It isn't all that great, actually. Really cheesy and very predicable of how certain scenes are gonna turn play out. However, I guess that's the charm of it all, because I would consider this one of my guilty pleasures.

This film is so real. It treats its characters with so much care and sensitivity.

The movie's not perfect, but it sticks the landing of its message. It was engaging - thrilling at times - and I personally thought it was a great time.

A clunky actioner with a handful of cool moments.

Good, but not great, documentary. The idea of a movie-within-that-same- movie, basically "The making of...(the movie)" IS the movie, is brilliant. Morgan Spurlock (of Super Size Me fame) handles this part superbly, setting out from the beginning to have this Mobius Strip-like structure to the movie, and weaving a great web around this.However, the central theme of the movie, marketing and all its disguises, is hardly revolutionary or controversial. The idea of brand positioning in movies is not new, or even subtly done. So Spurlock's movie doesn't really cover new ground in that respect, though it does neatly package and inform us on the subject. The problem with using corporate sponsors to fund the movie means Spurlock has to pull his punches when exposing the lengths of evils of brand positioning. If he had set out to trash the concept, he would have no sponsors and no funding, thus no movie.So the movie's own concept dooms it to being less than brilliant.Overall, worth watching, but not as enthralling as I would have expected.

I love Morgan Spurlock's style of story telling. He's funny, but not irreverent or disrespectful. He can poke fun at something yet doesn't get mean about it. I feel like his films have a lot of background research that goes into them.This film doesn't disappoint. It's funny. It's extremely interesting in terms of understanding the process of getting product placement into films. It's entertaining.It's not his best work.The film gets a little slow and repetitive towards the middle. There's no big "I'm blowing the whistle on you" type of moment. Yeah, companies spend money to advertise to us. Artists are always looking for new ways to get paid to do what they do, i.e. make movies. I wished Morgan had spent a little more time hitting these film makers and product people about the real question: is everyone selling out? And if so, is that OK?I would recommend this film if you like documentaries, if you like Morgan Spurlock films, or if you are yourself a film maker or film making fan and want to know more about the business side of show business.

Morgan Spurlock once again pushes the envelope of movie-making with a unique form of documentary. It's a movie-within-a-movie about product placement and it explores all the artistic and moral dilemmas that go with the territory. He gets both sides of the story from famous directors (J.J. Abrams, Peter Berg) to big time marketing execs (with often hilarious war stories from the trade). All the while, truly "showing" rather than "telling" the story of how commercialism and art intersect, and often collide. Its a meditation on the (often financial) struggle many artists feel to get their message out. Spurlock puts his reputation at stake as he did with his health in Super Size Me. He also manages to be highly educational and its a must-see for anyone who studies marketing or aspires to be a producer.Overall, its good natured, fun movie-making that's enjoyable through every scene. Spurlock is a talented documentarian with original style and flair that gets plenty of laughs.

Morgan sets out to make a docu reality* funded entirely by PRODUCT PLACEMENT- branding whatever you would like to call it.AS a film maker the question is do you give up your creativity so that you get the money to do your creativity? Is your creativity less so if you have to shift a couple of things that your funders don't like in the Script. That is the basic plot of this docu reality.At the beginning of the movie i didn't think he would make it, i thought half way through he would say something like he had had to re-mortgage his house , sell his grandma, cat, dog and goldfish to complete it....YEP they coughed up money , hard cash, more hard cash, and more hard cash...but did he compromise to get it done though?....* docureality - because it was happening as he filmed and lets face it that is the reality for filmmakers.Watched at the BFI(London) on an unseasonally sunny autumn day.... Anyone for POM? LOL you had to be there!