> 00:32:38,862 "I'm watching a commercial." And that ruins the whole experience, 687 00:32:39,253 --> 00:32:42,496 Brian Steinberg may hate it when product placement is too obvious, 688 00:32:42,590 --> 00:32:44,092 but since I'm contractually obligated, 689 00:32:44,158 --> 00:32:47,469 to do an interview in JetBlue's new state-of-the-art Terminal 5, 690 00:32:47,762 --> 00:32:49,435 I thought this would be a great place 691 00:32:49,497 --> 00:32:51,534 to talk to someone who thinks the bigger problem 692 00:32:51,632 --> 00:32:54,168 is that people don't know they're being advertised to. 693 00:32:54,634 --> 00:32:56,136 Robert Weissman is the president 694 00:32:56,203 --> 00:32:58,274 of the consumer advocacy group Public Citizen, 695 00:32:58,338 --> 00:33:00,181 and he's championing a radical way 696 00:33:00,273 --> 00:33:02,810 to differentiate advertisements from entertainment. 697 00:33:03,276 --> 00:33:05,552 With product placement, what do you think should be done? 698 00:33:06,279 --> 00:33:07,724 In films and television... 699 00:33:07,881 --> 00:33:09,827 The most important thing, especially for television, 700 00:33:09,883 --> 00:33:12,625 is to have simultaneous labeling 701 00:33:12,686 --> 00:33:15,826 that people are being hit with an advertisement at the moment they are, 702 00:33:15,889 --> 00:33:17,562 - Right. - There should be some little pop-up 703 00:33:17,657 --> 00:33:19,364 that comes on and says, "Advertisement." 704 00:33:19,459 --> 00:33:22,133 It could be a scroll at the bottom, a little pop-up, whatever. 705 00:33:22,195 --> 00:33:23,731 At the moment that people are being advertised to 706 00:33:23,830 --> 00:33:25,810 they should know they're being advertised to, 707 00:33:26,032 --> 00:33:31,482 The advertisers in the television industry say, "The horror! That'd be terrible." 708 00:33:31,571 --> 00:33:33,380 Because it would create clutter on the screen. 709 00:33:33,473 --> 00:33:35,214 - Right. - But anyone who's watched television 710 00:33:35,375 --> 00:33:37,218 foe betweeen three and 10 seconds 711 00:33:37,310 --> 00:33:40,883 knows there's tons of clutter on the screen almost all the time. 712 00:33:40,981 --> 00:33:44,485 There's the logo for the network, there's pop-up advertisements, 713 00:33:44,551 --> 00:33:46,827 - there's emergency things going across... - Yeah, 714 00:33:46,887 --> 00:33:49,094 ...different programs, there's two streams going across, 715 00:33:49,189 --> 00:33:50,998 and other stuff on the side, 716 00:33:51,091 --> 00:33:53,571 so there's already tons of clutter. 717 00:33:53,660 --> 00:33:58,939 If they can do clutter for advertisement, they can do a little additional piece 718 00:33:59,032 --> 00:34:05,074 to tell people that even in the core program, they're being exposed to an advertisement. 719 00:34:05,171 --> 00:34:09,586 Robert Weissman loooves JetBlue! Happy Jetting! 720 00:34:10,243 --> 00:34:11,722 Wow, gosh, Morgan. 721 00:34:12,612 --> 00:34:15,058 Pretty clever. Thanks for flying me here for that. 722 00:34:16,549 --> 00:34:18,529 I guess you have more power than I thought. 723 00:34:21,054 --> 00:34:23,864 While Robert may be leading the charge to get rid of product placement 724 00:34:24,024 --> 00:34:25,765 another guy practically invented it. 725 00:34:26,293 --> 00:34:29,206 In Hollywood, if you need a car, you call Norm. 726 00:34:29,763 --> 00:34:32,209 If you need a beer, you call Norm. 727 00:34:32,432 --> 00:34:36,471 In fact, if you need just about anything, you call one man, 728 00:34:37,037 --> 00:34:38,209 Norm Marshall. 729 00:34:38,405 --> 00:34:40,043 If anyone can tell me how much influence 730 00:34:40,106 --> 00:34:43,110 brands are going to have over my movie, it's him. 731 00:34:43,610 --> 00:34:45,612 Years ago, we represented Alka-Seltzer, 732 00:34:45,712 --> 00:34:51,458 and we got a call from one of our friends and he said, 733 00:34:51,551 --> 00:34:53,997 "Hey, the director just called a shot 734 00:34:54,087 --> 00:34:56,294 "and he wants the character, it's a comedy... 735 00:34:56,389 --> 00:34:58,733 "And he wants the character to chew an Alka-Seltzer tablet 736 00:34:58,792 --> 00:35:00,396 "and then foam at the mouth." 737 00:35:00,460 --> 00:35:04,272 We immediately jumped in the middle of it and had a direct call to the director 738 00:35:04,331 --> 00:35:08,438 who immediately started giving me some push-back and I, you know... 739 00:35:08,768 --> 00:35:09,769 We couldn't resolve it, 740 00:35:09,836 --> 00:35:14,649 so I called the transportation coordinator and said "Billy, bring all the cars back." 741 00:35:15,075 --> 00:35:20,320 So Billy went to the producer and said, "How'd you piss off Norm Marshall?" 742 00:35:20,914 --> 00:35:23,326 "Well, I just was talking to him about this Alka-Seltzer thing." 743 00:35:23,416 --> 00:35:24,986 "Well, he wants all his cars back." 744 00:35:25,085 --> 00:35:28,259 And then he calls back and says, "We've changed the Alka-Seltzer scene." 745 00:35:28,355 --> 00:35:31,825 So those are the kinds of things that you can't do from Madison Avenue, 746 00:35:31,925 --> 00:35:36,431 or whatever, and that's how fluid the industry is, it changes very... 747 00:35:36,529 --> 00:35:37,940 - On a moment. - Yeah. 748 00:35:37,998 --> 00:35:42,691 Who has more power and influence in Hollywood, writers or brands? 749 00:35:42,726 --> 00:35:45,678 The individual writer on the individual show, if that show is successful, 750 00:35:45,772 --> 00:35:48,218 has more power than the individual brand, 751 00:35:48,308 --> 00:35:51,687 but overall there is going to be a moment, and I don't think it's very far off, 752 00:35:51,778 --> 00:35:55,851 where the larger brands, meaning the larger advertisers, 753 00:35:55,982 --> 00:35:59,623 can dictate to the network the conditions under which they're prepared to advertise. 754 00:35:59,786 --> 00:36:01,322 Do you guys ever recommend script changes? 755 00:36:01,621 --> 00:36:02,622 - Absolutely. - Yeah. 756 00:36:02,689 --> 00:36:04,168 - Doesn't always happen, but-- - Right. 757 00:36:10,630 --> 00:36:13,167 Thank you for calling Straight Arrow Products. 758 00:36:17,037 --> 00:36:18,641 I've gotta try to keep a straight face, 759 00:36:20,206 --> 00:36:21,708 Are you there? Hello? 760 00:36:22,142 --> 00:36:23,712 - Hello. - Hey! 761 00:36:23,977 --> 00:36:26,890 We just wanted to get a feel for the idea of the scene 762 00:36:26,980 --> 00:36:29,824 - and how you were gonna position... - For us, the whole goal 763 00:36:29,883 --> 00:36:33,194 is to try and put something in there... Products that we think that are interesting, 764 00:36:33,253 --> 00:36:36,200 that could be fun, that at the same time represent an extension-- 765 00:36:36,256 --> 00:36:38,202 The extension of what we're trying to make with this film... 766 00:36:38,324 --> 00:36:40,167 That's good 'cause that's what we liked about it. 767 00:36:40,260 --> 00:36:43,173 Because again, the image is to keep Mane 'n Tail fun. 768 00:36:43,363 --> 00:36:46,572 Yeah, I completely agree, and so for me, in the scene that we wanna do, 769 00:36:46,666 --> 00:36:49,670 you literally start off on a close-up of the bottle. 770 00:36:49,769 --> 00:36:50,839 Like, there's the bottle. 771 00:36:50,904 --> 00:36:53,077 You pull out to see here, you know, here we are in the bathtub. 772 00:36:53,173 --> 00:36:54,413 I'm there washing my hair, 773 00:36:54,507 --> 00:36:57,351 You pull out a little more, you see me washing my little boys hair, 774 00:36:57,510 --> 00:36:59,080 You pull out a little bit more, and as I turn to the left 775 00:36:59,179 --> 00:37:01,591 and there I am washing my Shetland pony in the tub. 776 00:37:01,714 --> 00:37:02,852 - There you go! - There you go! 777 00:37:03,049 --> 00:37:04,255 It works for us. 778 00:37:04,350 --> 00:37:06,523 We'll probably see a shot of it in the beginning, 779 00:37:06,586 --> 00:37:09,430 maybe have something in the middle where we have a phone call 780 00:37:09,522 --> 00:37:12,264 talking about the placement and then have it in the end. 781 00:37:12,792 --> 00:37:13,793 Perfect. 782 00:37:14,227 --> 00:37:15,706 Okay. That sounds good then. 783 00:37:15,895 --> 00:37:17,932 Anything else we can answer for you guys right now? 784 00:37:18,031 --> 00:37:19,237 No, that was just the concern. 785 00:37:19,299 --> 00:37:22,109 I wanted to hear exactly what you guys were gonna be doing with it 786 00:37:22,202 --> 00:37:23,408 in the scenes and that's about it. 787 00:37:23,470 --> 00:37:25,973 We've been a genuine company for the past 40 years. 788 00:37:26,239 --> 00:37:28,048 - Right. - And we do not... 789 00:37:28,208 --> 00:37:30,984 And we do not just don't... Hey, people have fun with us. 790 00:37:31,077 --> 00:37:33,956 They enjoy us. We have a well-rounded good will 791 00:37:34,047 --> 00:37:36,550 between our equine business and our human side. 792 00:37:36,716 --> 00:37:39,094 I mean, this is truly a rare product 793 00:37:39,285 --> 00:37:42,232 in the fact that it's crossed-over as successful as it has. 794 00:37:42,455 --> 00:37:43,559 I completely agree. 