1 00:00:38,543 --> 00:00:43,543 2 00:00:43,544 --> 00:00:44,852 Everywhere you look these days, 3 00:00:44,912 --> 00:00:47,518 it seems like someone's trying to self you something. 4 00:00:47,748 --> 00:00:51,890 On billboards, posters, stickers, elevators, gas pumps, airplanes, 5 00:00:51,985 --> 00:00:54,591 cups, napkins, coffee holders, wire hangers. 6 00:00:54,688 --> 00:00:56,429 Even bathrooms. 7 00:00:56,523 --> 00:00:59,595 See, it used to be that when someone really wanted to sell you something, 8 00:00:59,693 --> 00:01:02,833 they could rely on the good old fashioned 30-second TV spot 9 00:01:03,163 --> 00:01:05,165 He likes it! Hey, Mikey! 10 00:01:05,265 --> 00:01:07,176 But thanks to the invention Of this... 11 00:01:07,734 --> 00:01:08,735 And this... 12 00:01:08,835 --> 00:01:11,338 There's a revolution going on called "Internet. " 13 00:01:11,538 --> 00:01:13,916 Fewer and fewer of us are actually sitting through these. 14 00:01:14,007 --> 00:01:15,350 Anything is possible 15 00:01:15,409 --> 00:01:17,446 when your man smells like Old Spice and not a lady, 16 00:01:17,611 --> 00:01:20,751 So hawk a poor struggling multimillion-dollar corporation 17 00:01:20,847 --> 00:01:22,849 supposed to let you know they even exist? 18 00:01:22,916 --> 00:01:25,021 Hey, welcome to Morning Joe, brewed by Starbucks! 19 00:01:25,085 --> 00:01:26,257 We do have 3 special guest, 20 00:01:26,353 --> 00:01:28,560 Excuse me, I'm just going to have a sip here of my Starbucks. 21 00:01:28,622 --> 00:01:29,760 There you go, 22 00:01:29,856 --> 00:01:33,599 Welcome to the brave new worid of brand integration, 23 00:01:34,361 --> 00:01:36,534 But you may know it by its old school name... 24 00:01:36,863 --> 00:01:39,366 Converse All Stars, vintage 2004, 25 00:01:39,433 --> 00:01:40,571 product placement. 26 00:01:40,634 --> 00:01:41,908 You can use a Guinness. 27 00:01:41,969 --> 00:01:44,609 Today product placement is a multibillion dollar industry 28 00:01:44,705 --> 00:01:48,778 that generates hard cash for movies, creates new identities for brands, 29 00:01:48,875 --> 00:01:53,585 but most importantly delivers the holy grail of marketing, co-promotion. 30 00:01:54,381 --> 00:01:56,759 You see, co-promotion is what takes a regular movie 31 00:01:56,817 --> 00:01:58,421 and turns it into a blockbuster. 32 00:01:58,819 --> 00:02:00,127 Take Iron Man. 33 00:02:00,220 --> 00:02:02,928 That movie had more than 14 brand partners. 34 00:02:02,990 --> 00:02:06,460 Everything from a Whiplash Whopper to Iron Man Dr Pepper cans, 35 00:02:06,560 --> 00:02:09,336 to Tony Stark himself driving of! in an Audi commercial. 36 00:02:09,730 --> 00:02:10,800 These types of partnerships 37 00:02:10,897 --> 00:02:13,639 deliver millions of dollars of free advertising for the movie 38 00:02:13,734 --> 00:02:17,272 while also raising visibility for the companies themselves. 39 00:02:17,571 --> 00:02:19,983 But do all these co-promotions actually work? 40 00:02:20,073 --> 00:02:22,417 Do they have that much influence over the choices we make? 41 00:02:22,909 --> 00:02:25,321 Does Shrek make me want to take a Royal Caribbean Cruise 42 00:02:25,412 --> 00:02:27,323 or Burger King make me wanna go see Twilight? 43 00:02:27,781 --> 00:02:31,319 Ls the only thing missing from my movie achieving Iron Man status 44 00:02:31,418 --> 00:02:32,829 a little co-promotion? 45 00:02:33,186 --> 00:02:34,529 Well, if that’s true, 46 00:02:34,621 --> 00:02:38,467 then I cant wait to get some of that sweet Hollywood ad money 47 00:02:39,159 --> 00:02:43,608 Last year more than $412 billion were spent on marketing and advertising. 48 00:02:43,830 --> 00:02:45,434 And out of that! $412 billion, 49 00:02:45,599 --> 00:02:48,603 just four companies controlled over 75% of it. 50 00:02:49,269 --> 00:02:51,146 If Pm gonna make a doc-buster 51 00:02:51,271 --> 00:02:54,150 it seems like these companies are a great place to start 52 00:02:56,443 --> 00:02:57,513 So what I wanna do, 53 00:02:57,611 --> 00:03:01,354 is make a Him all about product placement marketing and advertising, 54 00:03:01,448 --> 00:03:02,984 where the entire film is funded 55 00:03:03,050 --> 00:03:05,462 by product placement, marketing, and advertising. 56 00:03:05,619 --> 00:03:08,395 So the movie will be called The Greatest Movie Ever Sold. 57 00:03:08,488 --> 00:03:10,832 So what happens in The Greatest Movie Ever Sold 58 00:03:10,891 --> 00:03:13,462 is that everything from top to bottom, start to finish, 59 00:03:13,527 --> 00:03:15,234 is branded from beginning to end. 60 00:03:15,328 --> 00:03:18,002 You know, from the above-the-title sponsor that you'll see in the movie 61 00:03:18,065 --> 00:03:19,203 which is brand X, 62 00:03:19,299 --> 00:03:23,679 Now this brand, the Qualcomm Stadium, the Staples Center... 63 00:03:24,037 --> 00:03:26,540 These people will be married to the film in perpetuity, forever, 64 00:03:26,640 --> 00:03:28,711 - So the Elm explores this whole idea... - It's redundant. 65 00:03:28,809 --> 00:03:29,913 - It's what? - It's redundant 66 00:03:30,010 --> 00:03:31,887 In perpetuity forever? I'm a redundant person, 67 00:03:31,978 --> 00:03:33,753 I'm just saying", 68 00:03:33,880 --> 00:03:37,020 That was more for him. It's in perpetuity, period, forever. 69 00:03:37,184 --> 00:03:39,186 But not only are we going to have the brand X title sponsor, 70 00:03:39,319 --> 00:03:41,993 but we're gonna make it so we can sell out every category we can in the mm. 71 00:03:42,055 --> 00:03:43,090 So maybe we sell a shoe, 72 00:03:43,190 --> 00:03:44,601 and it becomes "The Greatest Shoe You Ever Wore," 73 00:03:44,725 --> 00:03:47,262 "The Greatest Car You Ever Drove," from The Greatest Movie Ever Sold. 74 00:03:47,394 --> 00:03:49,271 You know, "The Greatest Drink You've Ever Had" 75 00:03:49,362 --> 00:03:50,397 courtesy, The Greatest Movie Ever Sold. 76 00:03:50,764 --> 00:03:54,735 So the idea is beyond just showing that brands are pan of your life, 77 00:03:54,835 --> 00:03:56,337 but actually get them to finance the Elm. Is that it? 78 00:03:56,403 --> 00:03:57,404 Get them to finance the film 79 00:03:57,504 --> 00:03:59,381 and actually we show the whole process of, "How does it work?" 80 00:03:59,439 --> 00:04:01,544 The goal of this whole Elm is transparency. 81 00:04:01,608 --> 00:04:03,849 You're going to see the whole thing take place in this movie. 82 00:04:04,044 --> 00:04:07,617 So that's the whole concept. The whole film, start to finish. 83 00:04:07,781 --> 00:04:09,783 And I would love for CEG to help make it happen. 84 00:04:09,916 --> 00:04:12,522 Hey, you know, it's funny 'cause when I Hrs! hear it, 85 00:04:13,353 --> 00:04:17,096 it is the ultimate respect for an audience. 86 00:04:17,357 --> 00:04:21,533 I don't know how receptive people are going to be to it, though, 87 00:04:21,862 --> 00:04:23,205 Do you have a perspective, or," 88 00:04:23,263 --> 00:04:25,937 I don't want to use "angle" cause that son of has a negative connotation... 89 00:04:26,032 --> 00:04:28,706 - Do you know how this is going to play out? - No idea. 90 00:04:29,102 --> 00:04:31,548 How much money does it take to do this? 91 00:04:31,872 --> 00:04:32,907 - $1.5 million. - $1.5 million, 92 00:04:32,973 --> 00:04:33,974 Okay, 93 00:04:34,374 --> 00:04:36,615 I think you're going to have B hard time meeting with them, 94 00:04:36,710 --> 00:04:40,089 but I think it's certainly worth pursuing 95 00:04:40,147 --> 00:04:41,820 a couple of really big, obvious brands, 96 00:04:41,982 --> 00:04:44,121 Who knows? Maybe, by the time your mm comes out 97 00:04:44,217 --> 00:04:45,992 we look like 3 bunch Of blithering idiots, 98 00:04:46,153 --> 00:04:47,461 What do you think the response is going to be? 99 00:04:47,554 --> 00:04:50,626 The responses mostly will be no. 100 00:04:50,924 --> 00:04:54,064 But is the toughest sell because of the Elm or is the toughest sell because of me? 101 00:04:54,227 --> 00:04:55,262 Both, 102 00:04:55,729 --> 00:04:58,733 That meeting, not so optimistic. 103 00:05:00,066 --> 00:05:02,171 So can you help me? I need help, 104 00:05:02,502 --> 00:05:04,175 I can help you, 105 00:05:04,271 --> 00:05:05,272 - Good. - Good, 106 00:05:06,106 --> 00:05:07,107 Awesome, 107 00:05:07,674 --> 00:05:09,915 - We got to figure out which brands. - Yeah. 108 00:05:11,278 --> 00:05:12,586 That's the challenge. 109 00:05:12,646 --> 00:05:14,683 When you look at the people you deal with, or... 110 00:05:14,781 --> 00:05:15,987 We've got some places we can go, 111 00:05:16,082 --> 00:05:18,323 - Okay. Okay. - Turn the camera off, 112 00:05:19,019 --> 00:05:22,091 I thought "turn the camera off” meant "let's have an off-the-record conversation. " 113 00:05:22,656 --> 00:05:26,433 Tums out it really means, "We want nothing to do with your movie. " 114 00:05:26,760 --> 00:05:30,333 Luckily I've got an old friend in the industry who might be a bit more receptive, 115 00:05:30,997 --> 00:05:33,500 Richard Kirshenbaum has worked in advertising for years 116 00:05:33,600 --> 00:05:35,944 and has made a name for himself and his agency 117 00:05:36,002 --> 00:05:37,709 by not thinking like an agency. 118 00:05:38,205 --> 00:05:40,207 If anyone out there is going to get in its him. 119 00:05:40,307 --> 00:05:41,684 So ultimately what we want to try and do, 120 00:05:41,775 --> 00:05:44,449 is create what is the Iron Man of documentaries. 121 00:05:44,611 --> 00:05:47,455 The documentary that when it comes out, has so many partners 122 00:05:47,514 --> 00:05:48,686 has so many brands involved... 123 00:05:48,782 --> 00:05:53,788 I love the idea that you're actually selling out, you're admitting selling out", 124 00:05:54,821 --> 00:05:56,801 - And therefore not selling out. - And therefore not selling out. 125 00:05:56,857 --> 00:05:57,858 It's genius, 126 00:05:58,191 --> 00:06:00,535 And the story, also, is talking to people 127 00:06:00,627 --> 00:06:02,573 who say this is a problem with the industry, this is wrong. 128 00:06:02,662 --> 00:06:04,505 But then there's people who are like, "HOW Could it be wrong? 129 00:06:04,564 --> 00:06:06,874 "It's where we started in television. It's where we started in Him. " 130 00:06:06,967 --> 00:06:10,540 So the film is about the marketing of movies, 131 00:06:10,637 --> 00:06:12,310 And I want to be a sponsor. 132 00:06:12,472 --> 00:06:14,315 You guys can tell me better than anyone else 133 00:06:14,374 --> 00:06:17,014 what the, kind Of like, "Here's what we pay you for these things," 134 00:06:17,077 --> 00:06:18,818 And so you start to see these things come to fruition 135 00:06:18,879 --> 00:06:20,085 - over the course of the film, - Right. 136 00:06:20,180 --> 00:06:23,093 So you're willing to sell out completely, personally, to do this? 137 00:06:24,017 --> 00:06:25,189 - Whatever it takes, - Great. 138 00:06:25,485 --> 00:06:26,828 So what do we do now? 139 00:06:27,687 --> 00:06:30,361 I think the thing to do is go get a client, 140 00:06:30,657 --> 00:06:31,692 Get one, 141 00:06:31,758 --> 00:06:32,759 - Thank you. - Great to see you, 142 00:06:32,859 --> 00:06:34,497 - This is going to be fun, - Yeah, thanks, guys. 143 00:06:34,828 --> 00:06:37,536 To get my first client, I need to understand two things. 144 00:06:37,864 --> 00:06:39,707 Who would actually sponsor this movie? 145 00:06:39,766 --> 00:06:41,837 And how Fm supposed to talk to them. 146 00:06:41,902 --> 00:06:44,075 Britt Johnson is the president of Media Placement, 147 00:06:44,170 --> 00:06:46,946 one of the most successful product placement agencies in the country. 148 00:06:47,207 --> 00:06:50,086 And David Wales is the president of the Ministry of Culture 149 00:06:50,176 --> 00:06:53,749 and makes his living predicting the next big trends in advertising. 150 00:06:53,947 --> 00:06:58,362 If we were going out to sell somebody to be a product or brand in the film, 151 00:06:58,551 --> 00:06:59,586 what’s that worth? 152 00:06:59,686 --> 00:07:01,529 It depends on how many people you reach, 153 00:07:02,355 --> 00:07:04,596 - Dozens. - Dozens? 154 00:07:04,691 --> 00:07:05,931 This movie is going to reach dozens of people. 155 00:07:06,026 --> 00:07:07,027 It would depend how many people you reach, 156 00:07:07,427 --> 00:07:09,031 How do I figure out who I should go after? 157 00:07:09,095 --> 00:07:10,199 I would just go for everybody, 158 00:07:10,964 --> 00:07:13,706 - As long as the check clears, - Yeah, as long as the check clears, 159 00:07:13,767 --> 00:07:14,768 The one good thing is, 160 00:07:14,868 --> 00:07:16,108 you might be able to get a lot of the things paid for, 161 00:07:16,202 --> 00:07:17,237 That's a good question, 162 00:07:17,304 --> 00:07:19,784 What are the things we should be looking for to try and get for free? 163 00:07:19,940 --> 00:07:21,977 I think you might be able to get a beer brand, 164 00:07:22,309 --> 00:07:25,813 Hotels, air service, computers, car. 165 00:07:26,246 --> 00:07:28,055 You definitely should have a sports car. 166 00:07:28,415 --> 00:07:29,621 What about clothing? 167 00:07:29,950 --> 00:07:31,429 - Yeah! Clothing? - Can you get clothing? 168 00:07:31,484 --> 00:07:32,588 Yeah, clothing would be easy, 169 00:07:32,786 --> 00:07:34,390 How do I make a company want to be in this movie? 170 00:07:34,554 --> 00:07:38,092 You start by acknowledging that you yourself are a brand. Right? 171 00:07:38,391 --> 00:07:40,837 What's your brand collateral? What are you bringing to the table? 172 00:07:41,061 --> 00:07:42,597 I guess that's what you need to figure out 173 00:07:42,729 --> 00:07:44,731 in terms of making yourself appealing to them. 174 00:07:45,065 --> 00:07:47,773 How would you guys describe your brand? 175 00:07:50,837 --> 00:07:51,975 My brand? 176 00:07:52,639 --> 00:07:54,084 I don't know like... 177 00:07:54,908 --> 00:07:56,478 I like really nice clothes. 178 00:07:56,743 --> 00:07:59,587 '80s revival meets skater punk. 179 00:08:00,080 --> 00:08:01,855 Unless it's laundry day, 180 00:08:02,248 --> 00:08:05,957 The brand that I am is... I would call it "Casual Fly," 181 00:08:06,186 --> 00:08:07,597 If Dan were a brand, 182 00:08:07,687 --> 00:08:13,035 he might be a classic convertiblr Mercedes-Benz 183 00:08:14,027 --> 00:08:17,941 Part hippie, part yogi, part Brooklyn girl? I don't know. 184 00:08:18,365 --> 00:08:21,778 Failed writer, alcoholic brand? Is that something? 185 00:08:22,268 --> 00:08:24,771 I think most Of Hollywood HHS that Brand Covered. 186 00:08:24,838 --> 00:08:26,545 For me to get any companies on board, 187 00:08:26,639 --> 00:08:28,778 I first need to understand what Pm offering them. 188 00:08:28,942 --> 00:08:30,717 That's where Olson Zaltman comes in. 189 00:08:31,177 --> 00:08:33,521 By using an intense form of psychoanalysis, 190 00:08:33,613 --> 00:08:36,685 they've helped companies like Hallmark, Nestlé, and Febreze 191 00:08:36,783 --> 00:08:40,060 better understand what they ca! their brand personality. 192 00:08:41,688 --> 00:08:43,326 - You brought your pictures, right? - I did. 193 00:08:43,456 --> 00:08:46,960 The very Hrs! picture, is a picture of my family, 194 00:08:47,127 --> 00:08:48,128 So tell me about how it relates 195 00:08:48,194 --> 00:08:50,071 to your thoughts and feelings about who you are. 196 00:08:50,230 --> 00:08:52,710 These are the people who shaped the way I look at the world. 197 00:08:52,966 --> 00:08:54,377 Tell me about this world, 198 00:08:54,467 --> 00:08:57,880 I think your world is the world that you live in. 199 00:08:57,971 --> 00:08:59,917 The people that are around you, your friends, your family. 200 00:09:00,006 --> 00:09:01,849 The way you live your life, the job you do, 201 00:09:02,475 --> 00:09:04,716 All those things stem med and started from one place. 202 00:09:04,811 --> 00:09:07,485 And for me, they stemmed and started with my family in West Virginia. 203 00:09:07,547 --> 00:09:08,719 What's the next one you wanna talk about? 