&lt;div class=&quot;track&quot;&gt;&lt;img alt=&quot;&quot; src=&quot;http://hits.guardian.co.uk/b/ss/guardiangu-feeds/1/H.22.2/11944?ns=guardian&amp;pageName=Pom+Wonderful+Presents%3A+The+Greatest+Movie+Ever+Sold+*+review%3AArticle%3A1646882&amp;ch=Film&amp;c3=Guardian&amp;c4=Documentary+%28Film+genre%29%2CFilm%2CCulture%2CMorgan+Spurlock&amp;c5=Unclassified%2CNot+commercially+useful&amp;c6=Peter+Bradshaw&amp;c7=11-Oct-13&amp;c8=1646882&amp;c9=Article&amp;c10=Review&amp;c11=Film&amp;c13=&amp;c25=&amp;c30=content&amp;h2=GU%2FFilm%2FDocumentary&quot; width=&quot;1&quot; height=&quot;1&quot; /&gt;&lt;/div&gt;&lt;p class=&quot;standfirst&quot;&gt;Morgan Spurlock&#039;s new joke-doc is about branding and sponsorship &ndash; but irony will only get you so far&lt;/p&gt;&lt;p&gt;Morgan Spurlock is back with another of his neat high-concept joke-docs. He&#039;s made a movie about product placement in the movies, and raised his film&#039;s entire $1.5m cost through product placement. Only about 20% of the film is about the subject matter itself: the rest of the time is spent on the tongue-in-cheek plugging of his sponsors and showing how he got them to contribute in the first place. Before this, I hadn&#039;t grasped that the notion of &quot;product placement&quot; is in fact pass&eacute;; now it&#039;s all about &quot;co-promotion&quot;. Robert Downey Jr will be seen munching on a certain brand of burger in Iron Man, and that burger chain will have ads for the movie slathered all over its retail outlets. Here, irony only stretches so far. But Spurlock interestingly demonstrates the concept of &quot;brand-friendliness&quot;: once a project is deemed to be brand-friendly, corporate customers come rushing in. Brand sponsorship for small-scale movies is perfectly possible. Spurlock may have put an idea in the heads of many indie film-makers.&lt;/p&gt;&lt;p class=&quot;rating&quot;&gt;Rating: 3/5&lt;/p&gt;&lt;div class=&quot;related&quot; style=&quot;float: left; margin-right: 10px; margin-bottom: 10px;&quot;&gt;&lt;ul&gt;&lt;li&gt;&lt;a href=&quot;http://www.guardian.co.uk/film/documentary&quot;&gt;Documentary&lt;/a&gt;&lt;/li&gt;&lt;li&gt;&lt;a href=&quot;http://www.guardian.co.uk/film/morgan-spurlock&quot;&gt;Morgan Spurlock&lt;/a&gt;&lt;/li&gt;&lt;/ul&gt;&lt;/div&gt;&lt;div class=&quot;author&quot;&gt;&lt;a href=&quot;http://www.guardian.co.uk/profile/peterbradshaw&quot;&gt;Peter Bradshaw&lt;/a&gt;&lt;/div&gt;&lt;br/&gt;&lt;div class=&quot;terms&quot;&gt;&lt;a href=&quot;http://www.guardian.co.uk&quot;&gt;guardian.co.uk&lt;/a&gt; &amp;copy; 2011 Guardian News and Media Limited or its affiliated companies. All rights reserved. | Use of this content is subject to our &lt;a href=&quot;http://users.guardian.co.uk/help/article/0,,933909,00.html&quot;&gt;Terms &amp; Conditions&lt;/a&gt; | &lt;a href=&quot;http://www.guardian.co.uk/help/feeds&quot;&gt;More Feeds&lt;/a&gt;&lt;/div&gt;&lt;p style=&quot;clear:both&quot; /&gt;