The Greatest Movie Ever Sold

The Greatest Movie Ever Sold is a perfect display of what Spurlock’s brand personality analyst calls his mix of "playful and mindful" qualities. He sells himself with a shit-eating grin, riding the wave of his own charm, which is a force unto itself—fueling the camera equipment, feeding the crew, somehow exempting him from an icky breakdown of integrity even while dressed in a suit jacket cluttered with corporate sponsor decals. He convinces you that the film’s corporate doublespeak tagline ("he’s not selling out, he’s buying in") is actually true, that there is a difference.