795 00:37:43,656 --> 00:37:46,899 And it still continues to be used by horse and people so that will... 796 00:37:46,960 --> 00:37:51,170 And this is a worldwide product so we try to keep it fun and protect it. 797 00:37:51,264 --> 00:37:53,141 Well, guys, this is gonna be great. Thank you so much, 798 00:37:53,233 --> 00:37:54,769 and I'm so glad you guys want to be in the movie. 799 00:37:54,934 --> 00:37:57,744 No, thank you for taking the time with us. 800 00:37:57,837 --> 00:37:59,316 You know, and I'm glad you liked the product. 801 00:37:59,572 --> 00:38:02,143 It's my pleasure, thank you, guys, All right. Bye-bye. Thanks. 802 00:38:02,275 --> 00:38:03,754 - Bye. - Bye-bye. 803 00:38:04,310 --> 00:38:05,653 Awesome! 804 00:38:05,945 --> 00:38:10,018 The official shampoo of The Greatest Movie Ever Sold. Mane 'n Tail, 805 00:38:10,150 --> 00:38:13,188 My concern is storytelling, not story-selling. 806 00:38:13,286 --> 00:38:14,492 And I don't want to be someone 807 00:38:14,587 --> 00:38:17,261 who's trying shove a product down someone's throat... 808 00:38:17,323 --> 00:38:19,200 I'm trying to make people believe these characters are real. 809 00:38:19,292 --> 00:38:21,636 I've never been told, you know, 810 00:38:22,328 --> 00:38:26,333 "Have them hold it a little bit higher, and get a little bit closer to his face." 811 00:38:26,432 --> 00:38:27,775 I've never been told that. 812 00:38:27,934 --> 00:38:32,178 Until I started directing movies, I didn't realize how it worked. 813 00:38:32,772 --> 00:38:36,720 And then two guys in suits come down to the set with a product and, like, 814 00:38:36,809 --> 00:38:39,813 "Yeah, you need to use this in the scene." I'm like, "What are you talking about?" 815 00:38:39,946 --> 00:38:43,359 I haven't done that much product placement in my movies 816 00:38:43,449 --> 00:38:46,794 because, for the most part, I've actually been usually refused. 817 00:38:47,620 --> 00:38:49,395 If I wanna use... 818 00:38:49,789 --> 00:38:51,894 I think all my first scripts 819 00:38:52,158 --> 00:38:55,037 always had some scene that took place at a Denny's. 820 00:38:55,361 --> 00:38:59,571 Because I had many scenes in my early 20s that took place at a Denny's. 821 00:38:59,999 --> 00:39:02,377 And Reservoir Dogs, 822 00:39:02,569 --> 00:39:06,016 in the original script the opening scene where they're all talking, at a Denny's. 823 00:39:06,139 --> 00:39:11,145 All right, the opening scene in Pulp Fiction, Pumpkin and Honey Bunny at a Denny's. 824 00:39:11,211 --> 00:39:13,350 - Yeah. - In both cases, Denny's goes, "No!" 825 00:39:14,214 --> 00:39:17,161 Truthfully, I don't ever notice it unless it's super obvious. 826 00:39:17,650 --> 00:39:21,063 And then when it's super obvious, it becomes ridiculously obvious 827 00:39:21,321 --> 00:39:23,562 and then it can break the reality. 828 00:39:24,023 --> 00:39:25,502 - Pardon me? - Is it advertising? 829 00:39:25,858 --> 00:39:26,928 Oh, fuck yeah. 830 00:39:27,093 --> 00:39:28,401 It's the movie business. 831 00:39:28,494 --> 00:39:33,443 And the game now is, "How cheap can you make that movie?" 832 00:39:33,533 --> 00:39:34,910 And "how much profit can you make?" 833 00:39:35,001 --> 00:39:37,845 For a long time, people would say there's a line between art and commerce. 834 00:39:37,937 --> 00:39:39,746 Is that line just getting thinner and thinner? 835 00:39:40,340 --> 00:39:45,346 There are still very, very powerful and very talented artists 836 00:39:45,878 --> 00:39:47,585 musically and in film. 837 00:39:47,680 --> 00:39:51,025 Like, bands like Radiohead, filmmakers like Paul Thomas Anderson, 838 00:39:51,351 --> 00:39:53,194 who are clearly not interested in this. 839 00:39:53,853 --> 00:39:55,457 Artistic integrity, whatever, 840 00:39:55,688 --> 00:40:00,262 I mean, you know, how do you tell the story you intended to tell 841 00:40:00,526 --> 00:40:01,561 without compromising? 842 00:40:01,628 --> 00:40:03,767 Yes. There's a bit of compromise, 843 00:40:04,063 --> 00:40:06,543 but, like I said, if there's a car in a movie, 844 00:40:06,599 --> 00:40:12,379 why not be a car that a brand is helping reach your budget? 845 00:40:12,472 --> 00:40:14,042 Do you think it's selling out? 846 00:40:15,241 --> 00:40:17,050 To who? We're all selling out. 847 00:40:17,110 --> 00:40:18,953 GE is my boss, really, okay? 848 00:40:19,045 --> 00:40:25,291 They build jet engines and weapons systems and all kinds of crazy electronic appliances 849 00:40:25,385 --> 00:40:28,662 and they don't give a flying fuck about art. 850 00:40:40,800 --> 00:40:42,143 So we have three spots that we're gonna look at. 851 00:40:42,235 --> 00:40:46,741 The first one looks at the healthful aspects of POM Wonderful 100% Pomegranate Juice. 852 00:40:46,806 --> 00:40:51,152 Where you see me right there in the middle of a pomegranate field. 853 00:40:51,311 --> 00:40:53,416 There's only one problem. You can't shoot that spot 854 00:40:53,579 --> 00:40:55,581 because there are no pomegranates on the trees. 855 00:40:57,450 --> 00:40:58,827 Did we miss the season? Isn't it in May? 856 00:40:58,918 --> 00:41:00,261 - Oh, yeah. - We missed it. 857 00:41:02,655 --> 00:41:05,158 So, this spot is called "POM on My Mind." 858 00:41:05,358 --> 00:41:09,170 I come out of the gym, it's hot in the city, I rub my eyes. 859 00:41:09,329 --> 00:41:13,141 As I look back out, everything in the world has this red tint to it. 860 00:41:13,266 --> 00:41:15,007 As I walk down the street, I pass a donut shop, 861 00:41:15,101 --> 00:41:17,445 where all the donuts are stacked one on top of the other, 862 00:41:17,837 --> 00:41:20,784 And I just look at that, it's a little weird, and I walk past a fruit stand 863 00:41:20,840 --> 00:41:22,979 where all the apples are all stacked one on top of the other, 864 00:41:23,042 --> 00:41:25,352 What is going on? What alterior universe is this? 865 00:41:25,445 --> 00:41:27,652 Suddenly, all the women that I see... 866 00:41:28,981 --> 00:41:33,020 All of their breasts are like this double stacked uni-boob 867 00:41:33,119 --> 00:41:34,996 in the middle of their chest, I open up the fridge, 868 00:41:35,054 --> 00:41:36,294 there's what I want. 869 00:41:37,724 --> 00:41:42,366 Then, it's POM Wonderful 100% Pomegranate Juice. Getcha Some. 870 00:41:42,462 --> 00:41:45,875 Then all of a sudden I hear "Woof' and I look down, and there's my dog, 871 00:41:46,132 --> 00:41:47,839 looking up at me with two heads, 872 00:41:47,900 --> 00:41:50,312 as he turns his heads, and then that's the spot. 873 00:41:52,071 --> 00:41:55,985 It doesn't talk about our product attributes as much as the other one does. 874 00:41:56,042 --> 00:42:00,650 Yeah, yeah. It plays to the icon of the bottle, but right, doesn't talk about what's inside. 875 00:42:00,980 --> 00:42:04,826 This spot starts off with me popping up into the camera 876 00:42:05,218 --> 00:42:06,424 and I tap onto the lens. 877 00:42:08,221 --> 00:42:10,827 And it's like, literally it's a close-up right on my face. 878 00:42:11,324 --> 00:42:12,997 And the camera starts pulling out. 879 00:42:13,659 --> 00:42:16,936 And I go, "I wanna tell you a secret. 880 00:42:17,563 --> 00:42:19,270 "This is just between me and you, okay? 881 00:42:19,399 --> 00:42:23,939 "But I drink POM Wonderful 100% Pomegranate Juice. 882 00:42:24,504 --> 00:42:27,678 "All right?" Now, the camera keeps pulling back. 883 00:42:28,341 --> 00:42:31,254 "Now, not only is it loaded with antioxidants, 884 00:42:31,711 --> 00:42:35,386 "but it also improves blood flow and increases prostate health. 885 00:42:35,515 --> 00:42:37,188 "But, get this. 886 00:42:38,084 --> 00:42:43,557 "50% of men with mild erectile dysfunction experience stronger erections 887 00:42:44,190 --> 00:42:47,296 "after drinking it for only four weeks." 888 00:42:47,860 --> 00:42:49,862 And the camera keeps pulling back, keeps pulling back. 889 00:42:49,929 --> 00:42:52,068 And I say, "Now who wouldn't want that." 890 00:42:52,465 --> 00:42:54,775 And there I am standing with a giant erection. 891 00:42:55,468 --> 00:42:58,244 POM Wonderful 100% Pomegranate Juice, 892 00:42:59,372 --> 00:43:00,874 We'll be running that on TV. 893 00:43:01,040 --> 00:43:03,452 - Yeah... - I'm sure the FDA would love that one. 894 00:43:03,543 --> 00:43:04,783 This is a great campaign. 895 00:43:05,611 --> 00:43:08,717 This campaign on the web would get you more attention 896 00:43:08,815 --> 00:43:09,885 than you ever knew what to do with. 897 00:43:09,949 --> 00:43:13,226 It could potentially turn off some existing customers, no? 898 00:43:13,719 --> 00:43:14,891 Maybe, I don't know. 899 00:43:14,954 --> 00:43:17,298 I think you could be a little more subtle about it. 900 00:43:17,390 --> 00:43:20,564 From a commercial standpoint, do you want us to come up with other concepts? 901 00:43:20,660 --> 00:43:24,233 Wouldn't it be interesting if we took the Minute Maid example? 902 00:43:24,297 --> 00:43:27,301 Their juice has mainly apple juice. 903 00:43:27,400 --> 00:43:33,248 Ours is 100% Pomegranate juice and theirs is one-third of 1%. 904 00:43:33,406 --> 00:43:35,010 - Wow. - I wonder what you could do 905 00:43:35,107 --> 00:43:38,748 with the content Lynda presented in an advertising campaign. 906 00:43:38,811 --> 00:43:42,987 Yes. We would be very happy if you could. 