The Greatest Movie Ever Sold

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Everywhere you look these days,

it seems like someone's trying

to self you something.

On billboards, posters, stickers,

elevators, gas pumps, airplanes,

cups, napkins, coffee holders, wire hangers.

Even bathrooms.

See, it used to be that when someone

really wanted to sell you something,

they could rely on the good old fashioned

He likes it! Hey, Mikey!

But thanks to the invention Of this...

And this...

There's a revolution going on

called "Internet. "

Fewer and fewer of us

are actually sitting through these.

Anything is possible

when your man smells like Old Spice

and not a lady,

So hawk a poor struggling

multimillion-dollar corporation

supposed to let you know they even exist?

Hey, welcome to Morning Joe,

brewed by Starbucks!

We do have 3 special guest,

Excuse me, I'm just going to have a sip here

of my Starbucks.

There you go,

Welcome to the brave new worid

of brand integration,

But you may know it by

it's old school name...

Converse All Stars, vintage 2004,

product placement.

You can use a Guinness.

Today product placement

is a multibillion dollar industry

that generates hard cash for movies,

creates new identities for brands,

but most importantly delivers

the holy grail of marketing, co-promotion.

You see, co-promotion

is what takes a regular movie

and turns it into a blockbuster.

Take Iron Man.

That movie had more than 14 brand partners.

Everything from a Whiplash Whopper

to Iron Man Dr Pepper cans,

to Tony Stark himself

driving of! In an Audi commercial.

These types of partnerships

deliver millions of dollars

of free advertising for the movie

while also raising visibility

for the companies themselves.

But do all these co-promotions

actually work?

Do they have that much influence

over the choices we make?

Does Shrek make me want to take

a Royal Caribbean Cruise

or Burger King make me

wanna go see Twilight?

Ls the only thing missing from my movie

achieving Iron Man status

a little co-promotion?

Well, if thats true,

then I cant wait to get some of that

sweet Hollywood ad money

Last year more than $412 billion

were spent on marketing and advertising.

And out of that! $412 billion,

just four companies

controlled over 75% of it.

If Pm gonna make a doc-buster

it seems like these companies

are a great place to start

So what I wanna do,

is make a Him all about product placement

marketing and advertising,

where the entire film is funded

by product placement, marketing,

and advertising.

So the movie will be called

The Greatest Movie Ever Sold.

So what happens

in The Greatest Movie Ever Sold

is that everything from top to bottom,

start to finish,

is branded from beginning to end.

You know, from the above-the-title sponsor

that you'll see in the movie

which is brand X,

Now this brand, the Qualcomm Stadium,

the Staples Center...

These people will be married to the film

in perpetuity, forever,

- So the Elm explores this whole idea...

- It's redundant.

- It's what?

- It's redundant

In perpetuity forever?

I'm a redundant person,

I'm just saying",

That was more for him.

It's in perpetuity, period, forever.

But not only are we going to have

the brand X title sponsor,

but we're gonna make it so we can sell out

every category we can in the mm.

So maybe we sell a shoe,

and it becomes

"The Greatest Shoe You Ever Wore,"

"The Greatest Car You Ever Drove,"

from The Greatest Movie Ever Sold.

You know,

"The Greatest Drink You've Ever Had"

courtesy, The Greatest Movie Ever Sold.

So the idea is beyond just showing that

brands are pan of your life,

but actually get them to finance the Elm.

Is that it?

Get them to finance the film

and actually we show the whole process

of, "How does it work?"

The goal of this whole Elm is transparency.

You're going to see the whole thing

take place in this movie.

So that's the whole concept.

The whole film, start to finish.

And I would love for CEG

to help make it happen.

Hey, you know, it's funny

'cause when I Hrs! Hear it,

it is the ultimate respect for an audience.

I don't know how receptive

people are going to be to it, though,

Do you have a perspective, or,"

I don't want to use "angle" cause that

son of has a negative connotation...

- Do you know how this is going to play out?

- No idea.

How much money does it take to do this?

- $1.5 million.

- $1.5 million,

Okay,

I think you're going to have

B hard time meeting with them,

but I think it's certainly worth pursuing

a couple of really big, obvious brands,

Who knows?

Maybe, by the time your mm comes out

we look like 3 bunch Of blithering idiots,

What do you think

the response is going to be?

The responses mostly will be no.

But is the toughest sell because of the Elm

or is the toughest sell because of me?

Both,

That meeting, not so optimistic.

So can you help me? I need help,

I can help you,

- Good.

- Good,

Awesome,

- We got to figure out which brands.

- Yeah.

That's the challenge.

When you look at the people

you deal with, or...

We've got some places we can go,

- Okay. Okay.

- Turn the camera off,

I thought "turn the camera off meant "let's

have an off-the-record conversation. "

Tums out it really means,

"We want nothing to do with your movie. "

Luckily I've got an old friend in the

industry who might be a bit more receptive,

Richard Kirshenbaum

has worked in advertising for years

and has made a name for himself

and his agency

by not thinking like an agency.

If anyone out there is

going to get in its him.

So ultimately what we want to try and do,

is create what is the Iron Man

of documentaries.

The documentary that when it comes out,

has so many partners

has so many brands involved...

I love the idea that you're actually

selling out, you're admitting selling out",

- And therefore not selling out.

- And therefore not selling out.

It's genius,

And the story, also, is talking to people

who say this is a problem with the industry,

this is wrong.

But then there's people

who are like, "HOW Could it be wrong?

"It's where we started in television.

It's where we started in Him. "

So the film is about the

marketing of movies,

And I want to be a sponsor.

You guys can tell me better than anyone else

what the, kind Of like,

"Here's what we pay you for these things,"

And so you start to see these things

come to fruition

- over the course of the film,

- Right.

So you're willing to sell out completely,

personally, to do this?

- Whatever it takes,

- Great.

So what do we do now?

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

Get one,

- Thank you.

- Great to see you,

- This is going to be fun,

- Yeah, thanks, guys.

To get my first client,

I need to understand two things.

Who would actually sponsor this movie?

And how Fm supposed to talk to them.

Britt Johnson is the president

of Media Placement,

one of the most successful

product placement agencies in the country.

And David Wales is the president

of the Ministry of Culture,

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