In other words, the movie is the story of the making of the movie itself; and the movie itself consists largely of product integration, including three embedded 30 second commercials. If you’ve got that, we’ll move on.
Included in the film are cameos by several attorneys. One of them is advertising industry lawyer Rick Kurnit, whose firm “does a lot of branded entertainment work,” according to firm spokesman Marc Handelman. In an interview with THR, Kurnit explained that producers charge for product integration based on fine gradations: there’s one price if a star uses the product, another if he or she handles it, a different price if the star says the product’s name, still another if the star is in proximity to the product, and yet another if the star and product simply share a scene.
Kurnit’s price as disclosed in the movie was $770 an hour. His rate has since gone up to $890 an hour, making the old price seem like a bargain. But no matter: Kurnit didn’t charge Spurlock, instead receiving value from placing a product – himself – in the documentary.
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