907 00:43:43,182 --> 00:43:47,597 Okay. I'll go back to New York and I'll get to work on a new spot. 908 00:43:47,753 --> 00:43:49,255 - All right. Great! - Okay, great. Thanks, guys. 909 00:43:49,322 --> 00:43:50,357 Thanks for your time. 910 00:43:56,128 --> 00:43:57,129 So, 911 00:43:59,499 --> 00:44:03,003 just had every idea that I went in to pitch get shot down in the room. 912 00:44:03,836 --> 00:44:06,146 One, after the other, after the other. 913 00:44:06,672 --> 00:44:10,677 And then had them basically tell me what they want me to pitch 914 00:44:10,776 --> 00:44:15,657 which is basically their own takedown piece of every competitor they have. 915 00:44:20,019 --> 00:44:24,024 See part of this... Part of this movie is, which is awesome, 916 00:44:24,123 --> 00:44:26,694 is getting to see the inner-workings of all this stuff happening. 917 00:44:27,226 --> 00:44:29,832 But the other part of it, is like... 918 00:44:33,366 --> 00:44:34,868 At what part... 919 00:44:35,868 --> 00:44:38,872 At what part do I let myself completely become a foil 920 00:44:39,205 --> 00:44:43,210 to do everybody else's bidding, you know? 921 00:45:10,570 --> 00:45:13,414 - Is there such a thing as truth in advertising? - Yes. 922 00:45:14,106 --> 00:45:17,451 Advertisements that say they're lying are telling the truth. 923 00:45:17,577 --> 00:45:20,615 What are some examples of the most egregious offenders 924 00:45:20,713 --> 00:45:23,592 of commercials or brands or products that mislead you? 925 00:45:23,683 --> 00:45:27,688 I have a lot in my memory, but I lather them with amnesia 926 00:45:27,753 --> 00:45:29,198 because they're so disgusting. 927 00:45:29,355 --> 00:45:31,631 Remember how we talked about eating better? 928 00:45:32,358 --> 00:45:34,861 Well, it starts today. 929 00:45:36,629 --> 00:45:40,236 What's deceptive about advertising is the answer that it gives 930 00:45:40,299 --> 00:45:41,539 to how we can be happy. 931 00:45:42,201 --> 00:45:44,147 The answer that it gives is that somehow, 932 00:45:44,236 --> 00:45:48,150 products are connected to our sense of well-being 933 00:45:48,307 --> 00:45:49,615 and to our sense of happiness. 934 00:45:49,909 --> 00:45:52,890 And I think that is kind of, the ultimate lie. 935 00:45:52,945 --> 00:45:55,221 'Cause what makes us happy is not the products. 936 00:45:55,281 --> 00:45:58,956 What makes us happy is what the products are seen as a conduit to, 937 00:45:59,118 --> 00:46:02,930 The whole spectacle is constantly telling you that you're nothing. 938 00:46:02,989 --> 00:46:07,904 You're nothing. You're inadequate. You're a loser. You're ugly, You're stupid. 939 00:46:08,260 --> 00:46:10,331 Unless you buy this thing. 940 00:46:10,563 --> 00:46:12,600 Now, how long does the feeling of contentment 941 00:46:12,665 --> 00:46:14,338 you're supposed to get from that thing, 942 00:46:14,433 --> 00:46:17,471 how long does that really last, assuming it even happens at all? 943 00:46:17,570 --> 00:46:19,641 It doesn't last. There is no such contentment 944 00:46:19,739 --> 00:46:22,913 You can't really be happy 945 00:46:24,510 --> 00:46:26,854 because of some purchase like that. 946 00:46:26,946 --> 00:46:28,425 So advertising tells us a great deal... 947 00:46:28,481 --> 00:46:32,190 Advertising tells us something very real about where people are. 948 00:46:32,818 --> 00:46:36,027 It's just that it's been disconnected from how to achieve it. 949 00:46:50,436 --> 00:46:53,940 The truth in advertising is a big thing people keep talking about- 950 00:46:54,040 --> 00:46:57,954 Is there truth in advertising? Can we trust what the ads say? 951 00:46:59,512 --> 00:47:01,958 Bigger thing is, can you trust what regular people say? 952 00:47:02,715 --> 00:47:04,786 Take that fish right there. 953 00:47:05,051 --> 00:47:07,554 That fish is Nemo 2. 954 00:47:08,287 --> 00:47:12,827 Nemo 1 died in a terrible drowning accident, apparently, in his own bowl, 955 00:47:12,992 --> 00:47:14,471 a few days ago, 956 00:47:15,161 --> 00:47:17,539 so while my little boy was still asleep, I came downstairs, 957 00:47:17,630 --> 00:47:20,201 fished him out, flushed him down the toilet, went to the pet store, 958 00:47:20,299 --> 00:47:23,473 got another one as close to the exact color as I could recollect... 959 00:47:23,903 --> 00:47:24,904 Nemo 2. 960 00:47:25,638 --> 00:47:27,242 How long can I keep this going 961 00:47:27,339 --> 00:47:30,752 until my son actually realizes that it's not the same Nemo? 962 00:47:31,744 --> 00:47:32,745 I don't know. 963 00:47:33,579 --> 00:47:35,354 Truth in advertising. 964 00:47:37,850 --> 00:47:39,659 Is there truth in advertising? 965 00:47:41,187 --> 00:47:42,495 Yeah, I think there's some. 966 00:47:42,922 --> 00:47:47,166 Truth to me, honesty, integrity, character, Just be real about it. 967 00:47:47,226 --> 00:47:48,762 No robbery without a gun. 968 00:47:48,861 --> 00:47:51,068 There's some honest advertising out there. There is. 969 00:47:51,163 --> 00:47:52,870 It does exist, and that's cool. 970 00:47:52,998 --> 00:47:55,205 But I just don't like stuff that lies. 971 00:47:55,367 --> 00:47:57,176 There is definitely truth in advertising. 972 00:47:57,436 --> 00:48:00,110 You just have to gloss it a little bit to make people want to hear it. 973 00:48:00,206 --> 00:48:03,380 When you read the labels, the ingredients labels on food products 974 00:48:04,076 --> 00:48:07,455 and if you have any knowledge of what the stuff is that's in there, 975 00:48:08,013 --> 00:48:09,014 it's shocking. 976 00:48:09,081 --> 00:48:11,857 When you look at a juice bottle that says 100%, 977 00:48:12,685 --> 00:48:13,686 100% What? 978 00:48:13,853 --> 00:48:16,891 They think it's 100% real juice, and it's not, it's only 10% juice 979 00:48:16,956 --> 00:48:19,732 and they buy it and drink it and they think they're drinking something healthy, 980 00:48:19,792 --> 00:48:21,362 but its not. That's offensive to me. 981 00:48:21,627 --> 00:48:24,233 Check the label. That's what they tell us to do when we go shopping. 982 00:48:24,363 --> 00:48:26,206 But how much of what's on the label can we really believe? 983 00:48:26,298 --> 00:48:29,370 Take this juice. Label has a giant picture of a pomegranate on it, 984 00:48:29,468 --> 00:48:32,881 blueberries front and center. Must be filled with all that good stuff, right? 985 00:48:33,038 --> 00:48:34,039 Well, guess again, 986 00:48:34,106 --> 00:48:36,086 99% of this juice is apple and grape. 987 00:48:36,208 --> 00:48:38,210 So how much pomegranate and blueberry is in it? 988 00:48:38,277 --> 00:48:39,415 Less than 1%. 989 00:48:39,478 --> 00:48:40,957 That's why I drink POM Wonderful. 990 00:48:41,046 --> 00:48:42,719 It's 100% pomegranate juice. 991 00:48:42,815 --> 00:48:45,386 You'd have to drink 90 of these, that's 80,000 calories, 992 00:48:45,551 --> 00:48:48,395 to get the same amount of pomegranate juice that's in just one of these. 993 00:48:48,454 --> 00:48:49,762 Check the label on that one. 994 00:48:49,822 --> 00:48:51,460 POM Wonderful. Get Real. 995 00:49:03,903 --> 00:49:04,847 - Good morning. - Hello sir. Good morning, 996 00:49:04,937 --> 00:49:07,483 - welcome to Grand Hyatt Hotel, Sao Paulo. - Thank you very much. 997 00:49:07,573 --> 00:49:09,519 As a diamond member, you have automatically 998 00:49:09,608 --> 00:49:11,610 an upgrade to our executive rooms. 999 00:49:11,744 --> 00:49:14,953 After flying all night, I'm ready for a little sleepy time. 1000 00:49:22,021 --> 00:49:24,934 Sao Paulo is one of the largest cities in the Western Hemisphere, 1001 00:49:24,990 --> 00:49:26,992 and recently they've done something radical. 1002 00:49:27,293 --> 00:49:30,274 Passing a bill outlawing all outdoor advertising. 1003 00:49:30,462 --> 00:49:33,636 No billboards. No banners, no posters. Nothing. 1004 00:49:33,866 --> 00:49:36,369 Mayor Gilberto Kassab passed the bill into law. 1005 00:49:36,502 --> 00:49:39,642 And Regina Monteiro, the director for urban planning of the city 1006 00:49:39,705 --> 00:49:41,981 was the one who originally came up with the idea. 1007 00:49:42,041 --> 00:49:44,282 What was the inspiration for the clean city law? 1008 00:49:44,677 --> 00:49:50,889 People became more and more aware 1009 00:49:51,350 --> 00:49:53,455 that the pollution in Sao Paulo 1010 00:49:53,953 --> 00:49:55,796 was one of its main problems. 1011 00:49:56,522 --> 00:50:01,028 And by "pollution" we not only mean air, water, or sound, 1012 00:50:01,126 --> 00:50:02,298 but also visual pollution. 1013 00:50:02,528 --> 00:50:04,064 We could no longer see the city. 1014 00:50:04,196 --> 00:50:06,142 We were just reading and reading. 1015 00:50:06,365 --> 00:50:11,337 I try to do things to change the city 1016 00:50:11,403 --> 00:50:14,475 so that Sao Paulo can be seen in the world 1017 00:50:14,540 --> 00:50:18,488 as something different since it does not have natural beauty. 1018 00:50:18,644 --> 00:50:20,385 It needs something else 1019 00:50:21,213 --> 00:50:24,092 so that people can sense it as something special. 1020 00:50:24,316 --> 00:50:31,256 Research has shown positive feedback from 90% of the city. 1021 00:50:31,857 --> 00:50:32,858 Great. 