204 00:09:08,815 --> 00:09:10,988 The next one... This was the best day ever. 205 00:09:11,051 --> 00:09:13,361 How does this relate to your thoughts and feelings about who you are? 206 00:09:13,420 --> 00:09:15,058 It's like, "Who do I wanna be?" 207 00:09:15,155 --> 00:09:17,829 I like things that are different, I like things that are weird. 208 00:09:18,191 --> 00:09:19,363 I like weird things, 209 00:09:19,659 --> 00:09:21,832 Tell me about the "why" phase. What does that do for us? 210 00:09:21,995 --> 00:09:24,271 What is the machete? What pupa stage are you in now? 211 00:09:24,364 --> 00:09:26,742 Why is it important to reboot? What does the red represent... 212 00:09:26,833 --> 00:09:30,576 Tell me a little bit about that harp. What is it about you that's not who you are? 213 00:09:36,609 --> 00:09:38,384 - Thank you. - Yeah, thanks for your patience, 214 00:09:38,445 --> 00:09:40,220 - Great job. Thanks a lot. - All right. 215 00:09:41,181 --> 00:09:43,718 Yeah, I don't know what's going to come of this, 216 00:09:43,917 --> 00:09:45,897 There was a whole lot of crazy going on in there. 217 00:09:46,252 --> 00:09:47,287 The first thing we SSW 218 00:09:47,387 --> 00:09:52,063 was this idea that you had two distinct but complementary sides 219 00:09:52,125 --> 00:09:53,798 to your brand personality, 220 00:09:53,893 --> 00:09:56,533 The Morgan Spurlock brand is a mindful play brand. 221 00:09:56,596 --> 00:09:58,735 Those are juxtaposed very nicely together, 222 00:09:58,798 --> 00:10:00,709 and I think there's almost a paradox with those, 223 00:10:00,767 --> 00:10:04,772 And I think some companies will just focus on one of their strengths 224 00:10:04,904 --> 00:10:07,111 or the other, instead of focusing on both. 225 00:10:07,240 --> 00:10:10,653 Most companies tend to, and it's human nature, 226 00:10:10,877 --> 00:10:13,824 to avoid things that they are not sure of, avoid fear, 227 00:10:13,913 --> 00:10:15,722 those elements, and you really embrace those, 228 00:10:15,782 --> 00:10:18,820 And you actually turn them into positives for you, it's a neat thing to see, 229 00:10:18,918 --> 00:10:20,556 WHat other brands are like that? 230 00:10:20,620 --> 00:10:22,896 The First one here is a classic, Apple. 231 00:10:22,989 --> 00:10:28,962 And you can see here, Target, Wii, MINI from Mini Coopers, and JetBlue, 232 00:10:29,095 --> 00:10:31,302 Now there's playful brands and mindful brands, 233 00:10:31,397 --> 00:10:33,468 Those sorts of things that have come and gone, 234 00:10:33,566 --> 00:10:36,513 but 3 playful mindful brand is a pretty powerful thing. 235 00:10:37,070 --> 00:10:38,071 Awesome, 236 00:10:39,472 --> 00:10:41,418 That's good. That's a good thing, 237 00:10:41,674 --> 00:10:44,245 Now that I know what type of brand personality I have 238 00:10:44,310 --> 00:10:45,789 it's time to figure out what other companies 239 00:10:45,845 --> 00:10:49,122 would want to be in business with someone as mindful and playful as myself 240 00:10:49,682 --> 00:10:51,992 Time for a Little brand recon. 241 00:10:57,357 --> 00:10:59,803 Nothing like a cold Cali 242 00:11:01,494 --> 00:11:03,804 to show exactly how little power you have, 243 00:11:06,099 --> 00:11:08,602 This movie is brought to you by Apple Zings, 244 00:11:08,868 --> 00:11:11,474 Crisco. Kenneth Cole, Prada. Paul Smith, 245 00:11:11,938 --> 00:11:15,215 Welcome lo the Johnson & Johnson Company’s world headquarters. 246 00:11:15,308 --> 00:11:16,446 Starbucks Coffee? 247 00:11:16,509 --> 00:11:17,715 Thanks for calling Target Corporation. 248 00:11:17,944 --> 00:11:19,150 Ben a Jews, 249 00:11:19,312 --> 00:11:20,313 Licefreee! 250 00:11:20,446 --> 00:11:21,516 Carmex, 251 00:11:21,614 --> 00:11:23,787 This Elm is brought to you by B complex. 252 00:11:24,017 --> 00:11:27,396 Documentaries are not as seen as feature Films. 253 00:11:27,487 --> 00:11:30,866 I can't do it. I'm the Director of Public Relations for Guess, 254 00:11:30,957 --> 00:11:35,736 We will never put Morgan, your average Joe, on a billboard, ever. 255 00:11:35,962 --> 00:11:37,532 You're making a film about that? OK, 256 00:11:37,630 --> 00:11:38,631 I am. 257 00:11:41,734 --> 00:11:44,010 We would love it for JetBlue to be the official airline. 258 00:11:44,070 --> 00:11:45,743 What is the greatest car you could drive? 259 00:11:45,838 --> 00:11:47,340 I think it's got to be a Ford. 260 00:11:47,407 --> 00:11:48,385 The Volkswagen. 261 00:11:48,474 --> 00:11:50,147 The Lexus hybrid being the official car. 262 00:11:50,210 --> 00:11:51,245 BlackBerry phone, 263 00:11:51,344 --> 00:11:52,345 Seventh Generation, 264 00:11:52,412 --> 00:11:53,584 Huge fan of Fluevogs, 265 00:11:53,713 --> 00:11:56,091 We got a fax from Volkswagen. 266 00:11:56,182 --> 00:11:58,162 "It is my understanding that you discussed with our agent, 267 00:11:58,351 --> 00:12:01,389 "DDB Entertainment International, the possibility of our involvement 268 00:12:01,487 --> 00:12:03,899 "in an upcoming documentary Elm directed by Morgan Spurlock 269 00:12:03,990 --> 00:12:06,402 "that will explore product placement in the movies. 270 00:12:06,492 --> 00:12:07,835 "After due consideration, 271 00:12:07,894 --> 00:12:11,569 "Volkswagen Group of America Incorporated and DDB 272 00:12:11,664 --> 00:12:15,874 "have determined that it is not in Volkswagen's best interest 273 00:12:15,935 --> 00:12:20,213 "to be involved in this documentary in any manner. In any manner. " 274 00:12:20,273 --> 00:12:21,911 Diet Coke. Levi's, 275 00:12:22,008 --> 00:12:23,851 Be stupid, Diesel. 276 00:12:24,010 --> 00:12:25,387 It's not something that we do. 277 00:12:25,445 --> 00:12:28,255 Think how great it would be. The Greatest Movie Ever Sold video game. 278 00:12:28,348 --> 00:12:29,725 We're just unable to participate. 279 00:12:29,782 --> 00:12:32,729 What about if in the film, we had either a cowboy 280 00:12:32,785 --> 00:12:35,265 or an animated came! smoking your brand? 281 00:12:35,355 --> 00:12:38,427 My response is, we really don't wanna be in the Elm. 282 00:12:38,625 --> 00:12:41,970 I mean, it doesn't sound like a movie that I would be excited about going to, 283 00:12:42,061 --> 00:12:44,473 Right. So why wouldn't you want to go see this movie? 284 00:12:44,564 --> 00:12:46,544 It goes against everything that we do, 285 00:12:46,599 --> 00:12:48,203 What if we loaded it with nudity? 286 00:12:48,268 --> 00:12:49,269 Yes, that would help. 287 00:12:52,438 --> 00:12:53,576 Indian Vegetable Korma 288 00:12:53,640 --> 00:12:54,948 The official grandpa slipper, 289 00:12:55,041 --> 00:12:56,645 I've got too many other things to think about. 290 00:12:57,076 --> 00:13:00,216 Can we please get Mane 'n Tail to be the sponsor? 291 00:13:04,250 --> 00:13:06,992 If it's good enough for your horse, it's good enough for you. 292 00:13:07,120 --> 00:13:08,497 Mane 'n Tail. 293 00:13:08,921 --> 00:13:10,298 I want this. This is the best. 294 00:13:15,561 --> 00:13:19,600 You gotta love a product that says, “Directions for human use. " 295 00:13:19,666 --> 00:13:23,773 And then, it says, "Directions for animal use," 296 00:13:31,744 --> 00:13:33,018 Smells like a pretty horse, 297 00:13:33,413 --> 00:13:35,256 We're calling Mane 'n Tail. 298 00:13:41,087 --> 00:13:42,464 Hey Morgan, its Richard. I've got some great news, 299 00:13:42,522 --> 00:13:44,524 It looks like we have a client who would love to hear your pitch. 300 00:13:44,624 --> 00:13:45,694 Give me a ca! back. 301 00:13:52,799 --> 00:13:55,780 It's our first big pitch, with a real brand. 302 00:13:56,469 --> 00:13:58,107 Richard Kirshenbaum hooked the whole thing up 303 00:13:58,171 --> 00:14:00,014 with one of his clients. 304 00:14:01,774 --> 00:14:04,277 So this is it. It's on! It's real right now. 305 00:14:06,979 --> 00:14:09,323 - I want to introduce you to Morgan. - Hi. 306 00:14:10,283 --> 00:14:12,024 - Hi, how are you? I'm Morgan Spurlock. - Beth Jones. 307 00:14:12,118 --> 00:14:14,223 I have friends who make great, big, giant Hollywood Elms 308 00:14:14,320 --> 00:14:16,732 and I have friends who make little independent Elms like I make. 309 00:14:16,956 --> 00:14:19,459 And the friends of mine who make big giant Hollywood movies 310 00:14:19,525 --> 00:14:21,402 say that the reason their films are so successful 311 00:14:21,494 --> 00:14:23,303 is because of the brand partners that they have. 312 00:14:23,396 --> 00:14:25,569 And then my friends who make small independent Elms say, 313 00:14:25,798 --> 00:14:28,802 "Well how are we supposed to compete with these big, giant Hollywood movies?" 314 00:14:28,868 --> 00:14:32,475 And the movie is called The Greatest Movie Ever Sold. 315 00:14:32,805 --> 00:14:35,479 So now how specifically will we see Ban in the mm? 316 00:14:36,075 --> 00:14:39,079 See anytime I'm getting ready to go, anytime I open my medicine cabinet, 317 00:14:39,178 --> 00:14:41,385 you will see Ban Deodorant- 318 00:14:41,481 --> 00:14:43,688 While anytime I do an interview with someone, 319 00:14:43,983 --> 00:14:47,157 I can say, "Are you fresh enough for this interview? 320 00:14:47,420 --> 00:14:48,922 "Are you ready? You look a little nervous. 321 00:14:49,088 --> 00:14:51,261 "I want to help you calm down, so maybe you should... 322 00:14:51,657 --> 00:14:53,227 "Maybe you should put some on before the interview. " 323 00:14:53,326 --> 00:14:55,397 So we'll offer one of these fabulous scents, 324 00:14:55,495 --> 00:14:57,668 Whether it's a Floral Fusion or Paradise Winds, 325 00:14:57,764 --> 00:14:58,868 they'll have their chance. 326 00:14:58,998 --> 00:15:02,070 We'll have them geared for both male or female, 327 00:15:02,335 --> 00:15:04,406 solid roll-on or stick, or whatever it may be. 328 00:15:04,937 --> 00:15:07,213 That's the two-cent tour. 329 00:15:07,407 --> 00:15:11,014 So now I can answer any of your questions and give you the Eve-cent tour. 330 00:15:11,077 --> 00:15:12,078 We are a smaller brand, 331 00:15:12,178 --> 00:15:15,421 much like you talked about being a smaller movie. 332 00:15:15,515 --> 00:15:17,085 We're very much a challenger brand 333 00:15:17,183 --> 00:15:19,356 so we don't have the budgets that other brands have. 334 00:15:19,452 --> 00:15:22,763 So doing things like this, remind people about Ban, 335 00:15:22,855 --> 00:15:24,766 is why we're interested in it. 336 00:15:24,857 --> 00:15:26,700 What are the words you would use to describe Ban? 337 00:15:26,859 --> 00:15:28,133 Ban is blank, 338 00:15:30,530 --> 00:15:33,067 That's a great question, 339 00:15:37,303 --> 00:15:39,408 Ban is superior technology, 340 00:15:39,972 --> 00:15:41,451 Technology's not the way you want to describe 341 00:15:41,541 --> 00:15:42,542 something somebody's putting in their armpit, 342 00:15:42,608 --> 00:15:45,088 We talk about bold. Fresh. 343 00:15:45,278 --> 00:15:48,816 I think fresh is a great word that really spins this category into the positive 344 00:15:48,981 --> 00:15:51,291 versus the "Tights odor and wetness. " 345 00:15:51,384 --> 00:15:53,057 It keeps you fresh, 346 00:15:53,152 --> 00:15:56,224 How do we keep you fresher longer? Better freshness, more freshness. 347 00:15:56,456 --> 00:15:57,560 Three times fresher. 348 00:15:57,623 --> 00:16:00,570 Things like that that are, you know, more of that positive benefit, 349 00:16:00,626 --> 00:16:03,470 When it comes down to cost and things like that, 350 00:16:03,596 --> 00:16:05,303 do we have to have a sideline conversation about that? 351 00:16:05,398 --> 00:16:07,344 About what things will cost in this film, or what? 352 00:16:07,433 --> 00:16:09,572 - Yeah, to participate. - No, we can talk about it now. 353 00:16:09,769 --> 00:16:11,112 Okay. What do you project? 354 00:16:11,270 --> 00:16:13,147 We're trying to sell the above-the-title sponsorship, 355 00:16:13,239 --> 00:16:15,583 the naming rights for a million dollars. 356 00:16:15,741 --> 00:16:17,414 All the way down to brand partners 357 00:16:17,577 --> 00:16:21,821 who will come in for anywhere from $25,000 to $100,000. 358 00:16:21,914 --> 00:16:24,087 What about concerns that you would have, 359 00:16:24,650 --> 00:16:26,186 or things that you would be worried about? 360 00:16:26,285 --> 00:16:28,993 You have a somewhat controversial reputation, 361 00:16:29,088 --> 00:16:32,092 How can you assure us that it'll be done in a positive light? 362 00:16:32,258 --> 00:16:34,602 I think, when it comes to all of the brand partners... 363 00:16:34,827 --> 00:16:38,434 Like the way that Ban will be portrayed in the Elm will be... 364 00:16:38,698 --> 00:16:40,041 There's no way I would disparage Ban 365 00:16:40,199 --> 00:16:41,837 because, again, at the end of the day you are my partner. 366 00:16:41,934 --> 00:16:43,675 - I think that was the main concern. - Yeah. 367 00:16:43,803 --> 00:16:45,510 I don't know that we have... 368 00:16:45,605 --> 00:16:47,380 We're pretty excited about it, 369 00:16:47,473 --> 00:16:48,884 Is there a number that you guys want to hit 370 00:16:48,975 --> 00:16:51,182 that's the amount you'd want to commit to something like this? 371 00:16:52,211 --> 00:16:54,851 I think in that 50-range. I think you were talking... 372 00:16:55,047 --> 00:16:57,459 - Amazing! That's great. Great to meet you. - Great to meet you. 373 00:16:57,517 --> 00:16:58,860 - Great meeting you. - Great presentation, 374 00:16:58,951 --> 00:17:01,454 - Thank you, - We're really looking f onward to it, 375 00:17:02,121 --> 00:17:04,692 One down, about 15 to go, 376 00:17:05,658 --> 00:17:07,968 But I mean, as they say, 377 00:17:08,961 --> 00:17:10,531 smells like a brand new day. 378 00:17:10,696 --> 00:17:11,902 With Ban on board, 379 00:17:11,998 --> 00:17:14,478 Richard thought I should talk ta an old lawyer friend of his. 380 00:17:14,634 --> 00:17:16,910 That way I know exactly what I can promise folks, 381 00:17:17,003 --> 00:17:19,176 not to mention, what I can and cant say about them. 382 00:17:19,238 --> 00:17:20,683 - Hey, Rick? - YES, 383 00:17:20,740 --> 00:17:23,152 - Hi. I'm Morgan Spurlock. - Hi. Nice to see you. 384 00:17:23,209 --> 00:17:24,415 - Good to see you. How've you been? - Good. 385 00:17:24,977 --> 00:17:27,583 Richard called you, told you about the mm we're about to make 386 00:17:27,680 --> 00:17:30,422 and we need some real legal advice. 387 00:17:30,983 --> 00:17:33,054 We're making a movie called The Greatest Movie Ever Sold. 388 00:17:33,152 --> 00:17:34,324 The most important question, 389 00:17:34,387 --> 00:17:37,061 what's going to keep me from getting sued in making this movie? 390 00:17:37,156 --> 00:17:38,567 I think you'll probably be okay 391 00:17:38,658 --> 00:17:42,435 because the whole set up of the Elm establishes the context. 392 00:17:42,528 --> 00:17:45,998 So I can say something's the "greatest" and not have an issue with it? 393 00:17:46,332 --> 00:17:47,402 YES, 394 00:17:47,500 --> 00:17:51,505 Film can be a documentary, in which case everything should be real, 395 00:17:51,671 --> 00:17:53,344 and Elm can be completely Fiction. 396 00:17:53,406 --> 00:17:58,287 And most commercials, most advertising is slice of life, it's completely fictional. 397 00:17:58,411 --> 00:18:02,018 The flip side Of that, we sometimes call "faction. " 398 00:18:02,081 --> 00:18:03,355 So wait, What's "faction"? 399 00:18:03,616 --> 00:18:06,722 Faction is when you've combined documentary, 400 00:18:06,786 --> 00:18:12,134 or factual, or historical information with speculation or notion. 401 00:18:12,391 --> 00:18:15,736 Where you've got a mix of fact 402 00:18:15,895 --> 00:18:21,106 and then something that you as a director, or an author writing a book, 403 00:18:21,367 --> 00:18:24,940 really has an obligation to indicate to the audience 404 00:18:25,404 --> 00:18:30,877 what is the historical fact and what is the speculation in a typical work of faction, 405 00:18:30,943 --> 00:18:34,891 If I say that these are the greatest sunglasses anybody could ever wear, 406 00:18:35,047 --> 00:18:36,253 in The Greatest Movie Ever Sold. 407 00:18:36,382 --> 00:18:38,259 Can I... On the inverse, 408 00:18:38,384 --> 00:18:41,729 can I say that every other sunglasses are the worst sunglasses ever made? 409 00:18:41,921 --> 00:18:45,130 You know, if you're saying everything that's a sponsor is the greatest 410 00:18:45,224 --> 00:18:47,431 and everything else is trash, 411 00:18:47,493 --> 00:18:50,235 people seeing the film are going to get that you're making a point 412 00:18:50,396 --> 00:18:53,138 and that it's not a personal endorsement. 