While watching Inception, I spent most of the movie nodding knowingly as if to convince my date of my incredible intellect and logic. The truth is, Inception left me more confused than a blind dog in a butcher shop. I attribute most of this to the obscene levels of lead-based paint in my childhood home, and some of it to Christopher Nolan's need to prove he's the smartest man in the world. But Inception is not alone in its mind-bending/universe folding/reality-is-a-myth attempts at duping movie go-ers (See films such as eXistenZ, The Thirteenth Floor, and Big Momma's House 2, to name a few). Documentarian Morgan Spurlock's (Super Size Me, Where in the World is Osama Bin Laden?) newest film, The Greatest Movie Ever Sold, adds a new self-referential layer to brain-crushing cinema. Placing advertising and marketing in his crosshairs, Spurlock has made a movie about selling the very film the audience is watching.
Few things in life are more boring than sitting through the hackneyed advertisements that precede the dimmed lights, trailers, and eventual feature presentation of the movie theater experience. Sure, there are some yucks to be had memorizing the looped trivia about rom-coms of the recent past and pretending to be a human IMDB when your buddy returns from a bathroom and popcorn run, but for the most part, this is an excruciating slice of life. And therefore it's a tremendous advertising opportunity for anyone up to the task of creating quality content! We're talking about a captive audience with no remote control to fast forward and a painful aisle exit process standing in their way. They are, quite literally, waiting to be entertained. For the love of all that is good, will someone please help these people? Timbaland, NASCAR, and Paula Abdul to the rescue! Wait, what?
This year at MIDEM, a gathering in France for the music industry elite, a number of panels focused on branding. Execs from Converse, NASCAR, PepsiCo, and Carhartt shed some light on the current state of music-based branding efforts. Advertising and the music industry are getting in harmony, Brandweek explains.