1022 00:50:32,925 --> 00:50:33,926 Thank you very much. 1023 00:50:44,003 --> 00:50:45,539 So what was the city like before the ban? 1024 00:50:45,738 --> 00:50:50,244 There were billboards all over the place. 1025 00:50:50,442 --> 00:50:52,353 It would make people confused. 1026 00:50:52,578 --> 00:50:57,687 The absence of outdoor advertising has allowed us to see more of nature. 1027 00:50:57,850 --> 00:51:00,023 Everything is much clearer. 1028 00:51:00,119 --> 00:51:07,037 We are now able to focus on things that we want to see and admire, 1029 00:51:07,526 --> 00:51:11,906 without having other strong images deviating our focus all the time. 1030 00:51:12,064 --> 00:51:14,772 So this is the biggest shopping street in the middle of Sao Paulo. 1031 00:51:14,967 --> 00:51:17,447 The question is, if suddenly all the advertising goes away, 1032 00:51:17,536 --> 00:51:18,742 how has their business been affected? 1033 00:51:18,904 --> 00:51:21,077 So, we're gonna find out from some of these shop-owners what's up. 1034 00:51:23,876 --> 00:51:26,413 So how do people know about your business if you don't advertise? 1035 00:51:27,413 --> 00:51:30,394 Well, by Internet, by mouth to mouth, 1036 00:51:30,549 --> 00:51:31,892 - Is there such an-- - Yeah. 1037 00:51:31,951 --> 00:51:33,453 - Word of mouth? - Yeah. 1038 00:51:33,953 --> 00:51:36,058 - Word of mouth? - Word of mouth. Yeah, that's it. 1039 00:51:36,922 --> 00:51:41,064 Did the way you advertise to get customers change from before the ban to now? 1040 00:51:41,427 --> 00:51:45,432 You have to change the whole structure of the business. 1041 00:51:45,631 --> 00:51:48,908 Today we work instead of investing in advertising, 1042 00:51:49,168 --> 00:51:51,148 to have something that attracts the customer. 1043 00:51:51,603 --> 00:51:53,776 Our job is to look for referrals. 1044 00:51:56,575 --> 00:51:59,419 Not one ad on that taxi. Did you see that? 1045 00:52:00,279 --> 00:52:04,591 No ads on the taxis. No ads on the buses. There's no ads on the buildings. 1046 00:52:05,584 --> 00:52:06,790 It's amazing. 1047 00:52:09,088 --> 00:52:11,534 You might not need traditional advertising in Sao Paulo 1048 00:52:11,623 --> 00:52:16,265 but in this country, I still need to generate 600 million media impressions. 1049 00:52:16,328 --> 00:52:20,435 To achieve that my movie is going to need one pretty inspired ad campaign. 1050 00:52:21,800 --> 00:52:25,942 Tony Seiniger is a Hollywood legend, having pretty much invented the blockbuster... 1051 00:52:28,607 --> 00:52:32,453 And Peter Bemis is responsible for some of the most iconic movie posters today. 1052 00:52:32,845 --> 00:52:35,451 If anyone can give me some of that Hollywood marketing magic, 1053 00:52:35,714 --> 00:52:36,852 it's these guys. 1054 00:52:37,049 --> 00:52:41,964 Being of a certain age, I remember The Greatest Story Ever Told, 1055 00:52:42,054 --> 00:52:44,557 the story of Jesus. 1056 00:52:45,124 --> 00:52:47,161 - When was that movie made, mid-60s, right? - Yeah. 1057 00:52:47,226 --> 00:52:50,537 The first exercise I went through mentally and creatively, 1058 00:52:50,629 --> 00:52:53,735 was to go and do religious take-offs, right? 1059 00:52:53,966 --> 00:52:57,971 Which, I think that blasphemy at least gets you some ink, okay? 1060 00:52:58,237 --> 00:53:00,808 The first comp 1061 00:53:01,306 --> 00:53:03,582 will be you, Morgan. 1062 00:53:05,644 --> 00:53:07,351 Only you... 1063 00:53:10,049 --> 00:53:12,723 I've always wanted to rip this off. 1064 00:53:12,818 --> 00:53:14,525 He's always wanted to rip off The Last Supper. 1065 00:53:14,586 --> 00:53:16,532 Rip off The Last Supper all right? 1066 00:53:16,755 --> 00:53:18,166 So I figure... 1067 00:53:18,891 --> 00:53:23,362 This would be you and you've just got a big bag. 1068 00:53:23,429 --> 00:53:24,737 That's pretty fantastic... 1069 00:53:24,830 --> 00:53:25,934 There you are, you're like this, 1070 00:53:26,498 --> 00:53:30,207 You put everybody who was iconographic of commercialism 1071 00:53:30,335 --> 00:53:32,406 as the disciples coming in on you. 1072 00:53:32,504 --> 00:53:34,677 - So, it's like the Oscar. - Yeah. 1073 00:53:35,040 --> 00:53:37,418 And in fact, your legs would be posed, 1074 00:53:37,709 --> 00:53:41,054 but not so close that my friends at the Academy would sue us all. 1075 00:53:41,346 --> 00:53:45,453 This is you, carrying the cross that is covered with stickers like a NASCAR. 1076 00:53:46,685 --> 00:53:48,028 That's as sick as it gets. 1077 00:53:48,287 --> 00:53:51,791 Let's start with these six and we'll trim from there. 1078 00:53:51,924 --> 00:53:53,528 - Good, okay. - In terms of title treatments, 1079 00:53:53,692 --> 00:53:55,535 - these are both good ways to go. - Yes. 1080 00:53:56,395 --> 00:53:59,774 You should think about it, talk about it and then we'll all talk. 1081 00:53:59,865 --> 00:54:02,277 - These should be underground, right? - That's a great... 1082 00:54:02,367 --> 00:54:04,040 - You're talking about wild posting, right? - Yeah. 1083 00:54:04,103 --> 00:54:06,276 - Wild post these. - Yeah, exactly. 1084 00:54:06,371 --> 00:54:09,146 You put those up in New York, Like real street art, you know? 1085 00:54:09,240 --> 00:54:11,618 - A studio would go, "No... way," - I'm not touching them, 1086 00:54:11,709 --> 00:54:13,950 I'm not going anywhere near that. 1087 00:54:14,045 --> 00:54:17,891 I think everything is so spot on... It's awesome. 1088 00:54:17,982 --> 00:54:20,258 - Amazing. - What a great client! 1089 00:54:20,318 --> 00:54:21,422 - Thank you. - All right. 1090 00:54:21,486 --> 00:54:23,591 As important and great as an iconic poster is, 1091 00:54:23,721 --> 00:54:26,793 what's even more vital to a film's success is its trailer. 1092 00:54:27,325 --> 00:54:29,396 Using a new technique called neuromarketing, 1093 00:54:29,560 --> 00:54:31,801 Martin Lindstrom believes he's unlocked the secret 1094 00:54:31,929 --> 00:54:34,341 to creating a memorable one each time. 1095 00:54:34,432 --> 00:54:39,745 Trailers are now more and more produced in Los Angeles based on neuromarketing. 1096 00:54:39,971 --> 00:54:43,919 A trailer is deadly important for the survival of your movie. 1097 00:54:43,975 --> 00:54:46,956 Now what do you do to create the best scene? 1098 00:54:47,245 --> 00:54:50,192 What you have to find out is when is the emotional peak... 1099 00:54:50,481 --> 00:54:51,755 The highs and the lows. 1100 00:54:51,849 --> 00:54:55,126 How do you create such an engaging story that people just have to see it. 1101 00:54:55,520 --> 00:54:57,022 And that's exactly what's happening now. 1102 00:54:57,255 --> 00:55:00,828 So they're typically testing five different trailers for each of the movies, 1103 00:55:00,992 --> 00:55:04,667 the larger movies, and figuring out which one is the most emotionally engaging, 1104 00:55:04,762 --> 00:55:06,833 which one is creating the most curiosity, 1105 00:55:06,931 --> 00:55:11,471 if it's a science fiction movie, which one is creating the most fear, and so forth... 1106 00:55:11,602 --> 00:55:14,845 Is this whole thing, because it sounds a bit crazy, 1107 00:55:14,939 --> 00:55:17,476 but is neuromarketing evil? 1108 00:55:17,675 --> 00:55:18,949 It's like anything else... 1109 00:55:19,010 --> 00:55:21,012 At the end of the day, there will be people abusing it, 1110 00:55:21,112 --> 00:55:24,958 which is the reason why it's fantastic that you now dare to go through it 1111 00:55:25,016 --> 00:55:27,553 and experiment like this to show what really goes on. 1112 00:55:28,186 --> 00:55:29,961 To show how successful his technique is 1113 00:55:30,121 --> 00:55:32,624 Martin is putting me through a typical neuromarketing test 1114 00:55:32,890 --> 00:55:36,133 strapping me down to an MRI and blasting my head with commercials. 1115 00:55:36,394 --> 00:55:38,237 Remember that scene in A Clockwork Orange? 1116 00:55:38,396 --> 00:55:39,568 It's kind of like that. 1117 00:55:43,668 --> 00:55:46,148 There is three things we're going to look at right now. 1118 00:55:46,204 --> 00:55:47,649 One is fear... 1119 00:55:48,739 --> 00:55:50,218 One is craving. 1120 00:55:50,875 --> 00:55:52,218 And one is sex. 1121 00:55:52,310 --> 00:55:55,484 Fear, craving, sex. 1122 00:55:55,546 --> 00:56:00,495 Fear, craving. Fear, craving, sex. Fear, craving, sex. 1123 00:56:06,357 --> 00:56:08,598 You may be dizzy, so just sit for a minute, okay? 1124 00:56:11,896 --> 00:56:14,672 Like, in between each one of the breaks, I would doze off 1125 00:56:14,765 --> 00:56:17,245 and literally, I would dream, like in a commercial. 1126 00:56:18,169 --> 00:56:21,412 Like, the dreams would play out almost in a 30 second commercial. 1127 00:56:21,505 --> 00:56:22,711 It was kind of weird. 1128 00:56:22,773 --> 00:56:23,751 - This is my brain? - This is your brain. 1129 00:56:23,841 --> 00:56:25,445 - This is my brain on commercials. - Right. 1130 00:56:25,576 --> 00:56:29,683 Let's take a look at the results. This is your brain. 1131 00:56:29,747 --> 00:56:33,251 There's an amazing amount of brain activity going on. 1132 00:56:33,351 --> 00:56:37,265 Did you feel like you wanted to have a Coke after the scanning session? 1133 00:56:37,455 --> 00:56:39,560 I would have liked to have had a Coke after the scanning session. 