CHICAGO A new film by acclaimed filmmaker Morgan Spurlock that examines product placement, advertising and marketing has been financed largely by Hyatt Hotels & Resorts, which also has a starring role in the movie.
“POM Wonderful Presents: The Greatest Movie Ever Sold” opens in U.S. theaters today. The Sony Pictures Classics release, which played to rave reviews at the 2011 Sundance Film Festival, explores the world of product placement, marketing and advertising, and was fully financed through product placement from various brands, each of which are integrated into the film.
Hyatt Regency Century Plaza in Los Angeles, Andaz 5th Avenue in New York City and Grand Hyatt Sao Paulo are featured in the film. Spurlock also experiences the benefits of the Hyatt Gold Passport program as a Diamond member, and a humorous Spurlock-produced 30-second commercial shot at Grand Hyatt New York is integrated into the film.
Hyatt has not disclosed how much it spent to participate in the movie, but its investment has been reported by multiple entertainment industry sources at about US$700,000.
“Old marketing models are being turned upside down,” says John Wallis, global head of marketing and brand strategy for Hyatt. “We constantly challenge ourselves to present the Hyatt brand and its values in innovative ways that make consumers take notice.
With humor and insight, the film unmasks the marketing process to bring audiences behind closed doors directly into the pitch meetings and marketing presentations that ultimately inform everyday entertainment decisions. Sponsors were provided with brand category exclusivity. Each of the brands represented in the film, including Hyatt, have sponsorship arrangements with Spurlock.
“I felt the best way to examine the ever-growing debate of brand integration in film and television was to make a nonfiction film that openly uses brand integration to tell the story,” Spurlock says. “The idea was to do the same type of advertising, giveaways and cross-promotion for a documentary that big summer blockbusters do, to create a ‘docbuster,’ and to try to retain total creative control along the way.”
Joining Hyatt as official sponsors are well known brands including title sponsor Pom, JetBlue Airways, Sheetz Convenience Stores, Merrell Shoes, Amy’s Kitchen, Thayers Natural Remedies, Seventh Generation, Ban Deodorant, MovieTickets.com, Carrerra Sunglasses, The Original Mane ‘n Tail, Old Navy and Aruba Tourism Authority, marking Aruba as the movie’s official vacation destination.