The Greatest Movie Ever Sold Page #9

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One is fear and the other one is the release

of a neuro-transmitter called Dopamine.

And guess what?

You got a release of Dopamine

when you saw the Coca-Cola ad,

You actually wanted to have it,

This is addiction. This is not anything else.

This is addiction.

And this is really the reason why

neuromarketing is happening now

because there's no way you could

explain that to me

when I was interviewing just after

watching the commercial, right?

Yeah, no way,

no you mink man by doing stuff like mas

you're manipulating consumers

to make a choice?

Let's get one thing right,

advertising, as a concept, is manipulation,

But don't be fooled,

because if you go into a retail store

and you think you're safe, that's the point

where you're most volatile,

or you're the most vulnerable

in the whole process,

Where should I be able to go

where I don't see one bit of advertising?

To sleep,

That's what it's coming down lo.

It affords no limits.

And that's the nature

of the commercial instinct.

It doesn't know boundaries.

It doesn't know limits.

It goes into areas that should be taboo

like commercializing childhood,

Corporations are raising our children,

McDonalds feeds them. And Disney

and Time Warner entertains them.

So, that's becoming a world,

which is designed to create conditioned

responses just like Pavlov's dog,

We're told that what makes children

happy are the things that corporations sell,

And if we immerse kids in that from birth,

then it becomes what makes them happy,

And it's not good enough to say,

"Pick up a stick and make it

into a Harry Potter wand-"

You have to have the "real wand. "

From a young age,

you're buying into this identity,

"This stuff makes me who I am. "

Right. And what that does

is take away from creative play.

Kids are learning about the world

based on what's best for corporations

and they can't be objective,

Now Boarding:
Flight 755 To Aruba,

Look at all the space!

I've never had so much legroom!

- Lookie here!

- There's a TV in every seat!

I'm hungry, I want something to eat,

- Here's some free yum my snacks!

- Yummy! Yum, yum, yum, yum!

What a nice lady.

Flight attendants, prepare for takeoff.

Prince Dastan, have you wondered...

It's almost impossible for a film

to become a blockbuster

without reaching kids.

Specifically high-school kids.

And in 1989 one of the fast barriers

to that audience was broken.

For the past 20 years, Channel One

has been piping their news broadcasts

into more than 8,000 schools

all across the country.

First up today, the topic of bullying.

M exchange for providing free televisions

for each of the classrooms,

Channel One shows their broadcasts

for 12 minutes a day every school day

and reaches 6 million of one

of the nations most coveted demographics.

And because of that,

Channel One gets to charge a premium.

Each 30 second TV spot

can cost upwards of $200, 000.

As much as a primetime TV show.

Why do you think

there are commercials in there?

All of the commercials are so like,

of course they would do them for teens,

Thank you so much for that acne commercial

I don't mind it,

because they're just pounding information

into you the whole time,

the whole news broadcast

so that's like a break, turn,

talk to your friend for a little bit,

Like, we're here to learn,

not to buy, in my opinion,

Some writer during the late 18005 said

that schools should teach you

how to think, not what to think.

But I think that advertising

is really trying to tell you what to think,

and so I don't think that should be

in a school environment.

I feel like the amount of advertisement

that we already have is enough,

so if you added any more,

it would just be ridiculous.

I don't want to have our school name

changed to "Red Bull High. "

Sure, who'd wanna go to Red Buff High?

But The Greatest Movie Ever Sold High?

That sounds like a winner.

You see, these days, every major brand

is dying to get their name

an a building or a stadium.

And I may not be able to afford a stadium,

but in the cash strapped school district

of Broward County

I may have found the next best thing.

I've been in my job for 12 years,

And I swear, eight of those 12 years,

we've sat down every year

and said,

"Okay, what are we cutting this year?"

Our school board is looking

at every way to cut costs

that doesn't affect the classroom as they can.

And, you know, it's very hard,

I feel bad for what they have to

sit there and try and figure out what to cut

because you can't make everybody happy,

We're not allowed to do

the outside of school buses

We were looking at providing

all of our work vehicles with the possibility

of putting advertising on them.

What's been the reasoning for not

wanting to have it on the outsides of buses?

Thats a state law. We would love to have it

on the outside of buses,

but it's the state of Florida

that has Said "No. "

It seems like with the school bus advertising,

you'd have to advertise

on a ton of school buses-

Otherwise you're hitting

the same kids every day,

- It has to be a message.

- Right.

Right, because like a community college,

it's great, go to college.

Right. They still do not want to do product,

Would it be more lucrative if it was products?

If they could do their 69 cent whatever

in a school bus...

Yeah, yeah,

But then, you're gonna

deal with the health issues,

And with the parents that are upset

that you're advertising...

- Fast food.

... that Stuff 10 their kids

- when they're captive on a school bus.

- Yeah.

Now, Tallahassee is cutting and cutting

and cutting,

but you need to implement this program,

but we're not giving you any funding to do it,

- This is a law firm,

- Yeah.

- Met-Rx.

- Orthodontics-

Orthodontist.

Very applicable to high school kids,

"Call us to place your business name here

for advertising. "

That would be my number.

That's pretty much it.

We had some other ones up,"

The banner contract is a year.

I love that it's a high school where I can

go get the home of the two-for-one tattoo,

Well, I am not sure about that one.

This is truly advertising.

Someone looks at this and they go

"Oh yeah, I saw these guys on the bus,"

With all the banners that are around here

and on the inside of the stadium,

how much revenue

does that generate a year?

Probably under five-seven thousand dollars.

I think I'm gonna have to come back

and get a banner.

- All right, yeah, a couple!

- On the fence line?

That's a deal,

we're gonna shake on that right now,

- Au right.

- It's a deal,

Good. Who do I send the contract to?

Maybe this is as big as the wrap gets,

- That's still pretty big.

- Yeah.

Really, so thats only 75 bucks a month?

Why do you think so many people

are against advertising

in school districts and in high schools

and juniors highs, elementary schools?

Well, because school is sacred.

And school is meant for learning,

But when you're in a school

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