1134 00:56:39,624 --> 00:56:42,434 Because I remember, you actually said that as you left the studio 1135 00:56:42,526 --> 00:56:45,029 and I want to tell you why... Take a look at this. 1136 00:56:45,196 --> 00:56:47,733 - Okay. - Basically, the red/yellow area 1137 00:56:47,798 --> 00:56:51,109 shows that you are highly engaged and there's a lot of activity going on. 1138 00:56:51,302 --> 00:56:53,942 And not only that, we can see you so emotionally engaged 1139 00:56:54,305 --> 00:56:55,875 that something else is happening. 1140 00:56:56,107 --> 00:56:57,484 The amygdala was also activated. 1141 00:56:57,575 --> 00:57:00,715 This is actually an area responsible for two activities. 1142 00:57:00,811 --> 00:57:05,419 One is fear and the other one is the release of a neuro-transmitter called Dopamine. 1143 00:57:05,583 --> 00:57:06,584 And guess what? 1144 00:57:06,651 --> 00:57:09,131 You got a release of Dopamine when you saw the Coca-Cola ad. 1145 00:57:09,287 --> 00:57:10,595 You actually wanted to have it. 1146 00:57:10,788 --> 00:57:14,235 This is addiction. This is not anything else. This is addiction. 1147 00:57:14,759 --> 00:57:18,400 And this is really the reason why neuromarketing is happening now 1148 00:57:18,963 --> 00:57:20,965 because there's no way you could explain that to me 1149 00:57:21,732 --> 00:57:24,008 when I was interviewing just after watching the commercial, right? 1150 00:57:24,235 --> 00:57:25,737 Yeah, no way. 1151 00:57:26,304 --> 00:57:27,908 You think that by doing stuff like this 1152 00:57:27,972 --> 00:57:29,451 you're manipulating consumers to make a choice? 1153 00:57:29,507 --> 00:57:33,512 Let's get one thing right, advertising, as a concept, is manipulation. 1154 00:57:33,944 --> 00:57:36,652 But don't be fooled, because if you go into a retail store 1155 00:57:36,747 --> 00:57:40,285 and you think you're safe, that's the point where you're most volatile, 1156 00:57:40,351 --> 00:57:43,093 or you're the most vulnerable in the whole process. 1157 00:57:46,090 --> 00:57:48,696 Where should I be able to go where I don't see one bit of advertising? 1158 00:57:49,427 --> 00:57:50,701 To sleep. 1159 00:57:50,961 --> 00:57:54,465 That's what it's coming down to. It affords no limits. 1160 00:57:54,765 --> 00:57:56,608 And that's the nature of the commercial instinct. 1161 00:57:56,667 --> 00:57:58,442 It doesn't know boundaries. It doesn't know limits. 1162 00:57:58,502 --> 00:58:00,846 It goes into areas that should be taboo 1163 00:58:00,938 --> 00:58:02,645 like commercializing childhood. 1164 00:58:02,707 --> 00:58:04,482 Corporations are raising our children... 1165 00:58:04,809 --> 00:58:10,191 McDonalds feeds them. And Disney and Time Warner entertains them. 1166 00:58:10,448 --> 00:58:12,519 So, that's becoming a world, 1167 00:58:12,683 --> 00:58:17,655 which is designed to create conditioned responses just like Pavlov's dog. 1168 00:58:17,955 --> 00:58:22,233 We're told that what makes children happy are the things that corporations sell, 1169 00:58:22,526 --> 00:58:27,908 and if we immerse kids in that from birth, then it becomes what makes them happy. 1170 00:58:27,998 --> 00:58:32,504 And it's not good enough to say, 1171 00:58:32,703 --> 00:58:35,582 "Pick up a stick and make it into a Harry Potter wand." 1172 00:58:35,673 --> 00:58:38,654 You have to have the "real wand." 1173 00:58:38,809 --> 00:58:41,187 From a young age, you're buying into this identity... 1174 00:58:41,245 --> 00:58:43,225 "This stuff makes me who I am." 1175 00:58:43,314 --> 00:58:45,988 Right. And what that does is take away from creative play. 1176 00:58:46,183 --> 00:58:50,996 Kids are learning about the world based on what's best for corporations 1177 00:58:51,088 --> 00:58:52,499 and they can't be objective. 1178 00:58:55,393 --> 00:58:58,169 Now boarding: Flight 755 to Aruba. 1179 00:59:00,331 --> 00:59:02,004 Look at all the space! 1180 00:59:02,099 --> 00:59:04,101 I've never had so much legroom! 1181 00:59:04,402 --> 00:59:07,576 - Lookie here! - There's a TV in every seat! 1182 00:59:09,440 --> 00:59:11,181 I'm hungry, I want something to eat! 1183 00:59:11,342 --> 00:59:15,051 - Here's some free yummy snacks! - Yummy! Yum, yum, yum, yum! 1184 00:59:15,112 --> 00:59:16,455 What a nice lady. 1185 00:59:16,914 --> 00:59:18,757 Flight attendants, prepare for takeoff. 1186 00:59:24,054 --> 00:59:26,534 Prince Dastan, have you wondered... 1187 00:59:27,358 --> 00:59:30,202 It's almost impossible for a film to become a blockbuster 1188 00:59:30,294 --> 00:59:31,602 without reaching kids. 1189 00:59:31,796 --> 00:59:33,571 Specifically high-school kids. 1190 00:59:33,697 --> 00:59:37,372 And in 1989 one of the last barriers to that audience was broken. 1191 00:59:37,968 --> 00:59:41,575 For the past 20 years, Channel One has been piping their news broadcasts 1192 00:59:41,639 --> 00:59:44,142 into more than 8,000 schools all across the country. 1193 00:59:44,575 --> 00:59:47,112 First up today, the topic of bullying. 1194 00:59:47,211 --> 00:59:50,283 In exchange for providing free televisions for each of the classrooms, 1195 00:59:50,548 --> 00:59:54,394 Channel One shows their broadcasts for 12 minutes a day every school day 1196 00:59:54,552 --> 00:59:58,090 and reaches 6 million of one of the nation's most coveted demographics. 1197 00:59:58,722 --> 01:00:01,566 And because of that, Channel One gets to charge a premium. 1198 01:00:01,926 --> 01:00:06,102 Each 30 second TV spot can cost upwards of $200,000. 1199 01:00:06,330 --> 01:00:08,469 As much as a primetime TV show. 1200 01:00:08,666 --> 01:00:10,339 Why do you think there are commercials in there? 1201 01:00:10,434 --> 01:00:14,746 All of the commercials are so like, of course they would do them for teens. 1202 01:00:14,972 --> 01:00:17,418 Thank you so much for that acne commercial. 1203 01:00:17,942 --> 01:00:20,286 I don't mind it, because they're just pounding information 1204 01:00:20,344 --> 01:00:22,483 into you the whole time, the whole news broadcast 1205 01:00:22,746 --> 01:00:24,919 so that's like a break, turn, talk to your friend for a little bit. 1206 01:00:25,082 --> 01:00:27,790 Like, we're here to learn, not to buy, in my opinion. 1207 01:00:27,985 --> 01:00:30,989 Some writer during the late 1800s said 1208 01:00:31,088 --> 01:00:34,433 that schools should teach you how to think, not what to think. 1209 01:00:34,492 --> 01:00:38,133 But I think that advertising is really trying to tell you what to think, 1210 01:00:38,262 --> 01:00:40,606 and so I don't think that should be in a school environment. 1211 01:00:40,931 --> 01:00:44,276 I feel like the amount of advertisement that we already have is enough, 1212 01:00:44,468 --> 01:00:46,709 so if you added any more, it would just be ridiculous. 1213 01:00:46,804 --> 01:00:49,944 I don't want to have our school name changed to "Red Bull High." 1214 01:00:50,441 --> 01:00:52,478 Sure, who'd wanna go to Red Bull High? 1215 01:00:52,610 --> 01:00:56,148 But The Greatest Movie Ever Sold High? That sounds like a winner. 1216 01:00:56,480 --> 01:00:58,153 You see, these days, every major brand 1217 01:00:58,215 --> 01:01:00,525 is dying to get their name an a building or a stadium. 1218 01:01:00,885 --> 01:01:02,694 And I may not be able to afford a stadium, 1219 01:01:02,853 --> 01:01:05,561 but in the cash strapped school district of Broward County 1220 01:01:05,823 --> 01:01:07,825 I may have found the next best thing. 1221 01:01:08,125 --> 01:01:10,867 I've been in my job for 12 years, 1222 01:01:11,028 --> 01:01:14,635 And I swear, eight of those 12 years, we've sat down every year 1223 01:01:14,698 --> 01:01:16,302 and said, "Okay, what are we cutting this year?" 1224 01:01:16,367 --> 01:01:20,474 Our school board is looking at every way to cut costs 1225 01:01:21,071 --> 01:01:23,881 that doesn't affect the classroom as they can. 1226 01:01:23,974 --> 01:01:25,817 And, you know, it's very hard, 1227 01:01:25,910 --> 01:01:30,689 I feel bad for what they have to sit there and try and figure out what to cut 1228 01:01:30,848 --> 01:01:32,327 because you can't make everybody happy. 1229 01:01:32,483 --> 01:01:34,588 We're not allowed to do the outside of school buses... 1230 01:01:35,319 --> 01:01:38,163 We were looking at providing 1231 01:01:38,322 --> 01:01:43,271 all of our work vehicles with the possibility of putting advertising on them. 1232 01:01:43,360 --> 01:01:46,534 What's been the reasoning for not wanting to have it on the outsides of buses? 1233 01:01:46,730 --> 01:01:49,870 That's a state law. We would love to have it on the outside of buses, 1234 01:01:49,934 --> 01:01:52,915 but it's the state of Florida that has said "No." 1235 01:01:53,203 --> 01:01:54,910 It seems like with the school bus advertising, 1236 01:01:55,005 --> 01:01:57,508 you'd have to advertise on a ton of school buses- 1237 01:01:57,875 --> 01:01:59,548 Otherwise you're hitting the same kids every day. 1238 01:01:59,610 --> 01:02:01,248 - It has to be a message. - Right. 1239 01:02:01,345 --> 01:02:04,622 Right, because like a community college, it's great, go to college. 1240 01:02:04,715 --> 01:02:07,195 Right. They still do not want to do product. 1241 01:02:07,451 --> 01:02:09,397 Would it be more lucrative if it was products? 