Morgan Spurlock has carved out a pretty successful career for himself by making documentaries about the most painfully obvious things. Whilst Supersize Me had its moments, and clearly had a big impact on how people view fastfood, it was still a film stating something most people should already know. The Greatest Movie Ever Sold continues this formula, only this time you don’t get the added bonus of seeing a man vomit out of his car window.

The film is essentially a making of documentary for a film that doesn’t exist. Instead it is Spurlock’s journey trying to get advertising sponsorship to fund his film about product placement. It sounds like a clever postmodern conceit but the end result really isn’t half as clever as Spurlock thinks it is. Instead it is a repetitive sequence of boardroom meetings labouring on a point the audience is fully aware of. It raises no new questions or offers any real insight into the issue of advertising in our daily lives. A total waste of potential.