413 00:18:53,232 --> 00:18:57,510 So, you're a very powerful attorney here in New York City. 414 00:18:57,603 --> 00:18:59,276 You're a partner in the firm. 415 00:18:59,505 --> 00:19:01,416 So how much did this hour just cost me? 416 00:19:03,009 --> 00:19:05,011 My rate's $770 an hour, 417 00:19:05,845 --> 00:19:10,089 But, advertising has its value so this is advertising for me, 418 00:19:10,249 --> 00:19:14,026 So the question is how much does it cost me to be in your movie? 419 00:19:15,287 --> 00:19:18,461 Ah' the big Hollywood blockbusters have tie-ins with fast food restaurants. 420 00:19:18,791 --> 00:19:20,270 Cups, toys, you name it. 421 00:19:20,760 --> 00:19:22,296 None of those guys would calf me back. 422 00:19:22,528 --> 00:19:24,633 Bu! I did find one Central Pennsylvania staple 423 00:19:24,764 --> 00:19:26,766 who thought this could be right up their alley, 424 00:19:27,099 --> 00:19:31,673 They were so excited they even flew me to their offices in their private plane. 425 00:19:32,872 --> 00:19:34,783 As I said, I am a fan of Sheetz. 426 00:19:35,341 --> 00:19:37,116 I love Sheetz, 427 00:19:37,176 --> 00:19:39,281 - Are you blowing sunshine up our ass? - I am. 428 00:19:39,345 --> 00:19:40,619 - Okay. - In a great way, 429 00:19:41,614 --> 00:19:43,389 Shameless marketing, 430 00:19:43,482 --> 00:19:46,656 More shameless plugs, that's what we want to do for Sheetz, 431 00:19:46,786 --> 00:19:48,060 We're going to be traveling around talking 432 00:19:48,154 --> 00:19:51,067 about the impact of product placement, marketing and advertising, 433 00:19:51,157 --> 00:19:53,967 talking to people along the way. And where better to talk to people, 434 00:19:54,393 --> 00:19:56,202 - than at a Sheetz? - True. 435 00:19:56,295 --> 00:19:57,706 At a gas pump, 436 00:19:57,797 --> 00:19:59,868 I want to hear people, what they think about products, 437 00:19:59,965 --> 00:20:01,137 What do they think about Sheetz? 438 00:20:01,200 --> 00:20:02,838 And again, when we're going to interview people 439 00:20:02,902 --> 00:20:05,906 we wanna make sure we interview people right inside of a Sheetz location. 440 00:20:06,238 --> 00:20:08,343 We want ID Sit down and have interviews With someone Who... 441 00:20:08,407 --> 00:20:10,717 - Have a sandwich. - Yeah, we'll have a sandwich. 442 00:20:10,910 --> 00:20:13,720 Here I am enjoying a meatball sub talking to this gentleman. 443 00:20:13,813 --> 00:20:16,020 We're talking about product placement, 444 00:20:16,248 --> 00:20:19,092 And so maybe we'll talk to somebody who's against product placement, 445 00:20:19,185 --> 00:20:21,495 who's against advertising, against marketing in Elms. 446 00:20:21,654 --> 00:20:23,531 We'll talk to them inside of a Sheetz, 447 00:20:23,723 --> 00:20:26,431 - While they have the product in their hand, - Of course. That's the best part. 448 00:20:26,525 --> 00:20:28,334 Cool. All right, yeah, 449 00:20:28,994 --> 00:20:31,031 And for me, what I'm really excited about, 450 00:20:31,163 --> 00:20:34,542 is to have Sheetz be the home of our collector cups. 451 00:20:34,900 --> 00:20:38,541 Of course, the fleet truck, for The Greatest Movie Ever Sold. 452 00:20:38,604 --> 00:20:41,744 There's the cup where you'll get The Greatest Floozie You'll Ever Drink, 453 00:20:41,841 --> 00:20:42,842 Right inside there, 454 00:20:42,908 --> 00:20:45,855 And of course, "Holy Sheetz, I can't believe how many choices there are!" 455 00:20:46,278 --> 00:20:48,849 "Collect all four at your Sheetz. " 456 00:20:49,548 --> 00:20:52,290 See? First time ever, documentary with collector cups, 457 00:20:52,785 --> 00:20:54,423 They're going to be on that like a wet T-shirt, 458 00:20:54,553 --> 00:20:57,762 That's right. That's big right there, That's big, 459 00:20:57,923 --> 00:21:00,961 What do you think are the probability of negative press is? 460 00:21:01,060 --> 00:21:05,372 Is that, like, "Here's this jerk who's making 461 00:21:05,431 --> 00:21:09,641 "this horrible, horrible marketing movie 462 00:21:09,869 --> 00:21:12,713 "with the assumption that Americans are idiots. " 463 00:21:13,305 --> 00:21:16,047 Okay? And then that's what they talk about on E! or something. 464 00:21:16,108 --> 00:21:20,318 "Morgan is an idiot and he thinks all of Americans are idiots 465 00:21:20,412 --> 00:21:23,052 "and all the people who sponsored this film are idiots. 466 00:21:23,149 --> 00:21:25,891 "They're bigger idiots. " What does that do 10 Our brand? 467 00:21:25,985 --> 00:21:29,296 This Elm will literally talk about this thing that is in front of all of us. 468 00:21:29,388 --> 00:21:31,595 That is, literally, right there every day 469 00:21:31,657 --> 00:21:33,637 and bring it home in a way that just makes us think about it, 470 00:21:33,726 --> 00:21:36,104 recognize it. I don't think people will look at you like you're stupid, 471 00:21:36,162 --> 00:21:39,075 I think people will look at you like, "These people were brave enough 472 00:21:39,231 --> 00:21:41,302 "to be a par! of this because they're not afraid of their brand," 473 00:21:41,400 --> 00:21:42,401 Is there a plot? 474 00:21:42,802 --> 00:21:44,475 Or is it just shameless marketing? 475 00:21:44,603 --> 00:21:50,110 No. The plot is literally me trying to find the people to support a film like this, 476 00:21:50,442 --> 00:21:53,912 that talks about the topic. This is the," This is the movie right now. 477 00:21:54,113 --> 00:21:55,524 This is it. it's happening, 478 00:21:55,614 --> 00:21:59,084 Is there a base number, though, of what you guys are comfortable saying, 479 00:21:59,251 --> 00:22:00,992 - "We'll commit to this"? - YES. 480 00:22:01,120 --> 00:22:04,192 A hundred. We had Said We'd commit to 100 as a base 481 00:22:04,857 --> 00:22:07,428 - Thank you. It was a pleasure. - It was a pleasure to meet you, 482 00:22:08,194 --> 00:22:09,605 Can we take these mics off? 483 00:22:09,762 --> 00:22:11,673 Couldn't have gone any better than that I don't think. 484 00:22:12,431 --> 00:22:13,535 Or maybe it could have, 485 00:22:13,766 --> 00:22:15,677 I don't know if he's blowing sunshine up our ass 486 00:22:15,768 --> 00:22:19,773 trying to get money out of us, or... You know, I mean, what's going on here? 487 00:22:19,839 --> 00:22:22,183 This is all about marketing, you know what I mean? 488 00:22:22,541 --> 00:22:24,817 Are we really friends yet? 489 00:22:25,344 --> 00:22:27,153 I don't know if we're friends yet. 490 00:22:27,346 --> 00:22:29,019 Meanwhile, on the other side of the country, 491 00:22:29,114 --> 00:22:31,560 I Think I may have finally found a drink sponsor 492 00:22:31,650 --> 00:22:33,994 Iris not Coke or Pepsi They wouldn’t call me back either 493 00:22:34,053 --> 00:22:37,227 It tums out; though, that POM Wonderful 100% Pomegranate Juice 494 00:22:37,323 --> 00:22:42,170 is filled with antioxidants, is apparently 40% as effective as Viagra, 495 00:22:42,228 --> 00:22:46,802 and is a multimillion dollar corporation that takes a unique approach to marketing. 496 00:22:46,866 --> 00:22:50,006 The way that I wanna see POM, or when we first see POM in the movie, 497 00:22:50,135 --> 00:22:52,411 or End out you are on, is we get the call. 498 00:22:52,905 --> 00:22:55,476 Maybe you guys are gonna be in, "We're gonna do it. 499 00:22:55,541 --> 00:22:56,849 "We wanna be the official beverage. " 500 00:22:56,976 --> 00:22:59,980 And so then every other beverage in the movie is blurred out. 501 00:23:00,846 --> 00:23:03,087 We will never see another beverage in the movie, 502 00:23:03,182 --> 00:23:05,184 Every other thing will start to become blurry except for POM. 503 00:23:05,251 --> 00:23:06,924 There's been all those times where 504 00:23:07,019 --> 00:23:08,521 there's been product placement in movies 505 00:23:08,587 --> 00:23:10,396 and integration. We want to take it one step further 506 00:23:10,489 --> 00:23:14,198 where we want to be the first movie ever to actually have 30-second commercials 507 00:23:14,260 --> 00:23:15,568 right in the middle of the film. 508 00:23:16,095 --> 00:23:20,100 So we're gonna shoot commercial spots. There'll be three spots throughout the mm, 509 00:23:20,199 --> 00:23:22,076 as I said, our top three sponsors. 510 00:23:22,268 --> 00:23:23,338 The above-the-title sponsors 511 00:23:23,402 --> 00:23:25,279 and the other two which will have 30 second spots 512 00:23:25,371 --> 00:23:27,248 of which POM would be a great commercial, 513 00:23:27,339 --> 00:23:29,580 We have some really good ideas that we could do something with that. 514 00:23:29,675 --> 00:23:32,053 There's no better marketer than NASCAR, 515 00:23:32,344 --> 00:23:35,917 NASCAR does a great job about showing their loyalty to brands, 516 00:23:36,081 --> 00:23:38,254 showing their partners with brand sponsorships, 517 00:23:38,350 --> 00:23:41,263 and one of the things they do so well is the NASCAR suit. 518 00:23:41,420 --> 00:23:43,263 The Greatest Movie Ever Sold needs to have a suit, 519 00:23:43,355 --> 00:23:46,199 So then, when I go out and go on the late night programs, 520 00:23:46,258 --> 00:23:49,296 of course I'll be wearing my Greatest Movie Ever Sold suit, 521 00:23:49,395 --> 00:23:52,399 which of course will have a giant POM Wonderful logo on it, 522 00:23:52,464 --> 00:23:54,910 Other sponsor logos, you know, covering it throughout. 523 00:23:55,234 --> 00:23:56,304 And So that's me end, 524 00:23:56,402 --> 00:23:58,245 As you can see I'm at the end of my POM bottle, 525 00:23:58,304 --> 00:23:59,544 Look how happy I am, 526 00:24:00,039 --> 00:24:03,145 And so we would love to have you guys be the official beverage, 527 00:24:03,242 --> 00:24:05,620 What questions do you have for me? What can I answer for you? 528 00:24:05,711 --> 00:24:10,820 We're an extremely high quality product with a real brand image to uphold, 529 00:24:11,550 --> 00:24:14,087 How do we know that the other sponsors you're gonna put in the film 530 00:24:14,153 --> 00:24:15,564 are com compatible with that? 531 00:24:15,721 --> 00:24:18,395 The brands we wanna go after are the brands that really reflect 532 00:24:18,557 --> 00:24:21,663 what I think the movie stands for, what I stand for. 533 00:24:22,294 --> 00:24:24,467 Doing something different, doing something innovative. 534 00:24:24,563 --> 00:24:29,512 We think that you represent POM in a way, and POM represents you. 535 00:24:29,601 --> 00:24:31,444 We're compatible together. 536 00:24:31,837 --> 00:24:33,578 So that's why I'm attracted to it. 537 00:24:33,906 --> 00:24:37,183 The other thing is full transparency is very important to us. 538 00:24:37,509 --> 00:24:40,353 I think it's important that people know how much we spent 539 00:24:40,446 --> 00:24:44,417 to get in this movie and that we actually paid for it, because," 540 00:24:44,516 --> 00:24:46,257 - Why not? - Do you have any concerns? 541 00:24:46,518 --> 00:24:47,861 Of course, 542 00:24:48,587 --> 00:24:51,295 I wouldn't be a Jewish mother if I didn't have concerns. 543 00:24:51,924 --> 00:24:57,033 But par! of being out there and being successful is taking chances, 544 00:24:57,196 --> 00:24:58,300 You know? 545 00:24:58,430 --> 00:25:01,274 So this is uncharted territory, which is exciting for us. 546 00:25:01,433 --> 00:25:03,310 - POM was uncharted territory. - Right. 547 00:25:03,602 --> 00:25:08,176 So on your title card, it said "Brand X - The Greatest Movie Ever Sold," 548 00:25:08,340 --> 00:25:11,514 Is Brand X what you're going to put on there or are you open to... 549 00:25:11,610 --> 00:25:13,180 No, it's going to be POM Wonderful, 550 00:25:13,312 --> 00:25:15,883 - Is it gonna be POM Wonderful? - Well, I mean, it could be, 551 00:25:16,015 --> 00:25:19,326 - If we make a deal. - Now we're getting down to brass lacks, 552 00:25:19,518 --> 00:25:23,989 If you want to be Brand X, which I would love for POM to be Brand X... 553 00:25:24,690 --> 00:25:27,136 POM Wonderful presents The Greatest Movie Ever Sold. 554 00:25:27,292 --> 00:25:29,670 We wanna sell the above-the-title sponsorship for a million dollars. 555 00:25:29,728 --> 00:25:33,642 Does a million dollars come with 100% complete satisfaction guarantee? 556 00:25:33,966 --> 00:25:35,309 For me? Yes. 557 00:25:49,081 --> 00:25:51,322 Talk about the amenities that the Hyatt has to offer, 558 00:25:54,653 --> 00:25:59,033 In the film, I'll come visit you guys and pitch you about being in the film, 559 00:25:59,091 --> 00:26:01,537 Have you ever done any product placement or anything like this? 560 00:26:01,593 --> 00:26:02,594 NO, 561 00:26:02,694 --> 00:26:05,004 And now I'd rather know what we get? What do we get? 562 00:26:05,230 --> 00:26:06,732 - So, are you in? - We're in. 563 00:26:09,668 --> 00:26:11,773 Mini Cooper, official car of The Greatest Movie Ever Sold. 564 00:26:11,870 --> 00:26:12,940 Are we getting seven? 565 00:26:30,689 --> 00:26:33,033 Maybe I shouldn’t be celebrating just yet. 566 00:26:33,092 --> 00:26:35,197 Even with ah' these brands signed on to the movie, 567 00:26:35,260 --> 00:26:37,536 believe it or not POM just won? give me the million dollars. 568 00:26:37,863 --> 00:26:40,776 For that to happen, I have to accomplish a lot of other things. 569 00:26:40,866 --> 00:26:43,369 Like show on over 250 screens worldwide, 570 00:26:43,435 --> 00:26:45,540 Sell 500000 downloads and DVDS, 571 00:26:45,704 --> 00:26:48,082 generate more than 600 million media impressions, 572 00:26:48,140 --> 00:26:50,711 and make more than $10 miff ion at the box office. 573 00:26:50,976 --> 00:26:53,217 And then there's what's in all other contracts! 574 00:26:53,745 --> 00:26:57,056 I can only stay at a Hyatt /have to pump gas at a Sheetz, 575 00:26:57,216 --> 00:26:59,287 I can only eat Amy's Pizza, 576 00:26:59,384 --> 00:27:01,887 I can? disparage the entire country of Germany 577 00:27:01,987 --> 00:27:04,991 and I have to conduct an interview in one of JetBLue's aircraft. 578 00:27:05,090 --> 00:27:07,127 Ana that's just me rip of the iceberg. 579 00:27:08,327 --> 00:27:09,635 As all these contracts are coming in, 580 00:27:09,728 --> 00:27:14,143 I'm just a bit overwhelmed, at a loss, confused. 581 00:27:14,233 --> 00:27:18,943 So with POM, based on this contract, can I drink anything else in the movie? 582 00:27:19,004 --> 00:27:20,074 I don't think you can, 583 00:27:20,172 --> 00:27:23,244 And I would certainly recommend against it because, I think it sort of goes... 584 00:27:23,308 --> 00:27:25,618 Even if there's not an explicit prohibition, 585 00:27:25,677 --> 00:27:29,454 you've got to show some deference to this sponsor and this product. 586 00:27:29,748 --> 00:27:32,592 It says here we're gonna give them the right to use content of the mm, 587 00:27:32,651 --> 00:27:34,927 Do we get to decide what content that is? 588 00:27:35,154 --> 00:27:39,796 Most of these sponsors are looking for sort of a reciprocal quid pro quo thing 589 00:27:39,992 --> 00:27:44,441 where you're gonna use their brands, but they do want a piece of this movie 590 00:27:44,596 --> 00:27:46,507 and to be able to associate themselves with the movie 591 00:27:46,598 --> 00:27:49,101 and with the valuable name and image of Morgan Spurlock, 592 00:27:49,334 --> 00:27:52,645 They're asking for final approval of the Elm. Do we have to show them the whole movie? 593 00:27:52,771 --> 00:27:54,011 If they have have approval of the whole mm, 594 00:27:54,106 --> 00:27:55,847 yes, you'd have to show them the whole movie. 595 00:27:55,941 --> 00:27:57,682 But do... We don't have to... 596 00:27:57,776 --> 00:28:00,484 Do we have to do that or can we just show them pieces of the film? 597 00:28:00,646 --> 00:28:02,455 This is a multi-national brand, 598 00:28:02,781 --> 00:28:06,058 and they're very protective about how they're going to be perceived, 599 00:28:06,151 --> 00:28:07,528 and how their brand is going to be perceived. 