1242 01:02:09,453 --> 01:02:13,458 If they could do their 69 cent whatever in a school bus... 1243 01:02:13,624 --> 01:02:15,035 Yeah, yeah. 1244 01:02:15,793 --> 01:02:17,752 But then, you're gonna deal with the health issues, 1245 01:02:17,833 --> 01:02:20,704 and with the parents that are upset that you're advertising... 1246 01:02:20,798 --> 01:02:22,709 - Fast food. - ...that stuff to their kids 1247 01:02:22,766 --> 01:02:24,939 - when they're captive on a school bus. - Yeah. 1248 01:02:25,035 --> 01:02:27,276 Now, Tallahassee is cutting and cutting and cutting, 1249 01:02:27,371 --> 01:02:30,818 but you need to implement this program, but we're not giving you any funding to do it. 1250 01:02:30,908 --> 01:02:32,785 - This is a law firm. - Yeah. 1251 01:02:33,978 --> 01:02:35,616 - Met-Rx. - Orthodontics- 1252 01:02:36,113 --> 01:02:38,650 Orthodontist. Very applicable to high school kids. 1253 01:02:38,983 --> 01:02:41,657 "Call us to place your business name here for advertising." 1254 01:02:41,919 --> 01:02:44,229 That would be my number. 1255 01:02:45,789 --> 01:02:48,736 That's pretty much it. We had some other ones up... 1256 01:02:49,593 --> 01:02:52,403 The banner contract is a year. 1257 01:02:52,663 --> 01:02:56,975 I love that it's a high school where I can go get the home of the two-for-one tattoo. 1258 01:02:57,735 --> 01:03:01,683 Well, I am not sure about that one. 1259 01:03:03,107 --> 01:03:04,814 This is truly advertising. 1260 01:03:05,242 --> 01:03:08,155 Someone looks at this and they go "Oh yeah, I saw these guys on the bus." 1261 01:03:08,245 --> 01:03:10,851 With all the banners that are around here and on the inside of the stadium, 1262 01:03:10,948 --> 01:03:12,450 how much revenue does that generate a year? 1263 01:03:12,516 --> 01:03:16,589 Probably under five-seven thousand dollars. 1264 01:03:16,754 --> 01:03:19,997 I think I'm gonna have to come back and get a banner. 1265 01:03:20,457 --> 01:03:22,334 - All right, yeah, a couple! - On the fence line? 1266 01:03:22,426 --> 01:03:25,168 That's a deal, we're gonna shake on that right now, 1267 01:03:25,262 --> 01:03:26,297 - All right. - It's a deal. 1268 01:03:26,363 --> 01:03:27,603 Good. Who do I send the contract to? 1269 01:03:29,833 --> 01:03:31,608 Maybe this is as big as the wrap gets. 1270 01:03:31,669 --> 01:03:33,012 - That's still pretty big. - Yeah. 1271 01:03:33,504 --> 01:03:35,780 Really, so that's only 75 bucks a month? 1272 01:03:36,440 --> 01:03:39,114 Why do you think so many people are against advertising 1273 01:03:39,276 --> 01:03:42,723 in school districts and in high schools and juniors highs, elementary schools? 1274 01:03:42,946 --> 01:03:46,052 Well, because school is sacred. And school is meant for learning.. 1275 01:03:47,151 --> 01:03:49,791 But when you're in a school and your budgets are being cut-- 1276 01:03:49,853 --> 01:03:52,197 Right. How are you going to make ends meet 1277 01:03:52,456 --> 01:03:54,527 without letting people go or cutting programs. 1278 01:03:54,625 --> 01:03:56,127 - You gotta be creative. - Yeah. 1279 01:03:57,695 --> 01:03:58,799 - Right there. - Yeah, right there. 1280 01:03:58,896 --> 01:04:00,466 As low as $75 a month. 1281 01:04:00,631 --> 01:04:03,874 - I think it's a really great way to advertise. - I love it. 1282 01:04:03,967 --> 01:04:05,378 - Yeah. - Great. Done! 1283 01:04:05,636 --> 01:04:09,413 Look at that, you're two for two. We're doing great... We're doing great. 1284 01:04:09,506 --> 01:04:10,507 We're on a roll now. 1285 01:04:10,574 --> 01:04:12,212 Now if I can just convince them to name our building. 1286 01:04:12,309 --> 01:04:14,482 Oh, the building would be the best thing ever. 1287 01:04:14,878 --> 01:04:16,915 - We're gonna work on that next. - We're really gonna work on that. 1288 01:04:17,014 --> 01:04:18,015 Yeah. 1289 01:04:22,519 --> 01:04:25,830 So I'm David Laks and I work with Morgan's team 1290 01:04:25,889 --> 01:04:29,701 and my role here is to help facilitate interaction 1291 01:04:29,760 --> 01:04:30,932 between the sponsors 1292 01:04:31,428 --> 01:04:35,740 and all the people involved in helping to promote The Greatest Movie Ever Sold. 1293 01:04:37,735 --> 01:04:39,339 This is what we're doing. 1294 01:04:40,003 --> 01:04:41,073 This whole thing's a bit layered, 1295 01:04:41,171 --> 01:04:43,674 because we're selling The Greatest Movie Ever Sold 1296 01:04:45,342 --> 01:04:47,844 but The Greatest Movie Ever Sold will be selling all your products. 1297 01:04:48,010 --> 01:04:52,015 What's good for you is good for the movie, good for Morgan, good for us... 1298 01:04:52,548 --> 01:04:54,050 It's all great... 1299 01:04:54,917 --> 01:04:56,726 Okay, so we set ourselves some objectives. 1300 01:04:56,853 --> 01:05:00,357 They shouldn't be too contentious. They begin fairly robustly, I think. 1301 01:05:00,923 --> 01:05:03,199 Build buzz, for the purpose of selling tickets... 1302 01:05:03,392 --> 01:05:05,531 The audience is no longer an audience. 1303 01:05:05,595 --> 01:05:09,202 It's a partner in whatever communication you choose to create. 1304 01:05:09,465 --> 01:05:11,911 The first two weeks in a movie are crucial. 1305 01:05:12,368 --> 01:05:13,574 There's a lot of reasons for this. 1306 01:05:14,103 --> 01:05:16,549 There's just more movies, there's more content... 1307 01:05:16,606 --> 01:05:18,381 There's more things in the world now, 1308 01:05:18,441 --> 01:05:21,251 so the cultural decay rate of ideas is much, much faster. 1309 01:05:21,544 --> 01:05:23,387 So one of the lines we discussed 1310 01:05:24,380 --> 01:05:28,055 the very first time we met with Morgan and the team was "Don't sell out, sell up!" 1311 01:05:28,451 --> 01:05:31,125 I kind of like that. Sounds good, not sure what it meant, but I liked it. 1312 01:05:31,220 --> 01:05:33,666 We wanted to extend that kind of meta-narrative 1313 01:05:33,756 --> 01:05:36,066 down to the audience themselves and make them involved 1314 01:05:36,259 --> 01:05:37,761 in the construction of the marketing. 1315 01:05:37,960 --> 01:05:41,066 There's a hope that when you sit down in a theater to watch the movie, 1316 01:05:41,564 --> 01:05:45,910 you will see and understand the flip-side of everything we did 1317 01:05:46,002 --> 01:05:49,108 to get you there because you would have been involved with it in some capacity. 1318 01:05:50,273 --> 01:05:53,447 Hopefully making the whole experience kind of, pleasingly circular. 1319 01:05:54,277 --> 01:05:56,279 Well, we wanted to either name a building 1320 01:05:56,345 --> 01:06:00,657 or we saw the mural she wanted to paint on the back court of her school 1321 01:06:00,750 --> 01:06:02,354 which, to paint a mural there would be fantastic. 1322 01:06:02,485 --> 01:06:04,487 The banners that she has are amazing. 1323 01:06:05,254 --> 01:06:07,791 I told him my school is for sale. 1324 01:06:09,258 --> 01:06:10,601 and say, "Well, boy, each of our sponsors reaches 15 million people," 1325 01:06:14,130 --> 01:06:17,634 We love the idea of the Board of Ed, wrapping something here. 1326 01:06:17,700 --> 01:06:19,202 It's just, we're open to anything. 1327 01:06:19,302 --> 01:06:23,444 We have 12 sponsors, and if we average out all the sponsors 1328 01:06:23,506 --> 01:06:26,953 and say, "Well, boy, each of our sponsors reaches 15 million people," 1329 01:06:28,010 --> 01:06:31,617 that is a lot of people to reach with one viral promotion. 1330 01:06:32,615 --> 01:06:34,219 Since we do have a television station, 1331 01:06:34,317 --> 01:06:38,561 since I'm gonna have to pitch our education television station 1332 01:06:38,654 --> 01:06:42,659 which represents a wonderful opportunity for the film to co-brand, 1333 01:06:42,725 --> 01:06:44,796 we could maybe do a student film festival... 1334 01:06:45,561 --> 01:06:47,199 - A student film festival! - A student film... 1335 01:06:47,296 --> 01:06:49,537 I thought about that idea on the way to the meeting 1336 01:06:49,632 --> 01:06:56,208 so that could be a way to integrate and to co-brand the film with our school system. 1337 01:06:56,806 --> 01:07:00,913 So, we're putting a sticker on our bestselling pizzas 1338 01:07:01,677 --> 01:07:04,886 and that's gonna be a drive-to-web, that'll be our micro-site 1339 01:07:04,981 --> 01:07:10,021 and we'll link up to the movietickets.com site and whatever else works out. 1340 01:07:10,152 --> 01:07:14,532 And we're gonna have a portion of the proceeds of the sales of the pizzas 1341 01:07:14,590 --> 01:07:18,663 gonna go to feeding people at a food bank. 1342 01:07:18,995 --> 01:07:22,499 It's really up to you. If you wanna do exposure on a building 1343 01:07:22,565 --> 01:07:25,944 - which then locks you into that... - I think a building is one thing. 1344 01:07:26,035 --> 01:07:28,345 - Okay. - To do a building would be great. 1345 01:07:28,604 --> 01:07:32,074 To do, you know, a mural and some banners would be fantastic. 1346 01:07:32,174 --> 01:07:33,619 To do the film festival would be amazing. 1347 01:07:34,377 --> 01:07:36,220 Morgan did film a video for us. 1348 01:07:36,445 --> 01:07:39,585 For everyone who has flown JetBlue, you know that we have individual TVs 1349 01:07:39,682 --> 01:07:43,186 in each seat-back, so we will run the welcome video... 