Documentary filmmaker
Morgan Spurlock is perhaps best known for his groundbreaking 2004 film
Super Size Me, in which he ate nothing but McDonalds for 30 days and ended up 24 lbs. heavier, with the liver of a chronic alcoholic. Born in West Virginia, he recently moved back to Park Slope after living in Fort Greene for the past couple years, and is glad to be back. We met up this morning at Cafe Martin and discussed his background, his love of Park Slope, and his newest project,
The Greatest Movie Ever Sold, a documentary about finding product placement and sponsors
for that documentary, in theaters April 22nd.
HPS: I was going to suggest we meet up in the McDonald's on Ninth Street, but I assume you've been banned for life.
Morgan: You mean like there's my face on the door with a big "X" through it? Not likely. Although maybe they'd send Grimace after me.
HPS: What was your path from where you were born in West Virginia to Park Slope?
Morgan: All I ever wanted to do was make movies. I wanted to go to film school and study filmmaking, so I ended up going to NYU and graduated there in 1993. I lived in Manhattan until around 2000, when a bunch of friends and I got a loft in Dumbo. And up until then, going to Brooklyn was the last thing you would ever do. Once you went to Brooklyn no one would ever come visit you, you might as well live in China! People were so upset. Even when I lived in Dumbo, I'd say, "It's one more stop! It's York Street! It's the first stop!" And they're like "Ahh, I don't know, it's Brooklyn!"
Once Alex, my son's mom, got pregnant, we decided that we wanted more space, we wanted a little peace of mind, and we moved to Park Slope. And it was pretty great. We lived on Ninth Street for about 2 1/2 years and then she and I split up, and I moved to Fort Greene and she moved to Tenth Street, and now after 2 years there I moved back so I can be closer to her and his school, so it would be easier for us while we split time with him.
HPS: What were you looking for that you found in Park Slope?
Morgan: Quiet. A back yard. Access to good grocery stores. And it's a real kid-friendly neighborhood. Where I was in Fort Greene, it was nice but it's not Park Slope. Park Slope is the most kid-friendly neighborhood. Come on, I live around the corner from a puppet show! It's a ten minute walk to the carousel in the park! It's great.
HPS: What are some of your favorite hangout spots and restaurants?
Morgan: I'm a Smiling Pizza fan. I seem to eat a lot of Smiling Pizza. I was walking around the area when I was moving back in and I found this bar on Sixth Avenue and Fifth, the Park Slope Ale House, and it's a pretty great pub. They got great food, a good pint, I was like, "Alright, this is going to work out great!" That's probably my new favorite hangout. I like the Chip Shop too. Applewood is probably my favorite restaurant in the neighborhood, though. I gotta go back there now that I'm back in the 'hood.
Right now I'm just so excited to be back in the neighborhood. It feels like this little village, and there's even little parts to it. South Slope, North Slope, you start heading down towards Gowanus, there's all these little pockets that are all independently-minded and have their own personalities.
HPS: Can you briefly summarize The Greatest Movie Ever Sold?
Morgan: It's a movie that looks at the world of product placement, marketing, and advertising, and the whole film is actually paid for and made possible by product placement, marketing, and advertising.
HPS: What inspired you to make this film?
Morgan: Well, I was a big fan of Heroes, the TV show, when it first came on. I thought it was brilliant, even though I've never seen a show take a downward spiral faster than that show. But in the second or third season, the cheerleader comes out of school, and the dad says, "Honey, we're really proud of you," and the camera pans to a car, and she says, "Oh wow, it's the Rogue! The Nissan Rogue! I can't believe it's the Nissan Rogue!" And I'm watching at home going, "Really? This is really happening right now?" It was terrible.
HPS: Does product placement inherently imply subterfuge?
Morgan: Not all the time. You watch any independent film, and there's somebody drinking Coke, Coke didn't pay to be in that movie. The bigger the movie gets, the more you start to realize there was probably something going on there. JJ Abrams says in the film that he wants his characters to be real, and part of what's in the real world are Levi's Jeans and Coke. It's when things don't ring true that they really stand out. Like a can that just says "BEER."
HPS: As people become more aware of the fact that they're constantly being shilled to, do you think there's a point where they disconnect, though?
Morgan: Maybe. I think people will react if they feel like there's a hard sell. A lot of people don't even realize how much marketing and advertising goes on in our daily lives. We've become blind to it. In the film I go to Sao Paulo, Brazil, where they've banned outdoor advertising. There's not one billboard, poster, or flier on the street. There's no advertising on public transportation. And it's a remarkable place. You can actually see architecture and buildings and nature.
HPS: Why do you think some product placement works and some doesn't?
Morgan: I think what works isn't necessarily product placement but person placement. It's the people that are associated with a product. If Brad Pitt puts my sunglasses on in the middle of a scene and rides off on a motorcycle, then suddenly every guy who wants to be cool and ride off on a motorcycle will want those sunglasses. Clark Gable didn't wear an undershirt in It Happened One Night, the first film to sweep the Oscars, in 1934, and suddenly everybody stopped buying undershirts.
How many people will want to be emulating a documentary filmmaker after seeing this film remains to be seen, but my prediction is that sales of Mane 'n Tail Shampoo will go through the roof!
HPS: What's your ultimate goal with this film?
Morgan: What I would love to see happen is for people to become so incredibly aware of the amount of marketing happening in their lives that we start to question how much sponsorship we want in our daily lives. Does everything need to be brought to you by some sponsor? The City Council just passed a law, they're going to start selling off parks and things in New York City to corporate interests. Giving them the naming rights, much like Barclays Station instead of Atlantic/ Pacific. Is that where we are as a society, that literally the only people we can turn to are corporations to come in and underwrite things? If that's the case, I can't wait to go skiing in Pepsi, Colorado!
HPS: The other side of the coin, though, is that if the MTA is losing money, having Coca-Cola sponsor a station seems like an easy solution.
Morgan: Well that's the question. Is there any other way, or do we all want to live in a world where it's "Next stop, Coca-Cola"?
HPS: So what are you working on next?
Morgan: We're editing a movie right now about Comic-Con. I'm a huge comic book geek. I grew up loving comics and genre movies, horror films, action movies, everything Comic-Con embodies now. We went and filmed there last summer, followed seven people, and it's a film about their stories, with Comic-Con as a backdrop. It's called Comic-Con, Episode 4: A Fan's Hope, and that'll be done this summer.