600 00:28:07,853 --> 00:28:09,560 I feel like we're losing... 601 00:28:09,655 --> 00:28:12,135 I'm gonna lose the ability to actually have control over the movie, 602 00:28:13,859 --> 00:28:16,135 And I just need you to tell me", 603 00:28:16,795 --> 00:28:18,570 Or you tell me if I am, 604 00:28:18,664 --> 00:28:21,372 I just wanna know that I can still make the movie I wanna make. 605 00:28:21,533 --> 00:28:23,240 How much influence are they gonna have over the movie? 606 00:28:23,468 --> 00:28:25,072 It depends on the movie that you wanna make. 607 00:28:25,370 --> 00:28:27,179 At the end of the day, it's your voice 608 00:28:28,407 --> 00:28:32,719 and it's gonna be your reputation as a filmmaker that you have to protect, 609 00:28:32,878 --> 00:28:38,419 You have to stand up for what you believe is working for the mm 610 00:28:38,517 --> 00:28:40,690 and what isn't working for the film. 611 00:28:40,986 --> 00:28:42,397 - You have a couple of choices, - Okay. 612 00:28:42,487 --> 00:28:46,367 One choice is to allow yourself to be co-opted a little bit. 613 00:28:47,259 --> 00:28:50,103 That's you know... You dip your toe in the water, 614 00:28:50,562 --> 00:28:52,405 Pretty soon you're putting your foot in the water, 615 00:28:52,497 --> 00:28:53,874 pretty soon you're swimming, 616 00:28:53,932 --> 00:28:55,741 And you don't think you're changing, 617 00:28:56,101 --> 00:28:58,012 You just say, "Okay, I'll do a little more," 618 00:28:58,370 --> 00:29:01,010 You end up swimming, that's what they're anticipating, 619 00:29:01,173 --> 00:29:03,414 The other option is to resist, 620 00:29:04,009 --> 00:29:07,752 and maybe end up in Montana growing your own food, 621 00:29:08,113 --> 00:29:12,027 This movie is actually documentary evidence 622 00:29:12,884 --> 00:29:15,797 of how fucked up marketing is, 623 00:29:16,088 --> 00:29:18,261 It's shrill, it's ever-present. 624 00:29:19,925 --> 00:29:24,135 Whatever... If there was ever anything pristine about the world we live in, 625 00:29:24,229 --> 00:29:25,401 it no longer is, right? 626 00:29:25,464 --> 00:29:30,072 Because you can't go anywhere without encountering this stuff. 627 00:29:30,402 --> 00:29:32,575 First thought, what's it gonna do to Morgan Spurlock? 628 00:29:33,238 --> 00:29:36,776 And what's it going to do to the satire and the spoof? 629 00:29:37,142 --> 00:29:40,646 Because you can satirize and spoof yourself out of your objective. 630 00:29:41,213 --> 00:29:45,389 But out of this mm might come a transformed, commercialized, 631 00:29:45,717 --> 00:29:48,061 corporatized Morgan Spurlock, 632 00:29:48,587 --> 00:29:51,067 And you'll never be able to shake the identity. 633 00:29:51,823 --> 00:29:54,064 That's your peril. That's your challenge, 634 00:29:54,559 --> 00:29:56,732 Well, have you got a pair of these? 635 00:29:58,797 --> 00:30:01,107 - They're giving you products, too? - These are Merrells. 636 00:30:01,166 --> 00:30:03,476 You're gonna be completely clothed with their products? 637 00:30:03,568 --> 00:30:05,411 Absolutely. And this is a fantastic shoe. 638 00:30:05,470 --> 00:30:07,416 - What is it? - This is B Merrell, 639 00:30:08,106 --> 00:30:09,517 - Merrell? - Merrell, yeah, 640 00:30:09,841 --> 00:30:12,583 - Where is it made? - Merrell, they're made in America, 641 00:30:12,644 --> 00:30:13,679 - Wow. - Yeah, 642 00:30:14,346 --> 00:30:15,848 Right here in the US of A, 643 00:30:16,248 --> 00:30:18,319 - Is it new? - They've been out a few years. 644 00:30:18,417 --> 00:30:19,623 I've had a pair of these before, 645 00:30:19,751 --> 00:30:21,924 and so we called them because actually, I'm a fan. 646 00:30:22,020 --> 00:30:24,626 - Yeah, how's the arch support? - it's great. 647 00:30:24,856 --> 00:30:26,597 - And the water? - The waters good, 648 00:30:26,692 --> 00:30:28,763 They make boots that are waterproof as well. 649 00:30:28,927 --> 00:30:32,534 - So where are they sold? - They're sold in outdoor stores and," 650 00:30:32,631 --> 00:30:34,042 - Catalogs? - And catalogs, 651 00:30:34,132 --> 00:30:35,805 Merrell. com, at their website. 652 00:30:37,502 --> 00:30:38,776 - I'll have to look at that, - Yeah, 653 00:30:38,837 --> 00:30:40,874 - Yeah. This is a good shoe. - Yeah. 654 00:30:57,389 --> 00:30:59,164 Tell you one thing I'm glad of, 655 00:30:59,224 --> 00:31:02,296 is that I'm not driving some piece of shit Volkswagen right now. 656 00:31:03,495 --> 00:31:05,304 Like, this car runs so good. 657 00:31:05,364 --> 00:31:08,243 It is, like, the greatest machine you could have on the road. 658 00:31:08,333 --> 00:31:10,506 Gets the best gas mileage. It looks amazing, 659 00:31:10,569 --> 00:31:13,175 How good do these cars look? They look incredible. 660 00:31:15,173 --> 00:31:16,846 Everybody seems to have a differing opinion, 661 00:31:16,975 --> 00:31:19,216 Can you still have credibility once a brand gets involved? 662 00:31:19,311 --> 00:31:20,881 I would argue it depends on what kind of show it is. 663 00:31:20,979 --> 00:31:25,223 If it's like a GRAMMY... An Emmy Award winning drama, 664 00:31:25,317 --> 00:31:27,729 - like, I don't know, ER... - Law & Order 665 00:31:27,819 --> 00:31:31,232 Law & Order: I would say that's a little more foreign, 666 00:31:31,323 --> 00:31:33,701 If it's more of a breezy show, or a reality show... 667 00:31:33,825 --> 00:31:35,896 Reality and sports, all bets are off already. 668 00:31:36,061 --> 00:31:38,371 It's already off. Another question is comedies and dramas, 669 00:31:38,497 --> 00:31:41,171 That's the prime real-estate of network TV. 670 00:31:41,333 --> 00:31:44,109 What is the most egregious product placement you've ever seen? 671 00:31:44,202 --> 00:31:48,207 In the last two years, we're seeing people say things in dialog 672 00:31:48,273 --> 00:31:49,718 that WAS intended for the show. 673 00:31:49,841 --> 00:31:51,377 "I couldn't have been here without Dr. Pepper!" 674 00:31:51,443 --> 00:31:53,252 Maybe if you stopped drinking so much Dr. Pepper. 675 00:31:53,345 --> 00:31:54,346 We're on a road trip. 676 00:31:54,413 --> 00:31:56,552 Drinking Dr. Pepper is practically a requirement, 677 00:31:56,615 --> 00:31:58,185 "I love that Subway $5 Footlong!" 678 00:31:58,383 --> 00:31:59,384 What can I do for you, son? 679 00:31:59,518 --> 00:32:01,589 I got an extra Chicken Teriyaki Footlong. 680 00:32:01,686 --> 00:32:04,360 I thought someone would be interested in. 681 00:32:04,623 --> 00:32:06,796 - I think that's really... - That's fantastic. 682 00:32:06,892 --> 00:32:08,269 Holy mother, whats going on there? 683 00:32:08,460 --> 00:32:10,633 - No one says that, no one acts that way... - Nobody acts that way. 684 00:32:10,729 --> 00:32:13,767 No one acts that way. It's always unnatural and it's forced- 685 00:32:13,865 --> 00:32:16,038 it's so forced that you go, "I'm not watching a show, 686 00:32:16,101 --> 00:32:18,479 "I'm watching a commercial. " And that ruins the whole experience, 687 00:32:18,870 --> 00:32:22,113 Brian Steinberg may hate it when product placement is too obvious, 688 00:32:22,207 --> 00:32:23,709 but since Pm contractually obligated, 689 00:32:23,775 --> 00:32:27,086 to do an interview in JetBlue's new state-of-the-art Terminal 5, 690 00:32:27,379 --> 00:32:29,052 I thought this would be a great place 691 00:32:29,114 --> 00:32:31,151 to talk to someone who thinks the bigger problem 692 00:32:31,249 --> 00:32:33,786 is that people don? know they're being advertised to. 693 00:32:34,252 --> 00:32:35,754 Robert Weissman is the president 694 00:32:35,821 --> 00:32:37,892 of the consumer advocacy group Public Citizen, 695 00:32:37,956 --> 00:32:39,799 and he’s championing a radical way 696 00:32:39,891 --> 00:32:42,428 to differentiate advertisements from entertainment. 697 00:32:42,894 --> 00:32:45,170 With product placement, what do you think Should be done? 698 00:32:45,897 --> 00:32:47,342 In Elms and television... 699 00:32:47,499 --> 00:32:49,445 The most important thing, especially for television, 700 00:32:49,501 --> 00:32:52,243 is to have simultaneous labeling 701 00:32:52,304 --> 00:32:55,444 that people are being hit with an advertisement at the moment they are, 702 00:32:55,507 --> 00:32:57,180 - Right. - There should be some little pop-up 703 00:32:57,275 --> 00:32:58,982 that comes on and says, "Advertisement. " 704 00:32:59,077 --> 00:33:01,751 It could be a scroll at the bottom, a little pop-up, whatever. 705 00:33:01,813 --> 00:33:03,349 At the moment that people are being advertised to 706 00:33:03,448 --> 00:33:05,428 they should know they're being advertised to, 707 00:33:05,650 --> 00:33:11,100 The advertisers in the television industry say, “The horror! That'd be terrible. " 708 00:33:11,189 --> 00:33:12,998 Because it would create clutter on the screen. 709 00:33:13,091 --> 00:33:14,832 - Right. - But anyone who's watched television 710 00:33:14,993 --> 00:33:16,836 fol" betweeen"I three and 10 seconds 711 00:33:16,928 --> 00:33:20,501 knows there's tons of clutter on the screen almost all the time 712 00:33:20,599 --> 00:33:24,103 There's the logo for the network, there's pop-up advertisements, 713 00:33:24,169 --> 00:33:26,445 - there's emergency things going across", - Yeah, 714 00:33:26,505 --> 00:33:28,712 ...different programs, there's two streams going across, 715 00:33:28,807 --> 00:33:30,616 and other stuff on the side, 716 00:33:30,709 --> 00:33:33,189 so there's already tons of clutter. 717 00:33:33,278 --> 00:33:38,557 If they can do clutter for advertisement, they can do a little additional piece 718 00:33:38,650 --> 00:33:44,692 to tell people that even in the core program, they're being exposed to an advertisement. 719 00:33:44,789 --> 00:33:49,204 Robert Weissman loooves JetBlue! Happy Jetting! 720 00:33:49,861 --> 00:33:51,340 Wow, gosh, Morgan, 721 00:33:52,230 --> 00:33:54,676 Pretty clever. Thanks for Hying me here for that, 722 00:33:56,167 --> 00:33:58,147 I guess you have more power than I thought, 723 00:34:00,672 --> 00:34:03,482 While Robert may be leading the charge to get rid of product placement 724 00:34:03,642 --> 00:34:05,383 another guy practically invented it. 725 00:34:05,911 --> 00:34:08,824 In Hollywood, if you need a can you call Norm. 726 00:34:09,381 --> 00:34:11,827 If you need a been you ca! Norm. 727 00:34:12,050 --> 00:34:16,089 In fact, if you need just about anything, you ca! one man, 728 00:34:16,655 --> 00:34:17,827 Norm Marshall. 729 00:34:18,023 --> 00:34:19,661 If anyone can tell me how much influence 730 00:34:19,724 --> 00:34:22,728 brands are going to have over my movie, it's him. 731 00:34:23,228 --> 00:34:25,230 Years ago, we represented Alka-Seltzer, 732 00:34:25,330 --> 00:34:31,076 And we got a call from one of our friends and he said, 733 00:34:31,169 --> 00:34:33,615 "Hey, the director just called a shot 734 00:34:33,705 --> 00:34:35,912 "and he wants the character, it's a comedy... 735 00:34:36,007 --> 00:34:38,351 "And he wants the character to chew an Alka-Seltzer tablet 736 00:34:38,410 --> 00:34:40,014 "and then foam at the mouth. " 737 00:34:40,078 --> 00:34:43,890 We immediately jumped in the middle of it and had a direct call to the director 738 00:34:43,949 --> 00:34:48,056 who immediately started giving me some push-back and I, you know... 739 00:34:48,386 --> 00:34:49,387 We couldn't resolve it, 740 00:34:49,454 --> 00:34:54,267 so I called the transportation coordinator and said "Billy, bring all the cars back. " 741 00:34:54,693 --> 00:34:59,938 So Billy went to the producer and said, "How'd you piss off Norm Marshall?" 742 00:35:00,532 --> 00:35:02,944 "Well, I just was talking to him about this Alka-Seltzer thing" 743 00:35:03,034 --> 00:35:04,604 "Well, he wants all his cars back. " 744 00:35:04,703 --> 00:35:07,877 And then he calls back and says, "We've changed the Alka-Seltzer scene," 745 00:35:07,973 --> 00:35:11,443 So those are the kinds of things that you can't do from Madison Avenue, 746 00:35:11,543 --> 00:35:16,049 or whatever, and that's how fluid the industry is, it changes very... 747 00:35:16,147 --> 00:35:17,558 - On a moment. - Yeah. 748 00:35:17,616 --> 00:35:19,994 Who has more power and influence in Hollywood, writers or brands? 749 00:35:22,087 --> 00:35:25,296 The individual writer on the individual show, if that show is successful, 750 00:35:25,390 --> 00:35:27,836 has more power than the individual brand, 751 00:35:27,926 --> 00:35:31,305 but overall there is going to be a moment, and I don't think it's very far off, 752 00:35:31,396 --> 00:35:35,469 where the larger brands, meaning the larger advertisers, 753 00:35:35,600 --> 00:35:39,241 can dictate to the network the conditions under which they're prepared to advertise, 754 00:35:39,404 --> 00:35:40,940 Do you guys ever recommend script changes? 755 00:35:41,239 --> 00:35:42,240 - Absolutely, - Yeah. 756 00:35:42,307 --> 00:35:43,786 - Doesn't always happen, but," - Right. 757 00:35:50,248 --> 00:35:52,785 Thank you for calling Straight Arrow Products. 758 00:35:56,655 --> 00:35:58,259 I've gotta try to keep a straight face, 759 00:35:59,824 --> 00:36:01,326 Are you there? Hello? 760 00:36:01,760 --> 00:36:03,330 - Hello, - Hey 761 00:36:03,595 --> 00:36:06,508 We just wanted to get a feel for the idea of the scene 762 00:36:06,598 --> 00:36:09,442 - and how you were gonna position... - For us, the whole goal 763 00:36:09,501 --> 00:36:12,812 is to try and put something in there... Products that we think that are interesting, 764 00:36:12,871 --> 00:36:15,818 that could be fun, that at the same time represent an extension", 765 00:36:15,874 --> 00:36:17,820 The extension of what we're trying to make with this film, 766 00:36:17,942 --> 00:36:19,785 That’s good 'cause that's what we liked about it. 767 00:36:19,878 --> 00:36:22,791 Because again, the image is to keep Mane 'n Tail fun. 768 00:36:22,981 --> 00:36:26,190 Yeah, I completely agree, and so for me, in the scene that we wanna do, 769 00:36:26,284 --> 00:36:29,288 you literally start off on a close-up of the bottle. 770 00:36:29,387 --> 00:36:30,457 Like, there's the bottle. 771 00:36:30,522 --> 00:36:32,695 You pull out to see here, you know, here we are in the bathtub. 772 00:36:32,791 --> 00:36:34,031 I'm there washing my hair, 773 00:36:34,125 --> 00:36:36,969 You pull out a little more, you see me washing my little boys hair, 774 00:36:37,128 --> 00:36:38,698 You pull out a little bit more, and as I turn to the left 775 00:36:38,797 --> 00:36:41,209 and there I am washing my Shetland pony in the tub, 776 00:36:41,332 --> 00:36:42,470 - There you go! - There you go! 777 00:36:42,667 --> 00:36:43,873 It works for us. 778 00:36:43,968 --> 00:36:46,141 We'll probably see a shot of it in the beginning, 779 00:36:46,204 --> 00:36:49,048 maybe have something in the middle where we have a phone call 780 00:36:49,140 --> 00:36:51,882 talking about the placement and then have it in the end. 781 00:36:52,410 --> 00:36:53,411 Perfect. 782 00:36:53,845 --> 00:36:55,324 Okay. That sounds good then. 783 00:36:55,513 --> 00:36:57,550 Anything else we can answer for you guys right now? 784 00:36:57,649 --> 00:36:58,855 No, that was just the concern. 785 00:36:58,917 --> 00:37:01,727 I wanted to hear exactly what you guys were gonna be doing with it 786 00:37:01,820 --> 00:37:03,026 in the SCENES and that's about if. 787 00:37:03,088 --> 00:37:05,591 We've been a genuine company for the past 40 years, 788 00:37:05,857 --> 00:37:07,666 - Right. - And we do not... 789 00:37:07,826 --> 00:37:10,602 And we do not just don't... Hey people have fun with us. 790 00:37:10,695 --> 00:37:13,574 They enjoy us. We have a well-rounded good will 791 00:37:13,665 --> 00:37:16,168 between our equine business and our human side. 792 00:37:16,334 --> 00:37:18,712 I mean, this is truly a rare product 793 00:37:18,903 --> 00:37:21,850 in the fact that it's crossed-over as successful as it has 794 00:37:22,073 --> 00:37:23,177 I completely agree, 795 00:37:23,274 --> 00:37:26,517 And it still continues to be used by horse and people so that will... 796 00:37:26,578 --> 00:37:30,788 And this is a worldwide product so we try to keep it fun and protect it. 797 00:37:30,882 --> 00:37:32,759 Well, guys, this is gonna be great. Thank you so much, 798 00:37:32,851 --> 00:37:34,387 and I'm so glad you guys want to be in the movie, 799 00:37:34,552 --> 00:37:37,362 NO, thank you for taking the time with us. 800 00:37:37,455 --> 00:37:38,934 Rm glad you liked me product. 