1350 01:07:43,252 --> 01:07:46,790 I believe it's four to six weeks leading up to the premiere. 1351 01:07:46,889 --> 01:07:49,267 How did you get financing for the production? 1352 01:07:49,358 --> 01:07:52,567 It's being paid for by the companies, it's being paid for by sponsors. 1353 01:07:52,728 --> 01:07:55,140 - Oh! Excellent! - Yeah. Yeah. 1354 01:07:55,431 --> 01:07:57,433 Can you turn us over your sponsor list? 1355 01:08:00,136 --> 01:08:01,638 Maybe after the movie opens we can talk about that. 1356 01:08:01,737 --> 01:08:02,668 - Okay. - Yeah. 1357 01:08:02,872 --> 01:08:04,651 - Cool. - Yeah. 1358 01:08:07,209 --> 01:08:09,780 What I've started to realize over the course of making this film 1359 01:08:09,879 --> 01:08:16,228 is that once you open the door to being what one person said, 1360 01:08:16,485 --> 01:08:19,125 one person called me, which is being quote unquote "brand friendly," 1361 01:08:19,422 --> 01:08:21,095 then that door is open. 1362 01:08:21,223 --> 01:08:25,797 The floodgates are open and suddenly, all of these opportunities, 1363 01:08:25,895 --> 01:08:28,432 different opportunities, whether it's for promoting the film 1364 01:08:28,497 --> 01:08:32,070 like we're trying to do right now or it's being tied to somebody else's product, 1365 01:08:32,134 --> 01:08:36,276 all these different opportunities that represent real difficult 1366 01:08:36,405 --> 01:08:40,080 moral and artistic dilemmas start popping up. 1367 01:08:40,776 --> 01:08:42,153 Here's a case in point. 1368 01:08:43,279 --> 01:08:45,657 Morgan, it's Ben Silverman giving you a call. 1369 01:08:45,748 --> 01:08:49,662 I've set up a new business with Witt Arnett and Jason Bateman 1370 01:08:49,752 --> 01:08:52,096 that is focused on advertising production. 1371 01:08:52,588 --> 01:08:55,432 And we've got a really great idea were working on 1372 01:08:55,524 --> 01:08:57,595 in and around the world of male grooming. 1373 01:08:57,760 --> 01:09:01,333 We want it to be funny and capture the tone that you do so well 1374 01:09:01,430 --> 01:09:06,004 and we thought of a fantastic brand partner to work on it with us. 1375 01:09:06,102 --> 01:09:10,448 Give me a call back and we'll set something up to introduce you to Will and Jason. 1376 01:09:10,673 --> 01:09:11,981 Thanks, buddy. Bye. 1377 01:09:12,274 --> 01:09:13,446 How do you say no to that? 1378 01:09:14,110 --> 01:09:15,180 What's a sell-out? 1379 01:09:15,277 --> 01:09:18,656 A sell-out is someone that has no honor and does something just for money 1380 01:09:18,814 --> 01:09:21,488 and doesn't take anything else into consideration. 1381 01:09:21,984 --> 01:09:28,026 A sell-out is when, to attain a certain level you give up some of those principles 1382 01:09:28,157 --> 01:09:30,398 that formed your identity to begin with. 1383 01:09:30,526 --> 01:09:33,803 So I'm making this film that's actually being paid for by advertisers, 1384 01:09:33,963 --> 01:09:36,239 - by companies, about advertising. - Right. 1385 01:09:36,499 --> 01:09:39,639 - Yeah. So am I selling out by doing that? - I don't think so. 1386 01:09:40,403 --> 01:09:46,547 I mean, unless the point you're making is that advertising is a bad thing. 1387 01:09:46,642 --> 01:09:48,815 Are you doing it with integrity? 1388 01:09:50,346 --> 01:09:55,091 - I hope so. - And with a viewpoint of being objective? 1389 01:09:55,584 --> 01:09:59,532 Or are you doing it slanted, for the side of the advertiser 1390 01:09:59,655 --> 01:10:02,158 as a puppet, doing whatever the advertisement wants you to do? 1391 01:10:02,324 --> 01:10:05,362 As long as you do better than they do on it 1392 01:10:05,561 --> 01:10:07,507 then you're not... Then you're buying in. 1393 01:10:07,997 --> 01:10:08,998 Is that right? 1394 01:10:09,432 --> 01:10:11,241 Am I really not selling out? 1395 01:10:11,834 --> 01:10:14,337 Or am I finally just buying in? 1396 01:10:44,066 --> 01:10:47,741 Every sip gets you closer to Justin Timberlake mp3s. 1397 01:10:47,870 --> 01:10:49,816 - Hey. - Hey to you. 1398 01:10:49,905 --> 01:10:52,886 Seems like pushing a product is the new standard for gauging success. 1399 01:10:53,142 --> 01:10:57,420 Today's superstar singers pitch for perfume, action stars vouch for vodka. 1400 01:10:57,880 --> 01:11:00,918 Even America's Sweetheart is the new face for a make-up company. 1401 01:11:01,283 --> 01:11:03,957 For a filmmaker like me, this is pretty uncharted territory. 1402 01:11:04,053 --> 01:11:06,624 And to navigate these waters, who better to turn to 1403 01:11:06,722 --> 01:11:09,635 than one of the most successful celebrity spokesmen himself. 1404 01:11:09,925 --> 01:11:11,063 The Donald. 1405 01:11:11,727 --> 01:11:15,903 Is there a difference between selling out and being a celebrity spokesperson? 1406 01:11:16,832 --> 01:11:19,642 Well, the question's been asked because I do a lot of different things, 1407 01:11:19,735 --> 01:11:23,080 I'll do commercials for different companies, good companies. 1408 01:11:23,139 --> 01:11:25,278 I did Oreo's cookies with the Manning brothers 1409 01:11:25,341 --> 01:11:26,615 Peyton Manning and Eli Manning, 1410 01:11:26,976 --> 01:11:30,617 - Trump! - And we're gonna be huge! 1411 01:11:30,679 --> 01:11:34,786 I feel if the commercial is done properly, if you watch what you're doing, 1412 01:11:34,984 --> 01:11:37,794 it actually enhances your brand. It doesn't hurt your brand. 1413 01:11:38,087 --> 01:11:41,933 There are some people, that, as an example there are certain singers, 1414 01:11:42,024 --> 01:11:45,597 entertainers that would never, ever do a commercial. 1415 01:11:45,661 --> 01:11:49,268 I could name names, but I don't want to because I've tried to get certain songs 1416 01:11:49,665 --> 01:11:52,703 and I could offer them $10 million to play a song once 1417 01:11:52,801 --> 01:11:53,802 and they would turn it down. 1418 01:11:53,936 --> 01:11:56,815 I mean, I think they're crazy, but they'd turn it down. 1419 01:11:57,006 --> 01:12:00,818 But there are people like that, that would never partake in a commercial. 1420 01:12:00,876 --> 01:12:02,947 I don't think they're helped or hurl, 1421 01:12:03,012 --> 01:12:04,958 but I think they should take the money and run. 1422 01:12:05,014 --> 01:12:06,357 - You take care of yourself. - I really appreciate it. 1423 01:12:06,448 --> 01:12:07,449 Thanks. 1424 01:12:08,117 --> 01:12:10,358 But some musicians have done just that. 1425 01:12:12,955 --> 01:12:15,458 You see, brands have always known that one of the fastest ways 1426 01:12:15,558 --> 01:12:19,131 to make their products seem cool was to pair them with the hottest artists. 1427 01:12:47,022 --> 01:12:50,834 And today more and more musicians are finding out just how important it can be 1428 01:12:50,893 --> 01:12:53,396 to get their music supported by brands. 1429 01:12:53,762 --> 01:12:58,370 What you have now is artists partner up with different brands 1430 01:12:58,434 --> 01:13:04,407 to kind of, get that extra push, and you do anything from liquor sponsors 1431 01:13:04,506 --> 01:13:07,715 to cell phone companies to car companies all the way around, 1432 01:13:07,776 --> 01:13:10,552 to, kind of, round out the promotion of your project. 1433 01:13:10,846 --> 01:13:14,885 The artists are competing for impressions. 1434 01:13:15,117 --> 01:13:18,291 If they can do commercials, if they can endorse a product, 1435 01:13:18,387 --> 01:13:21,960 anything that they can do to get more impressions, the better. 1436 01:13:22,057 --> 01:13:25,527 After the Bacardi ad came out, I don't know how quickly it happened, 1437 01:13:26,262 --> 01:13:30,972 you could physically see one step away from having a line chart of like, 1438 01:13:31,133 --> 01:13:35,104 "This is how many more people are starting to listen to your music." 1439 01:13:35,204 --> 01:13:38,083 Licensing to the commercials and stuff 1440 01:13:38,140 --> 01:13:41,087 now I know, just is a good way for a lot of people to hear you. 1441 01:13:41,143 --> 01:13:44,249 And I just want everyone to hear our music, that's all I want. 1442 01:13:44,480 --> 01:13:45,788 What would you never put your music in? 1443 01:13:45,914 --> 01:13:48,554 If somebody said, "We've got a commercial, we're selling blank." 1444 01:13:49,885 --> 01:13:52,798 Our sniff test for whether or not it's all right to put a song in a commercial 1445 01:13:52,888 --> 01:13:54,765 is whether or not that commercial 1446 01:13:54,823 --> 01:13:57,997 is likely to make you feel worse about yourself. 1447 01:13:58,460 --> 01:14:00,565 Is it honoring the music? 1448 01:14:00,663 --> 01:14:03,576 And I gotta say, we have not always done this, 1449 01:14:03,632 --> 01:14:05,509 there were times, especially early in our career 1450 01:14:05,601 --> 01:14:06,636 where we just needed the cash 1451 01:14:06,769 --> 01:14:09,613 and our songs were in some pretty gross commercials. 1452 01:14:09,672 --> 01:14:12,414 They had the "Got milk?" ads, and we never did a "Got milk" ad 1453 01:14:12,474 --> 01:14:15,080 because Dre doesn't drink milk, you know what I'm saying? 