1) Why did you decide to dive into product placement as a documentary subject?
The idea came after watching a particularly bad episode of Heroes where the cheerleader was given the family car and it felt like I was watching a commercial. My producing partner Jeremy Chilnick and I talked about it (and all the other bad examples we'd seen in movies and TV) as well as the pervasiveness of marketing and advertising. So, that was when we decided to make a film that would pull the curtain back on the industry and actually get them to pay for it.
2) How did you choose your interview subjects?
Whenever we get an idea, we compile a giant wishlist of people we'd love to talk to as part of it. Some of them come through (Ralph Nader, Noam Chomsky, JJ Abrams) and some of them don't (Michael Bay, Jon Favreau, any A-List actor.)
3) What was the strangest thing that happened during the shoot?
Brands actually wrote to checks to us to make this film! Read More
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