Here are two barometers of how I judge movies: I count up the amount of times they make me laugh or the amount of times they make me jump. Simple.
Of course, not all films have either effect and that can be fine. But both of these indicators are a clear demonstration of an emotional interaction. (I nearly forgot crying, but that is normally reserved for It's A Wonderful Life).
The best thing I can say about Morgan Spurlock's new documentary is that it made me laugh more than any film I've seen this year - and this was the 239th.
I was interested to see it has such a low rating on imdb. But then something else became clear. Spurlock could easily be an honourary Brit.
At Sheffield Doc Fest yesterday he introduced his new movie by saying how Supersize Me had taken off after first showing at the same festival seven years ago..
I reckon the Brits will also love Pom Wonderful's The Greatest Movie Ever Sold. Why? Because he has our sense of humour.
It's also funny isn't it how many Americans get uppity about digs being taken at the way they live their lives. Spurlock's spoof, therefore, has not tickled their funny bones in huge numbers.
Perhaps he is suffering the same fate as Michael Moore who seems to be a bete noir over the pond, yet here he is feted as a fantastic cutting-edge movie-maker.
Anyway, back to Spurlock's film in which he adopts the classic angle: "if you can't beat 'em join 'em.''
Thus, he tries to do deals with companies for product placement in his documentary about...the effect of product placement in movies.
Can he secure the $1.5million to cover the movies costs? Won't the companies look crazy for taking part?
I think the title of the film gives away his success as does the poster.
Do his sponsors come out of it well? That's a tough one.
On leaving Screen 4 at Sheffield Showroom, I was given a free bottle of Pom Wonderful. And I have to say, having never drunk pomegranate juice before, that it was rather splendid.
So, should its directors care that they come across as a bit barmy, if I end up buying their product?
Spurlock's movie is hilarious but, on reflection, I'm not too sure what his message was.
Is product placement good or bad? Or perhaps he was doing what all good movie-makers should - laying out the facts and letting the audience make up their own mind.
Either way, it's totally hilarious and I can't give it any less than 9/10 because of the number of times (12!) that I laughed out loud.
Catch it when it comes to the UK in September.
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