1454 01:14:15,144 --> 01:14:16,851 It was as simple as that, It was a big check and everything 1455 01:14:16,945 --> 01:14:19,084 you know, but Dre didn't drink milk, so we never did it. 1456 01:14:19,148 --> 01:14:23,790 I was going through all kinds of ideas with the manager and were like, 1457 01:14:23,852 --> 01:14:25,991 "Weill, maybe it can be soy milk." 1458 01:14:26,088 --> 01:14:28,830 You know, I mean, they were like "No, it's gotta be milk." So we didn't do it 1459 01:14:28,924 --> 01:14:32,428 because that maintains our artistic integrity of what we stand for. 1460 01:14:32,594 --> 01:14:35,165 Are you trying to establish OK Go as a brand? 1461 01:14:35,597 --> 01:14:38,806 Every band ever has had an identity. 1462 01:14:38,967 --> 01:14:42,847 Every person has an identity and, it's cool to have your own identity, 1463 01:14:42,971 --> 01:14:44,951 but when you call it a brand, it's suddenly cheesy. 1464 01:14:45,107 --> 01:14:47,815 Would you guys be willing to do a song, 1465 01:14:47,943 --> 01:14:50,617 create an original identity anthem for the movie? 1466 01:14:50,779 --> 01:14:52,884 - I'd love to. That sounds amazing, - Yeah, awesome. 1467 01:14:52,981 --> 01:14:54,517 Does that... Wait, hold on. 1468 01:14:54,616 --> 01:14:59,565 If we make the theme for The Greatest Movie Ever Sold 1469 01:14:59,955 --> 01:15:04,131 does that mean that we're the greatest rock band ever to write a theme song? 1470 01:15:04,727 --> 01:15:05,728 Absolutely. 1471 01:15:06,161 --> 01:15:09,699 I started this PR firm back in 1983 1472 01:15:10,733 --> 01:15:16,206 and something occurred to me: that we were living in wacky times. 1473 01:15:16,538 --> 01:15:19,348 - Right. - And here is what was wacky about them. 1474 01:15:19,708 --> 01:15:24,053 In the world we live, there's this umbilical cord 1475 01:15:24,145 --> 01:15:28,389 between fame and credibility. 1476 01:15:28,716 --> 01:15:31,890 So, visibility equals credibility. 1477 01:15:32,086 --> 01:15:36,432 In the world we live in, you cannot be credible unless you're visible. 1478 01:15:36,657 --> 01:15:38,432 And so you see what we're doing here. 1479 01:15:38,526 --> 01:15:39,664 Yeah, I do. 1480 01:15:39,727 --> 01:15:40,728 What do we do? 1481 01:15:41,529 --> 01:15:45,238 - Well... - What do I do to get the message out? 1482 01:15:45,333 --> 01:15:46,710 Sell, sell, sell! 1483 01:15:46,834 --> 01:15:49,212 - That's it? - What the hell do you think you do, son? 1484 01:15:49,437 --> 01:15:52,111 Sell! You're in America! 1485 01:15:53,508 --> 01:15:56,717 The path to salvation is not through being quiet. 1486 01:15:56,844 --> 01:15:58,118 - Okay. - And being subtle. 1487 01:15:58,212 --> 01:16:00,351 Not in today's world. You gotta sell! 1488 01:16:06,621 --> 01:16:08,897 This is where you really start to see cause and effect. 1489 01:16:10,525 --> 01:16:14,632 It's pretty amazing to see behind the curtain 1490 01:16:14,962 --> 01:16:16,566 like we've gotten to on this film. 1491 01:16:17,298 --> 01:16:22,873 Now, what happens from this point on, that's the real question. 1492 01:16:23,738 --> 01:16:26,548 Now the movie's gonna go out in the world. 1493 01:16:28,109 --> 01:16:29,611 And now's the point 1494 01:16:33,614 --> 01:16:37,994 where I start to wonder exactly how affected I'll be by everything. 1495 01:16:38,619 --> 01:16:41,099 This is it. This is the Stark. 1496 01:16:42,623 --> 01:16:43,931 This is the beginning of the whole thing. 1497 01:16:45,059 --> 01:16:47,665 As much as the beginning of the process was the beginning of this, 1498 01:16:48,095 --> 01:16:50,405 with what our movie is about, like, this is the beginning, 1499 01:16:50,998 --> 01:16:52,773 This is literally where it really starts. 1500 01:16:52,967 --> 01:16:56,915 You know our next guest from his prize-winning documentary, Super Size Me. 1501 01:16:56,971 --> 01:16:59,781 His latest is called The Greatest Movie Ever Sold. 1502 01:16:59,907 --> 01:17:03,081 It is brought to you by Hyatt, POM Wonderful, JetBlue, 1503 01:17:03,144 --> 01:17:06,091 Mini Cooper, Mane 'n Tail Shampoo, the island of Aruba 1504 01:17:06,147 --> 01:17:09,185 and Amy's Frozen Pizza. It opens in theaters Friday. 1505 01:17:09,283 --> 01:17:11,593 Please say hello to Morgan Spurlockl 1506 01:19:14,942 --> 01:19:17,786 What's happening right now is in the movie? 1507 01:19:17,878 --> 01:19:19,255 Is actually in the film right now. 1508 01:19:19,447 --> 01:19:21,927 So we've actually in a way, gone back in time. 1509 01:19:21,983 --> 01:19:24,224 We have. The space-time continuum has shifted completely. 1510 01:19:24,285 --> 01:19:26,424 This is like the Inception of documentaries. 1511 01:19:33,227 --> 01:19:35,229 Man, these Old Navy clothes look so good! 1512 01:19:35,730 --> 01:19:36,936 So here's the trailers you've done. 1513 01:19:37,131 --> 01:19:40,237 We did Avatar, Alice in Wonderland, Toy Story 3. 1514 01:19:40,768 --> 01:19:43,510 And this is you, right here, that we're doing today. 1515 01:19:43,604 --> 01:19:44,605 And now The Greatest Movie. 1516 01:19:45,239 --> 01:19:47,014 So you have a key to their brain. 1517 01:20:03,157 --> 01:20:05,194 Here we go, three, two... 1518 01:20:05,993 --> 01:20:08,166 And I'd like to welcome you aboard JetBlue Airways, 1519 01:20:08,262 --> 01:20:10,173 the greatest airline you'll ever fly. 1520 01:20:10,665 --> 01:20:13,612 Now that we're in the air I'd like to tell you a little more about your flight. 1521 01:20:14,935 --> 01:20:17,279 The Greatest Movie Ever Sold! 1522 01:21:03,184 --> 01:21:05,892 You are a shameless whore if ever I've met one, Morgan Spurlock. 1523 01:21:05,986 --> 01:21:08,023 - Yes, I am. - Morgan Spurlock, everyone. 1524 01:21:08,089 --> 01:21:10,865 The Greatest Movie Ever Sold opens Friday! We'll be right back. 1525 01:21:10,925 --> 01:21:12,700 Yep, everywhere you look these days 1526 01:21:12,760 --> 01:21:15,502 it seems like someone's trying to sell you something. 1527 01:21:15,996 --> 01:21:18,101 Best I can do is just show you that it's out there. 1528 01:21:18,365 --> 01:21:21,278 Because at the end of the day marketing works. 1529 01:21:25,406 --> 01:21:27,511 But maybe we all don't have to buy in. 1530 01:21:27,675 --> 01:21:30,747 Maybe there's still a place free from all the advertising 1531 01:21:30,845 --> 01:21:33,348 where we can actually think for ourselves. 1532 01:21:34,181 --> 01:21:38,687 So go outside! Take a nice long walk, find that place. 1533 01:21:39,186 --> 01:21:43,100 And when you do it, do it in a nice comfortable pair of Merrells. 1534 01:21:46,894 --> 01:21:48,805 Let's throw some rocks. 1535 01:22:17,057 --> 01:22:20,231 Oh, boy. Look at this. 1536 01:22:22,897 --> 01:22:26,174 Oh, man! Payola! 1537 01:22:29,670 --> 01:22:31,343 Not only that, 1538 01:22:33,107 --> 01:22:34,586 but I'll never be able to forget it. 1539 01:22:35,943 --> 01:22:40,085 After a million steps, "Morgan gave me this." 1540 01:22:42,082 --> 01:22:45,427 Morgan Spurlock on the march! 1541 01:22:46,453 --> 01:22:49,297 Thank you very much, Morgan. Really, it's very thoughtful of you. 1542 01:22:51,125 --> 01:22:52,763 It's hard to get shoes that fit. 1543 01:24:56,984 --> 01:24:59,328 - Yeah. Ron. - Hey, man, how are you? 1544 01:24:59,420 --> 01:25:00,763 - I'm good. What's up? - I'm good. 1545 01:25:00,821 --> 01:25:04,394 I just wanted to call you back, touch base with you and hear what you were thinking. 1546 01:25:04,491 --> 01:25:07,734 Okay I think it's a little weird I'm still talking about it with Tarssa, 1547 01:25:07,828 --> 01:25:09,967 and she's not quite ready to respond yet. I don't think... 1548 01:25:10,064 --> 01:25:11,475 - Okay - Cool man. 1549 01:25:11,565 --> 01:25:14,512 'Cause the last couple of paintings I sold sold for a $120, 1550 01:25:14,601 --> 01:25:16,638 - So, I don't know-- - I know you're big time. 1551 01:25:16,737 --> 01:25:18,114 I know that. 1552 01:25:18,739 --> 01:25:19,809 Can I put you on the phone with her? 1553 01:25:19,907 --> 01:25:21,750 'Cause I wanna make a decision and it's getting harder. 1554 01:25:21,809 --> 01:25:23,015 Do you have like 10 more seconds? 1555 01:25:23,110 --> 01:25:25,021 - Sure. - Hold on. 1556 01:25:25,112 --> 01:25:27,183 - Hey, Morgan, - Hey, Tarssa, how are you? 1557 01:25:27,348 --> 01:25:28,486 - Good. How are you? - Good. 1558 01:25:28,582 --> 01:25:32,086 So, I just wanted to talk to you guys about the placement in the film... 1559 01:25:32,820 --> 01:25:35,664 I was telling Ron, we could have a card with his photograph 1560 01:25:35,756 --> 01:25:37,201 of him painting the painting. 1561 01:25:37,524 --> 01:25:40,630 So he could, so Ron English could be "The Greatest Artist to Ever Paint" 1562 01:25:42,596 --> 01:25:48,547 Yeah, I mean, the greatest artist that ever lived or the greatest artist... 1563 01:25:48,936 --> 01:25:50,973 Yeah, he wants to be the greatest living artist. 1564 01:25:51,038 --> 01:25:52,517 The greatest living artist. 1565 01:25:52,606 --> 01:25:54,711 Okay done, so we'll say, "Ron English, The Greatest Living Artist" 1566 01:25:54,808 --> 01:25:58,517 and he'll be the only person in the credits, that'll actually have a photograph of him. 1567 01:25:59,046 --> 01:26:00,047 Cool. 1568 01:26:01,048 --> 01:26:06,048 Sync by Pukeman [Oneddl.com] 1569 01:26:07,623 --> 01:26:12,721 Final Edits: VeRdiKT [Subscene.com / Addic7ed.com]