The Greatest Movie Ever Sold Page #8

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Sao Paulo is one of the largest cities

in the Western Hemisphere,

And recently they've done something radical.

Passing a bill outlawing

all outdoor advertising,

No billboards. No banners, no posters.

Nothing.

Mayor Gilberto Kassab

passed the bill into law

And Regina Monteiro, the director

for urban planning of the city

was the one who originally

came up with the idea,

What was the inspiration

for the clean city law?

People became more and more aware

that the pollution in Sao Paulo

was one of its main problems.

And by "pollution" we not only mean air,

water, or sound,

but also visual pollution,

We could no longer see the city.

We were just reading and reading,

I try to do things to change the city

so that Sao Paulo can be seen in the world

as something different since

it does not have natural beauty.

It needs something else

so that people

can sense it as something special,

Research has shown positive feedback

from 90% of the city,

Great,

Thank you very much,

So what was the city like before the ban?

There were billboards all over the place.

It would make people confused.

The absence of outdoor advertising

has allowed us to see more of nature.

Everything is much clearer,

We are now able to focus

on things that we want to see and admire,

without having other strong images

deviating our focus all the time,

So this is the biggest shopping street

in the middle of Sao Paulo.

The question is, if suddenly

all the advertising goes away,

how has their business been affected?

So, we're gonna find out

from some of these shop-owners what's up.

So how do people know about your business

if you don't advertise?

Well, by Internet, by mouth to mouth,

- Is there such an,

- Yeah.

- Word Of mouth?

- Yeah.

- Word of mouth?

- Word of mouth. Yeah, that's it.

Did the way you advertise to get customers

change from before the ban to now?

You have to change

the whole structure re of the business.

Today we work

instead of investing in advertising,

to have something that attracts the customer.

Our job is to look for referrals,

Not one ad on that taxi. Did you see that?

No ads on the taxis. No ads on the buses,

There's no ads on the buildings.

It's amazing,

You might not need traditional advertising

in Sao Paulo

but in this country I still need to

generate 600 million media impressions.

To achieve that my movie$ going lo need

one pretty inspired ad campaign,

Tony Seiniger is a Hollywood legend,

having pretty much invented the blockbuster

And Peter Bemis is responsible for some

of the most iconic movie posters today,

if anyone can give me

some of that Hollywood marketing magic,

it's these guys.

Being of a certain age, I remember

The Greatest Story Ever Told,

the story of Jesus.

- When was that movie made, mid-60s, right?

- Yeah.

The first exercise I went through mentally

and creatively,

was to go and do religious take-offs, right?

Which, I think, me blasphemy

at least gets you some ink, okay?

The First comp

will be you, Morgan,

Only you,

I've always wanted to rip this off.

He's always wanted to rip off

The Last Supper

Rip off The Last Supper all right?

So I figure...

This would be you

and you've just got a big",

That's pretty fantastic,

There you are, you're like this,

You put everybody who was iconographic

of com commercialism

as the disciples coming in on you,

- So, it's like the Oscar.

- Yeah.

And in fact, your legs would be posed,

but not so close that my friends

at the Academy would sue us all.

This is you, carrying the cross

that is covered with stickers like a NASCAR,

That's as sick as it gets.

Let's start with these six

and we'll trim from there.

- Good, okay.

- In terms of title treatments,

- these are both good ways to go,

- Yes.

You should think about it, talk about it

and then we'll all talk.

- These should be underground, right?

- That's a great...

- You're talking about wild posting, right?

- Yeah.

- Wild post these,

- Yeah, exactly.

You put those up in New York,

Like real street an, you know?

- A studio would go, "No... way,"

- I'm not touching them,

I'm not going anywhere near that,

I think everything is so spot on,

It's awesome.

- Amazing.

- What a great client,

- Thank you,

- All right.

As important and great as an iconic poster is,

whats even more vita! To a film's success

is its trailer.

Using a new technique

called neuromarketing,

Martin Lindstrom believes

he's unlocked the secret

to creating a memorable one each time.

Trailers are now more and more produced

in Los Angeles based on neuromarketing.

A trailer is deadly important

for the survival of your movie,

Now what do you do

to create the best scene?

What you have to find out

is when is the emotional peak,

The highs and the lows.

How do you create such an engaging story

that people just have to see it.

And that's exactly what's happening now,

So they're typically testing

five different trailers for each of the movies,

the larger movies, and figuring out

which one is the most emotionally engaging,

which one is creating the most curiosity,

if it's a science fiction movie, which one

is creating the most fear, and so forth,

Is this whole thing,

because it sounds a bit crazy,

but is neuromarketing evil?

It's like anything else,

At the end of the day,

there will be people abusing it,

Which is the reason why it's fantastic

that you now dare to go through it

and experiment like this

to show what really goes on,

To show how successful his technique is

Martin is putting me through

a typical neuromarketing test

strapping me down to an MRI

and blasting my head with commercials.

Remember that scene in

A Clockwork Orange?

IRS kind of like that.

There is three things

we're going to look at right now.

One is fear

One is craving.

And one is sex.

Fear; craving, sex.

Fear; craving. Fear; craving, sex.

Fear craving, sex.

You may be dizzy,

so just sit for a minute, okay?

Like, in between each one of the breaks,

I would doze off

and literally, I would dream,

like in a commercial.

Like, the dreams would play out almost

in a 30 second commercial.

It was kind of weird.

- This is my brain?

- This is your brain,

- This is my brain on commercials.

- Right.

Let's take a look at the results.

This is your brain.

There's an amazing amount

of brain activity going on,

Did you feel like you wanted

to have a Coke after the scanning session?

I would have liked to have had a Coke

after the scanning session.

Because I remember,

you actually said that as you left the studio

and I want to tell you why,

Take a look at this.

- Okay.

- Basically, the red/yellow area

shows that you are highly engaged

and there's a lot of activity going on,

And not only that, we can

see you so emotionally engaged

that something else is happening,

The amygdala was also activated.

This is actually an area responsible

for two activities.

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