801 00:37:39,190 --> 00:37:41,761 It's my pleasure, thank you, guys, All right. Bye-bye. Thanks, 802 00:37:41,893 --> 00:37:43,372 - Bye. - Bye-bye. 803 00:37:43,928 --> 00:37:45,271 Awesome I 804 00:37:45,563 --> 00:37:49,636 The official shampoo of The Greatest Movie Ever Sold Mane 'n Tail, 805 00:37:49,768 --> 00:37:52,806 My concern is storytelling, not story-selling, 806 00:37:52,904 --> 00:37:54,110 And I don't want to be someone 807 00:37:54,205 --> 00:37:56,879 who's trying shove a product down someone's throat, 808 00:37:56,941 --> 00:37:58,818 I'm trying to make people believe these characters are real. 809 00:37:58,910 --> 00:38:01,254 I've never been told, you know, 810 00:38:01,946 --> 00:38:05,951 “Have them hold it a little bit higher, and get a little bit closer to his face. " 811 00:38:06,050 --> 00:38:07,393 I've never been told that. 812 00:38:07,552 --> 00:38:11,796 Until I started directing movies, I didn't realize how it worked. 813 00:38:12,390 --> 00:38:16,338 And then two guys in suits come down to the set with a product and, like, 814 00:38:16,427 --> 00:38:19,431 "Yeah, you need to use this in the scene," I'm like, "What are you talking about?" 815 00:38:19,564 --> 00:38:22,977 I haven't done that much product placement in my movies 816 00:38:23,067 --> 00:38:26,412 because, for the most part, I've actually been usually refused. 817 00:38:27,238 --> 00:38:29,013 If I wanna use... 818 00:38:29,407 --> 00:38:31,512 I think all my first scripts 819 00:38:31,776 --> 00:38:34,655 always had some scene that took place at a Denny's, 820 00:38:34,979 --> 00:38:39,189 Because I had many scenes in my early 20s that took place at a Denny's. 821 00:38:39,617 --> 00:38:41,995 And Reservoir Dogs, 822 00:38:42,187 --> 00:38:45,634 in the original script the opening scene where they're all talking, at a Denny's. 823 00:38:45,757 --> 00:38:50,763 All right, the opening scene in Pulp Fiction, Pumpkin and Honey Bunny at a Denny's. 824 00:38:50,829 --> 00:38:52,968 - Yeah. - In both cases, Denny's goes, "No!" 825 00:38:53,832 --> 00:38:56,779 Truthfully, I don't ever notice it unless it's super obvious. 826 00:38:57,268 --> 00:39:00,681 And then when it's super obvious, it becomes ridiculously obvious 827 00:39:00,939 --> 00:39:03,180 and then it can break the reality. 828 00:39:03,641 --> 00:39:05,120 - Pardon me? - Is it advertising? 829 00:39:05,476 --> 00:39:06,546 Oh, fuck yeah, 830 00:39:06,711 --> 00:39:08,019 It's the movie business. 831 00:39:08,112 --> 00:39:13,061 And the game now is, "How cheap can you make that movie?" 832 00:39:13,151 --> 00:39:14,528 And "How much profit can you make?" 833 00:39:14,619 --> 00:39:17,463 For a long lime, people would say there's a line between art and commerce. 834 00:39:17,555 --> 00:39:19,364 Ls that line just getting thinner and thinner? 835 00:39:19,958 --> 00:39:24,964 There are still very, very powerful and very talented artists 836 00:39:25,496 --> 00:39:27,203 musically and in Elm, 837 00:39:27,298 --> 00:39:30,643 Like, bands like Radiohead, Filmmakers like Paul Thomas Anderson, 838 00:39:30,969 --> 00:39:32,812 who are clearly not interested in this. 839 00:39:33,471 --> 00:39:35,075 Artistic integrity, whatever, 840 00:39:35,306 --> 00:39:39,880 I mean, you know, how do you tell the story you intended to tell 841 00:39:40,144 --> 00:39:41,179 without compromising? 842 00:39:41,246 --> 00:39:43,385 Yes. There's a bit of compromise, 843 00:39:43,681 --> 00:39:46,161 but, like I said, if there's a car in a movie, 844 00:39:46,217 --> 00:39:51,997 why not be a car that a brand is helping reach your budget? 845 00:39:52,090 --> 00:39:53,660 Do you think it's selling out? 846 00:39:54,859 --> 00:39:56,668 To who? We're all selling out. 847 00:39:56,728 --> 00:39:58,571 GE is my boss, really, okay? 848 00:39:58,663 --> 00:40:04,909 They build jet engines and weapons systems and all kinds of crazy electronic appliances 849 00:40:05,003 --> 00:40:08,280 and they don't give a flying fuck about ark, 850 00:40:20,418 --> 00:40:21,761 So we have three spots that we're gonna look at, 851 00:40:21,853 --> 00:40:26,359 The first one looks at the healthful aspects of POM Wonderful 100% Pomegranate Juice. 852 00:40:26,424 --> 00:40:30,770 Where you see me right there in the middle of a pomegranate Held, 853 00:40:30,929 --> 00:40:33,034 There's only one problem, You can't shoot that spot 854 00:40:33,197 --> 00:40:35,199 because there are no pomegranates on the trees 855 00:40:37,068 --> 00:40:38,445 Did we miss the season? Isn't it in May? 856 00:40:38,536 --> 00:40:39,879 - Oh, yeah. - We missed it, 857 00:40:42,273 --> 00:40:44,776 So, this spot is called "POM on My Mind," 858 00:40:44,976 --> 00:40:48,788 I come out of the gym, it's hot in the city, I rub my eyes. 859 00:40:48,947 --> 00:40:52,759 As I look back out, everything in the world has this red tint to it. 860 00:40:52,884 --> 00:40:54,625 AS I walk down the street, I pass a donut shop, 861 00:40:54,719 --> 00:40:57,063 where all the donuts are stacked one on top of the other, 862 00:40:57,455 --> 00:41:00,402 And I just look at that, it's a little weird, and I walk past a fruit stand 863 00:41:00,458 --> 00:41:02,597 where all the apples are all stacked one on top of the other, 864 00:41:02,660 --> 00:41:04,970 What is going on? What alterior universe is this? 865 00:41:05,063 --> 00:41:07,270 Suddenly, all the women that I seem 866 00:41:08,599 --> 00:41:12,638 All Of their breasts are like this double Stacked uni-boob 867 00:41:12,737 --> 00:41:14,614 in the middle of their chest, I open up the fridge, 868 00:41:14,672 --> 00:41:15,912 there's what I want. 869 00:41:17,342 --> 00:41:21,984 Then, it's POM Wonderful 100% Pomegranate Juice. Getcha Some. 870 00:41:22,080 --> 00:41:25,493 Then all of a sudden I hear "Woof' and I look down, and there's my dog, 871 00:41:25,750 --> 00:41:27,457 looking up at me with two heads, 872 00:41:27,518 --> 00:41:29,930 as he turns his heads, and then that's the spot, 873 00:41:31,689 --> 00:41:35,603 It doesn't talk about our product attributes as much as the other one does. 874 00:41:35,660 --> 00:41:40,268 Yeah, yeah. It plays to the icon of the bottle, but right, doesn't talk about what's inside. 875 00:41:40,598 --> 00:41:44,444 This spot starts off with me popping up into the camera 876 00:41:44,836 --> 00:41:46,042 and I tap onto the lens. 877 00:41:47,839 --> 00:41:50,445 And it's like, literally it's a close-up right on my face. 878 00:41:50,942 --> 00:41:52,615 And the camera starts pulling out. 879 00:41:53,277 --> 00:41:56,554 And I go, "I wanna tell you a secret. 880 00:41:57,181 --> 00:41:58,888 "This is just between me and you, okay? 881 00:41:59,017 --> 00:42:03,557 "But I drink POM Wonderful 100% Pomegranate Juice. 882 00:42:04,122 --> 00:42:07,296 "All right?" Now, the camera keeps pulling back. 883 00:42:07,959 --> 00:42:10,872 "Now, not only is it loaded with antioxidants, 884 00:42:11,329 --> 00:42:15,004 "but it also improves blood flow and increases prostate health. 885 00:42:15,133 --> 00:42:16,806 "But, get this. 886 00:42:17,702 --> 00:42:23,175 "50% of men with mild erectile dysfunction experience stronger erections 887 00:42:23,808 --> 00:42:26,914 "after drinking it for only four weeks. " 888 00:42:27,478 --> 00:42:29,480 And the camera keeps pulling back, keeps pulling back. 889 00:42:29,547 --> 00:42:31,686 And I say, "Now who wouldn't want that. " 890 00:42:32,083 --> 00:42:34,393 And there I am standing with a giant erection. 891 00:42:35,086 --> 00:42:37,862 POM Wonderful 100% Pomegranate Juice, 892 00:42:38,990 --> 00:42:40,492 We'll be running that on TV. 893 00:42:40,658 --> 00:42:43,070 - Yeah... - I'm sure the FDA would love that one. 894 00:42:43,161 --> 00:42:44,401 This is a great campaign, 895 00:42:45,229 --> 00:42:48,335 This campaign on the web would get you more attention 896 00:42:48,433 --> 00:42:49,503 than you ever knew what to do with, 897 00:42:49,567 --> 00:42:52,844 It could potentially turn off some existing customers, no? 898 00:42:53,337 --> 00:42:54,509 Maybe, I don't know. 899 00:42:54,572 --> 00:42:56,916 I think you could be a little more subtle about it. 900 00:42:57,008 --> 00:43:00,182 From a commercial standpoint, do you want us to come up with other concepts? 901 00:43:00,278 --> 00:43:03,851 Wouldn't it be interesting if we took the Minute Maid example? 902 00:43:03,915 --> 00:43:06,919 Their juice has mainly apple juice, 903 00:43:07,018 --> 00:43:12,866 Ours is 100% Pomegranate juice and theirs is one-third of 1%. 904 00:43:13,024 --> 00:43:14,628 - Wow. - I wonder what you could do 905 00:43:14,725 --> 00:43:18,366 with the content Lynda presented in an advertising campaign. 906 00:43:18,429 --> 00:43:22,605 Yes. We would be very happy if you could, 907 00:43:22,800 --> 00:43:27,215 Okay. I'll go back to New York and I'll get to work on a new spot, 908 00:43:27,371 --> 00:43:28,873 - All right. Great! - Okay, great. Thanks, guys, 909 00:43:28,940 --> 00:43:29,975 Thanks for your time. 910 00:43:35,746 --> 00:43:36,747 So, 911 00:43:39,117 --> 00:43:42,621 just had every idea that I went in to pitch get shot down in the room. 912 00:43:43,454 --> 00:43:45,764 One, after the other, after the other. 913 00:43:46,290 --> 00:43:50,295 And then had them basically tell me what they want me to pitch 914 00:43:50,394 --> 00:43:55,275 which is basically their own takedown piece of every competitor they have, 915 00:43:59,637 --> 00:44:03,642 See part of this... Part of this movie is, which is awesome, 916 00:44:03,741 --> 00:44:06,312 is getting to see the inner-workings of all this stuff happening. 917 00:44:06,844 --> 00:44:09,450 But the other part of it, is like... 918 00:44:12,984 --> 00:44:14,486 At what pan... 919 00:44:15,486 --> 00:44:18,490 At what part do I let myself completely become a foil 920 00:44:18,823 --> 00:44:22,828 to do everybody else's bidding, you know? 921 00:44:50,188 --> 00:44:53,032 - Is there such a thing as truth in advertising? - Yes. 922 00:44:53,724 --> 00:44:57,069 Advertisements that say they're lying are telling the truth, 923 00:44:57,195 --> 00:45:00,233 What are some examples of the most egregious offenders 924 00:45:00,331 --> 00:45:03,210 of commercials or brands or products that mislead you? 925 00:45:03,301 --> 00:45:07,306 I have a lot in my memory, but I lather them with amnesia 926 00:45:07,371 --> 00:45:08,816 because they're so disgusting, 927 00:45:08,973 --> 00:45:11,249 Remember how we talked about eating better? 928 00:45:11,976 --> 00:45:14,479 Well, it starts today. 929 00:45:16,247 --> 00:45:19,854 What's deceptive about advertising is the answer that it gives 930 00:45:19,917 --> 00:45:21,157 to how we can be happy, 931 00:45:21,819 --> 00:45:23,765 The answer that it gives is that somehow, 932 00:45:23,854 --> 00:45:27,768 products are connected to our sense of well-being 933 00:45:27,925 --> 00:45:29,233 and to our sense of happiness. 934 00:45:29,527 --> 00:45:32,508 And I think that is kind of, the ultimate lie. 935 00:45:32,563 --> 00:45:34,839 'Cause what makes us happy is not the products. 936 00:45:34,899 --> 00:45:38,574 What makes us happy is what the products are seen as a conduit to, 937 00:45:38,736 --> 00:45:42,548 The whole spectacle is constantly telling you that you're nothing. 938 00:45:42,607 --> 00:45:47,522 You're nothing. You're inadequate. You're a loser. You're ugly, You're stupid, 939 00:45:47,878 --> 00:45:49,949 Unless you buy this thing, 940 00:45:50,181 --> 00:45:52,218 Now, how long does the feeling of contentment 941 00:45:52,283 --> 00:45:53,956 you're supposed to get from that thing, 942 00:45:54,051 --> 00:45:57,089 how long does that really last, assuming it even happens at all? 943 00:45:57,188 --> 00:45:59,259 It doesn't last. There is no such contentment 944 00:45:59,357 --> 00:46:02,531 You can't really be happy 945 00:46:04,128 --> 00:46:06,472 because of some purchase like that. 946 00:46:06,564 --> 00:46:08,043 So advertising tells us a great deal, 947 00:46:08,099 --> 00:46:11,808 Advertising tells us something very real about where people are, 948 00:46:12,436 --> 00:46:15,645 It's just that it's been disconnected from how to achieve it. 949 00:46:30,054 --> 00:46:33,558 The truth in advertising is a big thing people keep talking about- 950 00:46:33,658 --> 00:46:37,572 Is there truth in advertising? Can we trust what the ads say? 951 00:46:39,130 --> 00:46:41,576 Bigger thing is, can you trust what regular people say? 952 00:46:42,333 --> 00:46:44,404 Take that fish right there. 953 00:46:44,669 --> 00:46:47,172 Thai fish is Nemo 2, 954 00:46:47,905 --> 00:46:52,445 Nemo 1 died in a terrible drowning accident, apparently, in his own bowl, 955 00:46:52,610 --> 00:46:54,089 a few days ago, 956 00:46:54,779 --> 00:46:57,157 So while my little boy was still asleep, I came downstairs, 957 00:46:57,248 --> 00:46:59,819 fished him out, flushed him down the toilet, went to the pet store, 958 00:46:59,917 --> 00:47:03,091 got another one as close to the exact color as I could recollect 959 00:47:03,521 --> 00:47:04,522 Nemo 2. 960 00:47:05,256 --> 00:47:06,860 How long can I keep this going 961 00:47:06,957 --> 00:47:10,370 until my son actually realizes that it's not the same Nemo? 962 00:47:11,362 --> 00:47:12,363 I don't know. 963 00:47:13,197 --> 00:47:14,972 Truth in advertising. 964 00:47:17,468 --> 00:47:19,277 Is there truth in advertising? 965 00:47:20,805 --> 00:47:22,113 Yeah, I think there's some. 966 00:47:22,540 --> 00:47:26,784 Truth to me, honesty, integrity, character, Just be real about ii. 967 00:47:26,844 --> 00:47:28,380 No robbery without a gun, 968 00:47:28,479 --> 00:47:30,686 There's some honest advertising out there. There is. 969 00:47:30,781 --> 00:47:32,488 It does exist, and that's cool. 970 00:47:32,616 --> 00:47:34,823 But I just don't like Stuff that lies, 971 00:47:34,985 --> 00:47:36,794 There is definitely truth in advertising. 972 00:47:37,054 --> 00:47:39,728 You just have to gloss it a little bit to make people want to hear it. 973 00:47:39,824 --> 00:47:42,998 When you read the labels, the ingredients labels on food products 974 00:47:43,694 --> 00:47:47,073 and if you have any knowledge of what the stuff is that's in there, 975 00:47:47,631 --> 00:47:48,632 it's shocking, 976 00:47:48,699 --> 00:47:51,475 When you look at a juice bottle that says 100%, 977 00:47:52,303 --> 00:47:53,304 100% What? 978 00:47:53,471 --> 00:47:56,509 They think it's 100% real juice, and it's not, it's only 10% juice 979 00:47:56,574 --> 00:47:59,350 and they buy it and drink it and they think they're drinking something healthy, 980 00:47:59,410 --> 00:48:00,980 but its not. That's offensive to me 981 00:48:01,245 --> 00:48:03,851 Check the label. That’s what they tell us to do when we go shopping. 982 00:48:03,981 --> 00:48:05,824 But how much of what’s on the label can we really believe? 983 00:48:05,916 --> 00:48:08,988 Take this juice. Label has a glam picture of a pomegranate on it, 984 00:48:09,086 --> 00:48:12,499 blueberries front and center. Must be filled with all that good stuff, right? 985 00:48:12,656 --> 00:48:13,657 Well, guess again, 986 00:48:13,724 --> 00:48:15,704 99% of this juice is apple and grape. 987 00:48:15,826 --> 00:48:17,828 So how much pomegranate and blueberry is in it? 988 00:48:17,895 --> 00:48:19,033 Less than 1%. 