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Product placement doc is both meta and entertaining

Seven years after adopting a McDonald’s-only diet for Super Size Me, Morgan Spurlock once again puts himself at the centre of his documentary action. This time, Spurlock’s credibility, rather than his health, is on the line, in a movie about product placement in movies that follows Spurlock in his quest to fund the movie entirely with product placement deals. Very meta, and also entertaining. Spurlock’s the anti-Michael Moore, a filmmaker whose everyman personality and humour lead his subjects to trust him and who doesn’t resort to manipulative editing to make a strident point. His movie reveals how corporations exert influence on popular culture and suggests that, yes, it’s pretty fucked, but Spurlock shoots straight enough that the audience can make up its own mind. It’s a winking sellout that pays off.

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