989 00:48:19,096 --> 00:48:20,575 That's why I drink POM Wonderful, 990 00:48:20,664 --> 00:48:22,337 it's 100% pomegranate juice, 991 00:48:22,433 --> 00:48:25,004 You'd have to drink 90 of these, that's 80,000 calories 992 00:48:25,169 --> 00:48:28,013 to get the same amount of pomegranate juice that's in just one of these, 993 00:48:28,072 --> 00:48:29,380 Check the label on that one, 994 00:48:29,440 --> 00:48:31,078 POM Wonderful Get Real. 995 00:48:43,521 --> 00:48:44,465 Hello sir. Good morning, 996 00:48:44,555 --> 00:48:46,034 Welcome to Grand Hyatt Hotel, Sao Paulo, 997 00:48:46,123 --> 00:48:47,101 Thank you very much, 998 00:48:47,191 --> 00:48:49,137 As a diamond member, you have automatically 999 00:48:49,226 --> 00:48:51,228 an upgrade to our executive rooms. 1000 00:48:51,362 --> 00:48:54,571 After flying all night, I'm ready for a little sleepy time. 1001 00:49:01,639 --> 00:49:04,552 Sao Paulo is one of the largest cities in the Western Hemisphere, 1002 00:49:04,608 --> 00:49:06,610 And recently they've done something radical. 1003 00:49:06,911 --> 00:49:09,892 Passing a bill outlawing all outdoor advertising, 1004 00:49:10,080 --> 00:49:13,254 No billboards. No banners, no posters. Nothing. 1005 00:49:13,484 --> 00:49:15,987 Mayor Gilberto Kassab passed the bill into law 1006 00:49:16,120 --> 00:49:19,260 And Regina Monteiro, the director for urban planning of the city 1007 00:49:19,323 --> 00:49:21,599 was the one who originally came up with the idea, 1008 00:49:21,659 --> 00:49:23,900 What was the inspiration for the clean city law? 1009 00:49:24,295 --> 00:49:30,507 People became more and more aware 1010 00:49:30,968 --> 00:49:33,073 that the pollution in Sao Paulo 1011 00:49:33,571 --> 00:49:35,414 was one of its main problems. 1012 00:49:36,140 --> 00:49:40,646 And by "pollution" we not only mean air, water, or sound, 1013 00:49:40,744 --> 00:49:41,916 but also visual pollution, 1014 00:49:42,146 --> 00:49:43,682 We could no longer see the city. 1015 00:49:43,814 --> 00:49:45,760 We were just reading and reading, 1016 00:49:45,983 --> 00:49:50,955 I try to do things to change the city 1017 00:49:51,021 --> 00:49:54,093 so that Sao Paulo can be seen in the world 1018 00:49:54,158 --> 00:49:58,106 as something different since it does not have natural beauty. 1019 00:49:58,262 --> 00:50:00,003 It needs something else 1020 00:50:00,831 --> 00:50:03,710 so that people can sense it as something special, 1021 00:50:03,934 --> 00:50:10,874 Research has shown positive feedback from 90% of the city, 1022 00:50:11,475 --> 00:50:12,476 Great, 1023 00:50:12,543 --> 00:50:13,544 Thank you very much, 1024 00:50:23,621 --> 00:50:25,157 So what was the city like before the ban? 1025 00:50:25,356 --> 00:50:29,862 There were billboards all over the place. 1026 00:50:30,060 --> 00:50:31,971 It would make people confused. 1027 00:50:32,196 --> 00:50:37,305 The absence of outdoor advertising has allowed us to see more of nature. 1028 00:50:37,468 --> 00:50:39,641 Everything is much clearer, 1029 00:50:39,737 --> 00:50:46,655 We are now able to focus on things that we want to see and admire, 1030 00:50:47,144 --> 00:50:51,524 without having other strong images deviating our focus all the time, 1031 00:50:51,682 --> 00:50:54,390 So this is the biggest shopping street in the middle of Sao Paulo. 1032 00:50:54,585 --> 00:50:57,065 The question is, if suddenly all the advertising goes away, 1033 00:50:57,154 --> 00:50:58,360 how has their business been affected? 1034 00:50:58,522 --> 00:51:00,695 So, we're gonna find out from some of these shop-owners what's up. 1035 00:51:03,494 --> 00:51:06,031 So how do people know about your business if you don't advertise? 1036 00:51:07,031 --> 00:51:10,012 Well, by Internet, by mouth to mouth, 1037 00:51:10,167 --> 00:51:11,510 - Is there such an, - Yeah. 1038 00:51:11,569 --> 00:51:13,071 - Word Of mouth? - Yeah. 1039 00:51:13,571 --> 00:51:15,676 - Word of mouth? - Word of mouth. Yeah, that's it. 1040 00:51:16,540 --> 00:51:20,682 Did the way you advertise to get customers change from before the ban to now? 1041 00:51:21,045 --> 00:51:25,050 You have to change the whole structure re of the business. 1042 00:51:25,249 --> 00:51:28,526 Today we work instead of investing in advertising, 1043 00:51:28,786 --> 00:51:30,766 to have something that attracts the customer. 1044 00:51:31,221 --> 00:51:33,394 Our job is to look for referrals, 1045 00:51:36,193 --> 00:51:39,037 Not one ad on that taxi. Did you see that? 1046 00:51:39,897 --> 00:51:44,209 No ads on the taxis. No ads on the buses, There's no ads on the buildings. 1047 00:51:45,202 --> 00:51:46,408 It's amazing, 1048 00:51:48,706 --> 00:51:51,152 You might not need traditional advertising in Sao Paulo 1049 00:51:51,241 --> 00:51:55,883 but in this country I still need to generate 600 million media impressions. 1050 00:51:55,946 --> 00:52:00,053 To achieve that my movie$ going lo need one pretty inspired ad campaign, 1051 00:52:01,418 --> 00:52:05,560 Tony Seiniger is a Hollywood legend, having pretty much invented the blockbuster 1052 00:52:08,225 --> 00:52:12,071 And Peter Bemis is responsible for some of the most iconic movie posters today, 1053 00:52:12,463 --> 00:52:15,069 if anyone can give me some of that Hollywood marketing magic, 1054 00:52:15,332 --> 00:52:16,470 it's these guys. 1055 00:52:16,667 --> 00:52:21,582 Being of a certain age, I remember The Greatest Story Ever Told, 1056 00:52:21,672 --> 00:52:24,175 the story of Jesus. 1057 00:52:24,742 --> 00:52:26,779 - When was that movie made, mid-60s, right? - Yeah. 1058 00:52:26,844 --> 00:52:30,155 The first exercise I went through mentally and creatively, 1059 00:52:30,247 --> 00:52:33,353 was to go and do religious take-offs, right? 1060 00:52:33,584 --> 00:52:37,589 Which, I think, me blasphemy at least gets you some ink, okay? 1061 00:52:37,855 --> 00:52:40,426 The First comp 1062 00:52:40,924 --> 00:52:43,200 will be you, Morgan, 1063 00:52:45,262 --> 00:52:46,969 Only you, 1064 00:52:49,667 --> 00:52:52,341 I've always wanted to rip this off. 1065 00:52:52,436 --> 00:52:54,143 He's always wanted to rip off The Last Supper 1066 00:52:54,204 --> 00:52:56,150 Rip off The Last Supper all right? 1067 00:52:56,373 --> 00:52:57,784 So I figure... 1068 00:52:58,509 --> 00:53:02,980 This would be you and you've just got a big", 1069 00:53:03,047 --> 00:53:04,355 That's pretty fantastic, 1070 00:53:04,448 --> 00:53:05,552 There you are, you're like this, 1071 00:53:06,116 --> 00:53:09,825 You put everybody who was iconographic of com commercialism 1072 00:53:09,953 --> 00:53:12,024 as the disciples coming in on you, 1073 00:53:12,122 --> 00:53:14,295 - So, it's like the Oscar. - Yeah. 1074 00:53:14,658 --> 00:53:17,036 And in fact, your legs would be posed, 1075 00:53:17,327 --> 00:53:20,672 but not so close that my friends at the Academy would sue us all. 1076 00:53:20,964 --> 00:53:25,071 This is you, carrying the cross that is covered with stickers like a NASCAR, 1077 00:53:26,303 --> 00:53:27,646 That's as sick as it gets. 1078 00:53:27,905 --> 00:53:31,409 Let's start with these six and we'll trim from there. 1079 00:53:31,542 --> 00:53:33,146 - Good, okay. - In terms of title treatments, 1080 00:53:33,310 --> 00:53:35,153 - these are both good ways to go, - Yes. 1081 00:53:36,013 --> 00:53:39,392 You should think about it, talk about it and then we'll all talk. 1082 00:53:39,483 --> 00:53:41,895 - These should be underground, right? - That's a great... 1083 00:53:41,985 --> 00:53:43,658 - You're talking about wild posting, right? - Yeah. 1084 00:53:43,721 --> 00:53:45,894 - Wild post these, - Yeah, exactly. 1085 00:53:45,989 --> 00:53:48,765 You put those up in New York, Like real street an, you know? 1086 00:53:48,859 --> 00:53:51,237 - A studio would go, "No... way," - I'm not touching them, 1087 00:53:51,328 --> 00:53:53,569 I'm not going anywhere near that, 1088 00:53:53,664 --> 00:53:57,510 I think everything is so spot on, It's awesome. 1089 00:53:57,601 --> 00:53:59,877 - Amazing. - What a great client, 1090 00:53:59,937 --> 00:54:01,041 - Thank you, - All right. 1091 00:54:01,105 --> 00:54:03,210 As important and great as an iconic poster is, 1092 00:54:03,340 --> 00:54:06,412 what’s even more vita! to a film's success is its trailer. 1093 00:54:06,944 --> 00:54:09,015 Using a new technique called neuromarketing, 1094 00:54:09,179 --> 00:54:11,420 Martin Lindstrom believes he's unlocked the secret 1095 00:54:11,548 --> 00:54:13,960 to creating a memorable one each time. 1096 00:54:14,051 --> 00:54:19,364 Trailers are now more and more produced in Los Angeles based on neuromarketing. 1097 00:54:19,590 --> 00:54:23,538 A trailer is deadly important for the survival of your movie, 1098 00:54:23,594 --> 00:54:26,575 Now what do you do to create the best scene? 1099 00:54:26,864 --> 00:54:29,811 What you have to find out is when is the emotional peak, 1100 00:54:30,100 --> 00:54:31,374 The highs and the lows. 1101 00:54:31,468 --> 00:54:34,745 How do you create such an engaging story that people just have to see it. 1102 00:54:35,139 --> 00:54:36,641 And that's exactly what's happening now, 1103 00:54:36,874 --> 00:54:40,447 So they're typically testing five different trailers for each of the movies, 1104 00:54:40,611 --> 00:54:44,286 the larger movies, and figuring out which one is the most emotionally engaging, 1105 00:54:44,381 --> 00:54:46,452 which one is creating the most curiosity, 1106 00:54:46,550 --> 00:54:51,090 if it's a science fiction movie, which one is creating the most fear, and so forth, 1107 00:54:51,221 --> 00:54:54,464 Is this whole thing, because it sounds a bit crazy, 1108 00:54:54,558 --> 00:54:57,095 but is neuromarketing evil? 1109 00:54:57,294 --> 00:54:58,568 It's like anything else, 1110 00:54:58,629 --> 00:55:00,631 At the end of the day, there will be people abusing it, 1111 00:55:00,731 --> 00:55:04,577 Which is the reason why it's fantastic that you now dare to go through it 1112 00:55:04,635 --> 00:55:07,172 and experiment like this to show what really goes on, 1113 00:55:07,805 --> 00:55:09,580 To show how successful his technique is 1114 00:55:09,740 --> 00:55:12,243 Martin is putting me through a typical neuromarketing test 1115 00:55:12,509 --> 00:55:15,752 strapping me down to an MRI and blasting my head with commercials. 1116 00:55:16,013 --> 00:55:17,856 Remember that scene in A Clockwork Orange? 1117 00:55:18,015 --> 00:55:19,187 IRS kind of like that. 1118 00:55:23,287 --> 00:55:25,767 There is three things we're going to look at right now. 1119 00:55:25,823 --> 00:55:27,268 One is fear 1120 00:55:28,358 --> 00:55:29,837 One is craving. 1121 00:55:30,494 --> 00:55:31,837 And one is sex. 1122 00:55:31,929 --> 00:55:35,103 Fear; craving, sex. 1123 00:55:35,165 --> 00:55:40,114 Fear; craving. Fear; craving, sex. Fear craving, sex. 1124 00:55:45,976 --> 00:55:48,217 You may be dizzy, so just sit for a minute, okay? 1125 00:55:51,515 --> 00:55:54,291 Like, in between each one of the breaks, I would doze off 1126 00:55:54,384 --> 00:55:56,864 and literally, I would dream, like in a commercial. 1127 00:55:57,788 --> 00:56:01,031 Like, the dreams would play out almost in a 30 second commercial. 1128 00:56:01,124 --> 00:56:02,330 It was kind of weird. 1129 00:56:02,392 --> 00:56:03,370 - This is my brain? - This is your brain, 1130 00:56:03,460 --> 00:56:05,064 - This is my brain on commercials. - Right. 1131 00:56:05,195 --> 00:56:09,302 Let's take a look at the results. This is your brain. 1132 00:56:09,366 --> 00:56:12,870 There's an amazing amount of brain activity going on, 1133 00:56:12,970 --> 00:56:16,884 Did you feel like you wanted to have a Coke after the scanning session? 1134 00:56:17,074 --> 00:56:19,179 I would have liked to have had a Coke after the scanning session. 1135 00:56:19,243 --> 00:56:22,053 Because I remember, you actually said that as you left the studio 1136 00:56:22,145 --> 00:56:24,648 and I want to tell you why, Take a look at this. 1137 00:56:24,815 --> 00:56:27,352 - Okay. - Basically, the red/yellow area 1138 00:56:27,417 --> 00:56:30,728 shows that you are highly engaged and there's a lot of activity going on, 1139 00:56:30,921 --> 00:56:33,561 And not only that, we can see you so emotionally engaged 1140 00:56:33,924 --> 00:56:35,494 that something else is happening, 1141 00:56:35,726 --> 00:56:37,103 The amygdala was also activated. 1142 00:56:37,194 --> 00:56:40,334 This is actually an area responsible for two activities. 1143 00:56:40,430 --> 00:56:45,038 One is fear and the other one is the release of a neuro-transmitter called Dopamine. 1144 00:56:45,202 --> 00:56:46,203 And guess what? 1145 00:56:46,270 --> 00:56:48,750 You got a release of Dopamine when you saw the Coca-Cola ad, 1146 00:56:48,906 --> 00:56:50,214 You actually wanted to have it, 1147 00:56:50,407 --> 00:56:53,854 This is addiction. This is not anything else. This is addiction. 1148 00:56:54,378 --> 00:56:58,019 And this is really the reason why neuromarketing is happening now 1149 00:56:58,582 --> 00:57:00,584 because there's no way you could explain that to me 1150 00:57:01,351 --> 00:57:03,627 when I was interviewing just after watching the commercial, right? 1151 00:57:03,854 --> 00:57:05,356 Yeah, no way, 1152 00:57:05,923 --> 00:57:07,527 no you mink man by doing stuff like mas 1153 00:57:07,591 --> 00:57:09,070 you're manipulating consumers to make a choice? 1154 00:57:09,126 --> 00:57:13,131 Let's get one thing right, advertising, as a concept, is manipulation, 1155 00:57:13,563 --> 00:57:16,271 But don't be fooled, because if you go into a retail store 1156 00:57:16,366 --> 00:57:19,904 and you think you're safe, that's the point where you're most volatile, 1157 00:57:19,970 --> 00:57:22,712 or you're the most vulnerable in the whole process, 1158 00:57:25,709 --> 00:57:28,315 Where should I be able to go where I don't see one bit of advertising? 1159 00:57:29,046 --> 00:57:30,320 To sleep, 1160 00:57:30,580 --> 00:57:34,084 That's what it's coming down lo. It affords no limits. 1161 00:57:34,384 --> 00:57:36,227 And that's the nature of the commercial instinct. 1162 00:57:36,286 --> 00:57:38,061 It doesn't know boundaries. It doesn't know limits. 1163 00:57:38,121 --> 00:57:40,465 It goes into areas that should be taboo 1164 00:57:40,557 --> 00:57:42,264 like commercializing childhood, 1165 00:57:42,326 --> 00:57:44,101 Corporations are raising our children, 1166 00:57:44,428 --> 00:57:49,810 McDonalds feeds them. And Disney and Time Warner entertains them. 1167 00:57:50,067 --> 00:57:52,138 So, that's becoming a world, 1168 00:57:52,302 --> 00:57:57,274 which is designed to create conditioned responses just like Pavlov's dog, 1169 00:57:57,574 --> 00:58:01,852 We're told that what makes children happy are the things that corporations sell, 1170 00:58:02,145 --> 00:58:07,527 And if we immerse kids in that from birth, then it becomes what makes them happy, 1171 00:58:07,617 --> 00:58:12,123 And it's not good enough to say, 1172 00:58:12,322 --> 00:58:15,201 "Pick up a stick and make it into a Harry Potter wand-" 1173 00:58:15,292 --> 00:58:18,273 You have to have the "real wand. " 1174 00:58:18,428 --> 00:58:20,806 From a young age, you're buying into this identity, 1175 00:58:20,864 --> 00:58:22,844 "This stuff makes me who I am. " 1176 00:58:22,933 --> 00:58:25,607 Right. And what that does is take away from creative play. 1177 00:58:25,802 --> 00:58:30,615 Kids are learning about the world based on what's best for corporations 1178 00:58:30,707 --> 00:58:32,118 and they can't be objective, 1179 00:58:35,012 --> 00:58:37,788 Now Boarding: Flight 755 To Aruba, 1180 00:58:39,950 --> 00:58:41,623 Look at all the space! 1181 00:58:41,718 --> 00:58:43,720 I've never had so much legroom! 1182 00:58:44,021 --> 00:58:47,195 - Lookie here! - There's a TV in every seat! 1183 00:58:49,059 --> 00:58:50,800 I'm hungry, I want something to eat, 1184 00:58:50,961 --> 00:58:54,670 - Here's some free yum my snacks! - Yummy! Yum, yum, yum, yum! 1185 00:58:54,731 --> 00:58:56,074 What a nice lady. 1186 00:58:56,533 --> 00:58:58,376 Flight attendants, prepare for takeoff. 1187 00:59:03,673 --> 00:59:06,153 Prince Dastan, have you wondered... 1188 00:59:06,977 --> 00:59:09,821 It's almost impossible for a film to become a blockbuster 1189 00:59:09,913 --> 00:59:11,221 without reaching kids. 1190 00:59:11,415 --> 00:59:13,190 Specifically high-school kids. 1191 00:59:13,316 --> 00:59:16,991 And in 1989 one of the fast barriers to that audience was broken. 1192 00:59:17,587 --> 00:59:21,194 For the past 20 years, Channel One has been piping their news broadcasts 1193 00:59:21,258 --> 00:59:23,761 into more than 8,000 schools all across the country. 1194 00:59:24,194 --> 00:59:26,731 First up today, the topic of bullying. 1195 00:59:26,830 --> 00:59:29,902 M exchange for providing free televisions for each of the classrooms, 1196 00:59:30,167 --> 00:59:34,013 Channel One shows their broadcasts for 12 minutes a day every school day 1197 00:59:34,171 --> 00:59:37,709 and reaches 6 million of one of the nation’s most coveted demographics. 1198 00:59:38,341 --> 00:59:41,185 And because of that, Channel One gets to charge a premium. 1199 00:59:41,545 --> 00:59:45,721 Each 30 second TV spot can cost upwards of $200, 000. 1200 00:59:45,949 --> 00:59:48,088 As much as a primetime TV show. 1201 00:59:48,285 --> 00:59:49,958 Why do you think there are commercials in there? 1202 00:59:50,053 --> 00:59:54,365 All of the commercials are so like, of course they would do them for teens, 1203 00:59:54,591 --> 00:59:57,037 Thank you so much for that acne commercial 1204 00:59:57,561 --> 00:59:59,905 I don't mind it, because they're just pounding information 1205 00:59:59,963 --> 01:00:02,102 into you the whole time, the whole news broadcast 1206 01:00:02,365 --> 01:00:04,538 so that's like a break, turn, talk to your friend for a little bit, 1207 01:00:04,701 --> 01:00:07,409 Like, we're here to learn, not to buy, in my opinion, 1208 01:00:07,604 --> 01:00:10,608 Some writer during the late 18005 said 1209 01:00:10,707 --> 01:00:14,052 that schools should teach you how to think, not what to think. 1210 01:00:14,111 --> 01:00:17,752 But I think that advertising is really trying to tell you what to think, 1211 01:00:17,881 --> 01:00:20,225 and so I don't think that should be in a school environment. 1212 01:00:20,550 --> 01:00:23,895 I feel like the amount of advertisement that we already have is enough, 1213 01:00:24,087 --> 01:00:26,328 so if you added any more, it would just be ridiculous. 1214 01:00:26,423 --> 01:00:29,563 I don't want to have our school name changed to "Red Bull High. " 1215 01:00:30,060 --> 01:00:32,097 Sure, who'd wanna go to Red Buff High? 1216 01:00:32,229 --> 01:00:35,767 But The Greatest Movie Ever Sold High? That sounds like a winner. 1217 01:00:36,099 --> 01:00:37,772 You see, these days, every major brand 1218 01:00:37,834 --> 01:00:40,144 is dying to get their name an a building or a stadium. 1219 01:00:40,504 --> 01:00:42,313 And I may not be able to afford a stadium, 1220 01:00:42,472 --> 01:00:45,180 but in the cash strapped school district of Broward County 1221 01:00:45,442 --> 01:00:47,444 I may have found the next best thing. 1222 01:00:47,744 --> 01:00:50,486 I've been in my job for 12 years, 1223 01:00:50,647 --> 01:00:54,254 And I swear, eight of those 12 years, we've sat down every year 1224 01:00:54,317 --> 01:00:55,921 and said, "Okay, what are we cutting this year?" 1225 01:00:55,986 --> 01:01:00,093 Our school board is looking at every way to cut costs 1226 01:01:00,690 --> 01:01:03,500 that doesn't affect the classroom as they can. 1227 01:01:03,593 --> 01:01:05,436 And, you know, it's very hard, 1228 01:01:05,529 --> 01:01:10,308 I feel bad for what they have to sit there and try and figure out what to cut 1229 01:01:10,467 --> 01:01:11,946 because you can't make everybody happy, 1230 01:01:12,102 --> 01:01:14,207 We're not allowed to do the outside of school buses 1231 01:01:14,938 --> 01:01:17,782 We were looking at providing 1232 01:01:17,941 --> 01:01:22,890 all of our work vehicles with the possibility of putting advertising on them. 1233 01:01:22,979 --> 01:01:26,153 What's been the reasoning for not wanting to have it on the outsides of buses? 1234 01:01:26,349 --> 01:01:29,489 That’s a state law. We would love to have it on the outside of buses, 1235 01:01:29,553 --> 01:01:32,534 but it's the state of Florida that has Said "No. " 1236 01:01:32,822 --> 01:01:34,529 It seems like with the school bus advertising, 1237 01:01:34,624 --> 01:01:37,127 you'd have to advertise on a ton of school buses- 1238 01:01:37,494 --> 01:01:39,167 Otherwise you're hitting the same kids every day, 1239 01:01:39,229 --> 01:01:40,867 - It has to be a message. - Right. 1240 01:01:40,964 --> 01:01:44,241 Right, because like a community college, it's great, go to college. 1241 01:01:44,334 --> 01:01:46,814 Right. They still do not want to do product, 1242 01:01:47,070 --> 01:01:49,016 Would it be more lucrative if it was products? 1243 01:01:49,072 --> 01:01:53,077 If they could do their 69 cent whatever in a school bus... 1244 01:01:53,243 --> 01:01:54,654 Yeah, yeah, 1245 01:01:55,412 --> 01:01:57,517 But then, you're gonna deal with the health issues, 1246 01:01:57,581 --> 01:02:00,323 And with the parents that are upset that you're advertising... 1247 01:02:00,417 --> 01:02:02,328 - Fast food. - ... that Stuff 10 their kids 1248 01:02:02,385 --> 01:02:04,558 - when they're captive on a school bus. - Yeah. 1249 01:02:04,654 --> 01:02:06,895 Now, Tallahassee is cutting and cutting and cutting, 1250 01:02:06,990 --> 01:02:10,437 but you need to implement this program, but we're not giving you any funding to do it, 1251 01:02:10,527 --> 01:02:12,404 - This is a law firm, - Yeah. 1252 01:02:13,597 --> 01:02:15,235 - Met-Rx. - Orthodontics- 1253 01:02:15,732 --> 01:02:18,269 Orthodontist. Very applicable to high school kids, 1254 01:02:18,602 --> 01:02:21,276 "Call us to place your business name here for advertising. " 1255 01:02:21,538 --> 01:02:23,848 That would be my number. 1256 01:02:25,408 --> 01:02:28,355 That's pretty much it. We had some other ones up," 1257 01:02:29,212 --> 01:02:32,022 The banner contract is a year. 1258 01:02:32,282 --> 01:02:36,594 I love that it's a high school where I can go get the home of the two-for-one tattoo, 1259 01:02:37,354 --> 01:02:41,302 Well, I am not sure about that one. 1260 01:02:42,726 --> 01:02:44,433 This is truly advertising. 1261 01:02:44,861 --> 01:02:47,774 Someone looks at this and they go "Oh yeah, I saw these guys on the bus," 1262 01:02:47,864 --> 01:02:50,470 With all the banners that are around here and on the inside of the stadium, 1263 01:02:50,567 --> 01:02:52,069 how much revenue does that generate a year? 1264 01:02:52,135 --> 01:02:56,208 Probably under five-seven thousand dollars. 1265 01:02:56,373 --> 01:02:59,616 I think I'm gonna have to come back and get a banner. 1266 01:03:00,076 --> 01:03:01,953 - All right, yeah, a couple! - On the fence line? 1267 01:03:02,045 --> 01:03:04,787 That's a deal, we're gonna shake on that right now, 1268 01:03:04,881 --> 01:03:05,916 - Au right. - It's a deal, 1269 01:03:05,982 --> 01:03:07,222 Good. Who do I send the contract to? 1270 01:03:09,452 --> 01:03:11,227 Maybe this is as big as the wrap gets, 1271 01:03:11,288 --> 01:03:12,631 - That's still pretty big. - Yeah. 1272 01:03:13,123 --> 01:03:15,399 Really, so that’s only 75 bucks a month? 1273 01:03:16,059 --> 01:03:18,733 Why do you think so many people are against advertising 1274 01:03:18,895 --> 01:03:22,342 in school districts and in high schools and juniors highs, elementary schools? 1275 01:03:22,565 --> 01:03:25,671 Well, because school is sacred. And school is meant for learning, 1276 01:03:26,770 --> 01:03:29,410 But when you're in a school and your budgets are being cut," 1277 01:03:29,472 --> 01:03:31,816 Right. How are you going to make ends meet 1278 01:03:32,075 --> 01:03:34,146 without letting people go or cutting programs. 1279 01:03:34,244 --> 01:03:35,746 - You gotta be creative. - Yeah. 1280 01:03:37,314 --> 01:03:38,418 - Right there, - Yeah, right there, 1281 01:03:38,515 --> 01:03:40,085 As low as $75 a month, 1282 01:03:40,250 --> 01:03:43,493 - I think it's a really great way to advertise, - I love it, 1283 01:03:43,586 --> 01:03:44,997 - Yeah. - Great. Done, 1284 01:03:45,255 --> 01:03:49,032 Look at that, you're two for two. We're doing great, We're doing great, 1285 01:03:49,125 --> 01:03:50,126 We're on a roll now. 1286 01:03:50,193 --> 01:03:51,831 Now if I can just convince them to name our building. 1287 01:03:51,928 --> 01:03:54,101 Oh, the building would be the best thing ever. 1288 01:03:54,497 --> 01:03:56,534 - We're gonna work on that next. - We're really gonna work on that, 1289 01:03:56,633 --> 01:03:57,634 Yeah, 1290 01:04:02,138 --> 01:04:05,449 So I'm David Laks and I work with Morgan's team 1291 01:04:05,508 --> 01:04:09,320 and my role here is to help facilitate interaction 1292 01:04:09,379 --> 01:04:10,551 between the sponsors 1293 01:04:11,047 --> 01:04:15,359 and all the people involved in helping to promote The Greatest Movie Ever Sold. 1294 01:04:17,354 --> 01:04:18,958 This is what we're doing. 1295 01:04:19,622 --> 01:04:20,692 This whole thing's a bit layered, 1296 01:04:20,790 --> 01:04:23,293 because we're selling The Greatest Movie Ever Sold 1297 01:04:24,961 --> 01:04:27,464 but The Greatest Movie Ever Sold will be selling all your products. 1298 01:04:27,630 --> 01:04:31,635 What's good for you is good for the movie, good for Morgan, good for us, 1299 01:04:32,168 --> 01:04:33,670 it's all great, 1300 01:04:34,537 --> 01:04:36,346 Okay, so we set ourselves some objectives, 1301 01:04:36,473 --> 01:04:39,977 They shouldn't be too contentious. They begin fairly robustly, I think. 1302 01:04:40,543 --> 01:04:42,819 Build buzz, for the purpose of selling tickets, 1303 01:04:43,012 --> 01:04:45,151 The audience is no longer an audience. 1304 01:04:45,215 --> 01:04:48,822 It's a partner in whatever communication you choose to create. 1305 01:04:49,085 --> 01:04:51,531 The First two weeks in a movie are crucial. 1306 01:04:51,988 --> 01:04:53,194 There's a lot of reasons for this. 1307 01:04:53,723 --> 01:04:56,169 There's just more movies, there's more content 1308 01:04:56,226 --> 01:04:58,001 there's more things in the world now, 1309 01:04:58,061 --> 01:05:00,871 so the cultural decay rate of ideas is much, much faster. 1310 01:05:01,164 --> 01:05:03,007 So one of the lines we discussed 1311 01:05:04,000 --> 01:05:07,675 the very Erst time we met with Morgan and the team was "Don't sell out, sell up!" 1312 01:05:08,071 --> 01:05:10,745 I kind of like that. Sounds good, not sure what it meant, but I liked ii. 1313 01:05:10,840 --> 01:05:13,286 We wanted to extend that kind of meta-narrative 1314 01:05:13,376 --> 01:05:15,686 down to the audience themselves and make them involved 1315 01:05:15,879 --> 01:05:17,381 in the construction of the marketing. 1316 01:05:17,580 --> 01:05:20,686 There's a hope that when you sit down in a theater to watch the movie, 1317 01:05:21,184 --> 01:05:25,530 you will see and understand the flip-side of everything we did 1318 01:05:25,622 --> 01:05:28,728 to get you there because you would have been involved with it in some capacity, 1319 01:05:29,893 --> 01:05:33,067 Hopefully making the whole experience kind of, pleasingly circular. 1320 01:05:33,897 --> 01:05:35,899 Well, we wanted to either name a building 1321 01:05:35,965 --> 01:05:40,277 or we saw the mural she wanted to paint on the back court of her school 1322 01:05:40,370 --> 01:05:41,974 which, to paint a mural there would be fantastic. 1323 01:05:42,105 --> 01:05:44,107 The banners that she has are amazing. 1324 01:05:44,874 --> 01:05:47,411 I told him my school is for sale. 1325 01:05:48,878 --> 01:05:50,221 and say, "Well, boy, each of our sponsors reaches 15 million people," 1326 01:05:53,750 --> 01:05:57,254 We love the idea of the Board of Ed, wrapping something here. 1327 01:05:57,320 --> 01:05:58,822 It's just, we're open to anything, 1328 01:05:58,922 --> 01:06:03,064 We have 12 sponsors, and if we average out all the sponsors 1329 01:06:03,126 --> 01:06:06,573 and say, "Well, boy, each of our sponsors reaches 15 million people," 1330 01:06:07,630 --> 01:06:11,237 that is a lot of people to reach with one viral promotion. 1331 01:06:12,235 --> 01:06:13,839 Since we do have a television station, 1332 01:06:13,937 --> 01:06:18,181 since I'm gonna have to pitch our education television station 1333 01:06:18,274 --> 01:06:22,279 which represents a wonderful opportunity for the Elm to co-brand, 1334 01:06:22,345 --> 01:06:24,416 we could maybe do a student film festival... 1335 01:06:25,181 --> 01:06:26,819 - A student Elm festival! - A student film... 1336 01:06:26,916 --> 01:06:29,157 I thought about that idea on the way to the meeting 1337 01:06:29,252 --> 01:06:35,828 so that could be a way to integrate and to co-brand the film with our school system, 1338 01:06:36,426 --> 01:06:40,533 So, we're putting a sticker on our bestselling pizzas 1339 01:06:41,297 --> 01:06:44,506 and that's gonna be a drive-to-web, that'll be our micro-site 1340 01:06:44,601 --> 01:06:49,641 and we'll link up to the movietickets. com site and whatever else works out. 1341 01:06:49,772 --> 01:06:54,152 And we're gonna have a portion of the proceeds of the sales of the pizzas 1342 01:06:54,210 --> 01:06:58,283 gonna go to feeding people at a food bank, 1343 01:06:58,615 --> 01:07:02,119 It's really up to you. If you wanna do exposure on a building 1344 01:07:02,185 --> 01:07:05,564 - which then locks you into that," - I think a building is one thing. 1345 01:07:05,655 --> 01:07:07,965 - Okay. - To do a building would be great, 1346 01:07:08,224 --> 01:07:11,694 To do, you know, a mural and some banners would be fantastic. 1347 01:07:11,794 --> 01:07:13,239 To do the Elm festival would be amazing. 1348 01:07:13,997 --> 01:07:15,840 Morgan did Elm a video for us. 1349 01:07:16,065 --> 01:07:19,205 For everyone who has flown JetBlue, you know that we have individual TVs 1350 01:07:19,302 --> 01:07:22,806 in each seat-back, so we will run the welcome video, 1351 01:07:22,872 --> 01:07:26,410 I believe it's four to six weeks leading up to the premiere. 1352 01:07:26,509 --> 01:07:28,887 How did you get financing for the production? 1353 01:07:28,978 --> 01:07:32,187 It's being paid for by the companies, it's being paid for by sponsors. 1354 01:07:32,348 --> 01:07:34,760 - Oh! Excellent! - Yeah, Yeah, 1355 01:07:35,051 --> 01:07:37,053 Can you turn us over your sponsor list? 1356 01:07:39,756 --> 01:07:41,258 Maybe after the movie opens we can talk about that. 1357 01:07:41,357 --> 01:07:42,392 - Okay. - Yeah, 1358 01:07:42,492 --> 01:07:43,493 - Cool. - Yeah, 1359 01:07:46,829 --> 01:07:49,400 What I've started to realize over the course of making this Elm 1360 01:07:49,499 --> 01:07:55,848 is that once you open the door to being what one person said, 1361 01:07:56,105 --> 01:07:58,745 one person called me, which is being quote unquote "brand friendly," 1362 01:07:59,042 --> 01:08:00,715 then that door is Open, 1363 01:08:00,843 --> 01:08:05,417 The floodgates are open and suddenly, all of these opportunities, 1364 01:08:05,515 --> 01:08:08,052 different opportunities, whether it's for promoting the Elm 1365 01:08:08,117 --> 01:08:11,690 like we're trying to do right now or it's being tied to somebody else's product, 1366 01:08:11,754 --> 01:08:15,896 all these different opportunities that represent real difficult 1367 01:08:16,025 --> 01:08:19,700 moral and artistic dilemmas start popping up. 1368 01:08:20,396 --> 01:08:21,773 Here's a case in point. 1369 01:08:22,899 --> 01:08:25,277 Morgan, it's Ben Silverman giving you a caff. 1370 01:08:25,368 --> 01:08:29,282 l’ve set up a new business with Witt Arnett and Jason Bateman 1371 01:08:29,372 --> 01:08:31,716 that is focused on advertising production. 1372 01:08:32,208 --> 01:08:35,052 And we've got a really great idea were working on 1373 01:08:35,144 --> 01:08:37,215 in and around the world of male grooming. 1374 01:08:37,380 --> 01:08:40,953 We want if to be funny and capture the tone that you do so we! 1375 01:08:41,050 --> 01:08:45,624 And we thought of a fantastic brand partner to work on it with us. 1376 01:08:45,722 --> 01:08:50,068 Give me a callback and we'll set something up to introduce you to Will and Jason. 1377 01:08:50,293 --> 01:08:51,601 Thanks, buddy Bye. 1378 01:08:51,894 --> 01:08:53,066 How do you say no to that? 1379 01:08:53,730 --> 01:08:54,800 What's 3 Sell-Out? 1380 01:08:54,897 --> 01:08:58,276 A sell-out is someone that has no honor and does something just for money 1381 01:08:58,434 --> 01:09:01,108 and doesn't take anything else into consideration. 1382 01:09:01,604 --> 01:09:07,646 A sell-out is when, to attain a certain level you give up some of those principles 1383 01:09:07,777 --> 01:09:10,018 that formed your identity to begin with, 1384 01:09:10,146 --> 01:09:13,423 So I'm making this Elm that's actually being paid for by advertisers, 1385 01:09:13,583 --> 01:09:15,859 - by companies, about advertising. - Right. 1386 01:09:16,119 --> 01:09:19,259 - Yeah. So am I selling out by doing that? - I don't think so. 1387 01:09:20,023 --> 01:09:26,167 I mean, unless the point you're making is that advertising is a bad thing. 1388 01:09:26,262 --> 01:09:28,435 Are you doing it with integrity? 1389 01:09:29,966 --> 01:09:34,711 - I hope so. - And with a viewpoint of being objective? 1390 01:09:35,204 --> 01:09:39,152 Or are you doing it slanted, for the side of the advertiser 1391 01:09:39,275 --> 01:09:41,778 as a puppet, doing whatever the advertisement wants you to do? 1392 01:09:41,944 --> 01:09:44,982 As long as you do better than they do on it 1393 01:09:45,181 --> 01:09:47,127 then you're not... Then you're buying in, 1394 01:09:47,617 --> 01:09:48,618 IS that! right? 1395 01:09:49,052 --> 01:09:50,861 Am 1 really not selling out? 1396 01:09:51,454 --> 01:09:53,957 Or am I finally just buying in? 1397 01:10:23,686 --> 01:10:27,361 Every sip gets you closer to Justin Timberlake mp3s. 1398 01:10:27,490 --> 01:10:29,436 - Hey. - Hey to you, 1399 01:10:29,525 --> 01:10:32,506 Seems like pushing a product is the new standard for gauging success. 1400 01:10:32,762 --> 01:10:37,040 Today's superstar singers pitch for perfume, action stars vouch for vodka. 1401 01:10:37,500 --> 01:10:40,538 Even America's Sweetheart is the new face for a make-up company. 1402 01:10:40,903 --> 01:10:43,577 For a filmmaker like me, this is pretty uncharted territory. 1403 01:10:43,673 --> 01:10:46,244 And to navigate these waters, who better to tum to 1404 01:10:46,342 --> 01:10:49,255 than one of the most successful celebrity spokesmen himself 1405 01:10:49,545 --> 01:10:50,683 The Donald. 1406 01:10:51,347 --> 01:10:55,523 Is there a difference between selling out and being a celebrity spokesperson? 1407 01:10:56,452 --> 01:10:59,262 Well, the question's been asked because I do a lot of different things, 1408 01:10:59,355 --> 01:11:02,700 I'll do commercials for different companies, good companies. 1409 01:11:02,759 --> 01:11:04,898 I did Oreo's cookies with the Manning brothers 1410 01:11:04,961 --> 01:11:06,235 Peyton Manning and Eli Manning, 1411 01:11:06,596 --> 01:11:10,237 - Trump! - And we're gonna be huge, 1412 01:11:10,299 --> 01:11:14,406 I feel if the commercial is done properly, if you watch what you're doing, 1413 01:11:14,604 --> 01:11:17,414 it actually enhances your brand, It doesn't hurt your brand, 1414 01:11:17,707 --> 01:11:21,553 There are some people, that, as an example there are certain singers, 1415 01:11:21,644 --> 01:11:25,217 entertainers that would never, ever do a commercial. 1416 01:11:25,281 --> 01:11:28,888 I could name names, but I don't want to because I've tried to get certain songs 1417 01:11:29,285 --> 01:11:32,323 and I could offer them $10 million to play a song once 1418 01:11:32,421 --> 01:11:33,422 and they would turn it down. 1419 01:11:33,556 --> 01:11:36,435 I mean, I think they're crazy, but they'd tum it down. 1420 01:11:36,626 --> 01:11:40,438 But there are people like that, that would never partake in a commercial. 1421 01:11:40,496 --> 01:11:42,567 I don't think they're helped or hurl, 1422 01:11:42,632 --> 01:11:44,578 but I think they should take the money and run. 1423 01:11:44,634 --> 01:11:45,977 - You lake care of yourself, - I really appreciate it, 1424 01:11:46,068 --> 01:11:47,069 Thanks, 1425 01:11:47,737 --> 01:11:49,978 But some musicians have done just that. 1426 01:11:52,575 --> 01:11:55,078 You see, brands have always known that one of the fastest ways 1427 01:11:55,178 --> 01:11:58,751 to make their products seem cool was to pair them with the hottest artists. 1428 01:12:26,642 --> 01:12:30,454 And today more and more musicians are Ending out just how important it can be 1429 01:12:30,513 --> 01:12:33,016 to get their music supported by brands. 1430 01:12:33,382 --> 01:12:37,990 What you have now is artists partner up with different brands 1431 01:12:38,054 --> 01:12:44,027 to kind of, get that extra push, and you do anything from liquor sponsors 1432 01:12:44,126 --> 01:12:47,335 to cell phone companies to car companies all the way around, 1433 01:12:47,396 --> 01:12:50,172 to, kind of, round out the promotion of your project. 1434 01:12:50,466 --> 01:12:54,505 The artists are competing for impressions. 1435 01:12:54,737 --> 01:12:57,911 If they can do commercials, if they can endorse a product, 1436 01:12:58,007 --> 01:13:01,580 anything that they can do to get more impressions, the better, 1437 01:13:01,677 --> 01:13:05,147 After the Bacardi ad came out, I don't know how quickly it happened, 1438 01:13:05,882 --> 01:13:10,592 you could physically see one step away from having a fine chart of like, 1439 01:13:10,753 --> 01:13:14,724 "This is how many more people are starting to listen to your music. " 1440 01:13:14,824 --> 01:13:17,703 Licensing to the commercials and stuff 1441 01:13:17,760 --> 01:13:20,707 now I know, just is a good way for a lot of people to hear you. 1442 01:13:20,763 --> 01:13:23,869 And I just want everyone to hear our music, that's all I want. 1443 01:13:24,100 --> 01:13:25,408 What would you never put your music in? 1444 01:13:25,534 --> 01:13:28,174 If somebody said, "We've got a commercial, we're selling blank. " 1445 01:13:29,505 --> 01:13:32,418 Our sniff test for whether or not it's all right to put a song in a commercial 1446 01:13:32,508 --> 01:13:34,385 is whether or not that commercial 1447 01:13:34,443 --> 01:13:37,617 is likely to make you feel worse about yourself, 1448 01:13:38,080 --> 01:13:40,185 Is it honoring the music? 1449 01:13:40,283 --> 01:13:43,196 And I gotta say, we have not always done this, 1450 01:13:43,252 --> 01:13:45,129 There were ti mes, especially early in our career 1451 01:13:45,221 --> 01:13:46,256 where we just needed the cash 1452 01:13:46,389 --> 01:13:49,233 and our songs were in some pretty gross Commercials. 1453 01:13:49,292 --> 01:13:52,034 They had the "Got milk?" ads, and we never did a "Got milk" ad 1454 01:13:52,094 --> 01:13:54,700 because Dre doesn't drink milk, you know what I'm saying? 1455 01:13:54,764 --> 01:13:56,471 It was as simple as that, It was a big check and everything 1456 01:13:56,565 --> 01:13:58,704 you know, but Dre didn't drink milk, so we never did it. 1457 01:13:58,768 --> 01:14:03,410 I was going through all kinds of ideas with the manager and were like, 1458 01:14:03,472 --> 01:14:05,611 "Weill, maybe it can be soy milk," 1459 01:14:05,708 --> 01:14:08,450 You know, I mean, they were like "No, it's gotta be milk. " So we didn't do it 1460 01:14:08,544 --> 01:14:12,048 because that maintains our artistic integrity of what we stand for. 1461 01:14:12,214 --> 01:14:14,785 Are you trying to establish OK Go as a brand? 1462 01:14:15,217 --> 01:14:18,426 Every band ever has had an identity. 1463 01:14:18,587 --> 01:14:22,467 Every person has an identity and, it's cool to have your own identity, 1464 01:14:22,591 --> 01:14:24,571 but when you call it a brand, it's suddenly cheesy. 1465 01:14:24,727 --> 01:14:27,435 Would you guys be willing to do a song, 1466 01:14:27,563 --> 01:14:30,237 create an original identity anthem for the movie? 1467 01:14:30,399 --> 01:14:32,504 - I'd love to. That sounds amazing, - Yeah, awesome. 1468 01:14:32,601 --> 01:14:34,137 Does that... Wait, hold on. 1469 01:14:34,236 --> 01:14:39,185 If we make the theme for The Greatest Movie Ever Sold 1470 01:14:39,575 --> 01:14:43,751 does that mean that we're the greatest rock band ever to write a theme song? 1471 01:14:44,347 --> 01:14:45,348 Absolutely, 1472 01:14:45,781 --> 01:14:49,319 I started this PR firm back in 1983 1473 01:14:50,353 --> 01:14:55,826 and something occurred to me: that we were living in wacky times, 1474 01:14:56,158 --> 01:14:58,968 - Right. - And here is what was wacky about them. 1475 01:14:59,328 --> 01:15:03,674 In the world we live, there's this umbilical cord 1476 01:15:03,766 --> 01:15:08,010 between fame and credibility, 1477 01:15:08,337 --> 01:15:11,511 So, visibility equals credibility, 1478 01:15:11,707 --> 01:15:16,053 In the world we live in, you cannot be credible unless you're visible. 1479 01:15:16,278 --> 01:15:18,053 And so you see what we're doing here. 1480 01:15:18,147 --> 01:15:19,285 Yeah, I do. 1481 01:15:19,348 --> 01:15:20,349 What do we do? 1482 01:15:21,150 --> 01:15:24,859 - Well... - What do I do to get the message out? 1483 01:15:24,954 --> 01:15:26,331 Sell, sell, sell! 1484 01:15:26,455 --> 01:15:28,833 - That's it? - What the hell do you think you do, son? 1485 01:15:29,058 --> 01:15:31,732 Sell! You're in America! 1486 01:15:33,129 --> 01:15:36,338 The path to salvation is not through being quiet. 1487 01:15:36,465 --> 01:15:37,739 - Okay. - And being subtle, 1488 01:15:37,833 --> 01:15:39,972 Not in today's world. You gotta sell, 1489 01:15:46,242 --> 01:15:48,518 This is where you really start to see cause and effect, 1490 01:15:50,146 --> 01:15:54,253 It's pretty amazing to see behind the curtain 1491 01:15:54,583 --> 01:15:56,187 tike we've gotten to on this film. 1492 01:15:56,919 --> 01:16:02,494 Now, what happens from this point oh, that's the real question. 1493 01:16:03,359 --> 01:16:06,169 Now the movie’s gonna go out in the world. 1494 01:16:07,730 --> 01:16:09,232 And now's the point 1495 01:16:13,235 --> 01:16:17,615 where I start to wonder exactly how affected PH be by everything. 1496 01:16:18,240 --> 01:16:20,720 This is it, This is the Stark, 1497 01:16:22,244 --> 01:16:23,552 This is the beginning of the whole thing, 1498 01:16:24,680 --> 01:16:27,286 As much as the beginning of the process was the beginning of this, 1499 01:16:27,716 --> 01:16:30,026 with what our movie is about, like, this is the beginning, 1500 01:16:30,619 --> 01:16:32,394 This is literally where it really starts. 1501 01:16:32,588 --> 01:16:36,536 You know our next guest from his prize-winning documentary, Super Size Me. 1502 01:16:36,592 --> 01:16:39,402 His latest is called The Greatest Movie Ever Sold. 1503 01:16:39,528 --> 01:16:42,702 It is brought to you by Hyatt, POM Wonderful, JetBlue, 1504 01:16:42,765 --> 01:16:45,712 Mini Cooper, Mane 'n Tail Shampoo, the island of Aruba 1505 01:16:45,768 --> 01:16:48,806 and Amy's Frozen Pizza. It opens in theaters Friday, 1506 01:16:48,904 --> 01:16:51,214 Please say hello to Morgan Spurlockl 1507 01:18:54,563 --> 01:18:57,407 What's happening right now is in the movie? 1508 01:18:57,499 --> 01:18:58,876 Is actually in the Elm right now. 1509 01:18:59,068 --> 01:19:01,548 So we've actually in a way, gone back in time. 1510 01:19:01,604 --> 01:19:03,845 We have. The space-time continuum has shifted completely. 1511 01:19:03,906 --> 01:19:06,045 This is like the Inception of documentaries. 1512 01:19:12,848 --> 01:19:14,850 Man, these Old Navy clothes look so good! 1513 01:19:15,351 --> 01:19:16,557 So here's the trailers you've done, 1514 01:19:16,752 --> 01:19:19,858 We did Avatar: Alice in Wonderland, Toy Story 3 1515 01:19:20,389 --> 01:19:23,131 and this is you, right here, that we're doing today. 1516 01:19:23,225 --> 01:19:24,226 And now The Greatest Movie. 1517 01:19:24,860 --> 01:19:26,635 So you have a key to their brain. 1518 01:19:42,778 --> 01:19:44,815 Here we go, three, two," 1519 01:19:45,614 --> 01:19:47,787 And I'd like to welcome you aboard JetBlue Airways, 1520 01:19:47,883 --> 01:19:49,794 the greatest airline you'll ever fly, 1521 01:19:50,286 --> 01:19:53,233 Now that we're in the air I'd like lo tell you a little more about your flight. 1522 01:19:54,556 --> 01:19:56,900 The Greatest Movie Ever Sold! 1523 01:20:42,805 --> 01:20:45,513 You are a shameless whore if ever I've met one, Morgan Spurlock, 1524 01:20:45,607 --> 01:20:47,644 - Yes, I am. - Morgan Spurlock, everyone, 1525 01:20:47,710 --> 01:20:50,486 The Greatest Movie Ever Sold opens Friday! We'll be right back, 1526 01:20:50,546 --> 01:20:52,321 Yep, everywhere you look these days 1527 01:20:52,381 --> 01:20:55,123 it seems like someone's trying to sell you something. 1528 01:20:55,617 --> 01:20:57,722 Best I can do is just show you that it’s out there. 1529 01:20:57,986 --> 01:21:00,899 Because at the end of the day marketing works. 1530 01:21:05,027 --> 01:21:07,132 But maybe we all don? have to buy in. 1531 01:21:07,296 --> 01:21:10,368 Maybe there’s still a place free from all the advertising 1532 01:21:10,466 --> 01:21:12,969 where we can actually think for ourselves. 1533 01:21:13,802 --> 01:21:18,308 So go outside! Take a nice long walk, Find that place. 1534 01:21:18,807 --> 01:21:22,721 And when you do it, do it in a nice comfortable pair of Merrells. 1535 01:21:26,515 --> 01:21:28,426 Let's throw some rocks. 1536 01:21:56,678 --> 01:21:59,852 Oh, boy. Look at this, 1537 01:22:02,518 --> 01:22:05,795 Oh, man! Payola! 1538 01:22:09,291 --> 01:22:10,964 Not only that, 1539 01:22:12,728 --> 01:22:14,207 but I'll never be able to forget it. 1540 01:22:15,564 --> 01:22:19,706 After a million steps, "Morgan gave me this. " 1541 01:22:21,703 --> 01:22:25,048 Morgan Spurlock on the march! 1542 01:22:26,074 --> 01:22:28,918 Thank you very much, Morgan. Really, it's very thoughtful of you, 1543 01:22:30,746 --> 01:22:32,384 It's hard to get shoes that tit. 1544 01:22:33,385 --> 01:22:38,385 1545 01:24:36,605 --> 01:24:38,949 - Yeah. Ron. - Hey, man, how are you? 1546 01:24:39,041 --> 01:24:40,384 - Fm good. What's up? - Fm good. 1547 01:24:40,442 --> 01:24:44,015 I just wanted to cat! you back, touch base with you and hear what you were thinking. 1548 01:24:44,112 --> 01:24:47,355 Okay ills a little weird I'm still talking about it with Tarssa, 1549 01:24:47,449 --> 01:24:49,588 and she's not quite ready to respond yet, I don 'f think. 1550 01:24:49,685 --> 01:24:51,096 - Okay - Cool man. 1551 01:24:51,186 --> 01:24:54,133 'Cause the last couple of paintings I sold sold for a $120, 1552 01:24:54,222 --> 01:24:56,259 - So, I don't know. -. - I know you're big time. 1553 01:24:56,358 --> 01:24:57,735 I know that. 1554 01:24:58,360 --> 01:24:59,430 Can I put you on the phone with her? 1555 01:24:59,528 --> 01:25:01,371 'Cause I wanna make a decision and iris getting harden 1556 01:25:01,430 --> 01:25:02,636 Do you have like 10 more seconds? 1557 01:25:02,731 --> 01:25:04,642 - Sure. - Hold on. 1558 01:25:04,733 --> 01:25:06,804 - Hey, Morgan, - Hey, Tarssa, haw are you? 1559 01:25:06,969 --> 01:25:08,107 - Good. How are you? - Good. 1560 01:25:08,203 --> 01:25:11,707 So, I just wanted to talk to you guys about the placement in the Him", 1561 01:25:12,441 --> 01:25:15,285 I was telling Ron, we could have a card with his photograph 1562 01:25:15,377 --> 01:25:16,822 of him painting the painting. 1563 01:25:17,145 --> 01:25:20,251 So he could, so Ron English could be "The Greatest Artist lo Ever Paint " 1564 01:25:22,217 --> 01:25:28,168 Yeah, I mean, the greatest artist that ever lived or the greatest artist... 1565 01:25:28,557 --> 01:25:30,594 Yeah, he wants to be the greatest living artist. 1566 01:25:30,659 --> 01:25:32,138 The greatest living artist. 1567 01:25:32,227 --> 01:25:34,332 Okay done, so we’ll say, "Ron English, The Greatest Living Artist " 1568 01:25:34,429 --> 01:25:38,138 And he'll be the only person in the credits, that'll actually have a photograph of him. 1569 01:25:38,667 --> 01:25:39,668 Cool. 1570 01:25:40,669 --> 01:25:45,669