Saving Local Economies the Morgan Spurlock Way

Filmmaker Morgan Spurlock of "Super Size Me" fame is taking corporate partnerships and movie tie-ins to the extreme with his new movie, "POM Wonderful Presents the Greatest Movie Ever Sold." The documentary is Spurlock's attempt at showing how anything can be purchased at the right price, according to TIME. He focuses on the subject of product placement in movies and took things a step further by making million dollar advertising deals with a juice maker, airline company, and hotel business to finance the production and prove his point.

None of this should surprise those working in the film industry nor should consumers feel like his antics are something new since corporate partnerships have been around since the golden age of Hollywood. It is Spurlock's product placement deal with the town of Altoona, Pennsylvania that local politicians and voters around the country should give some attention. He convinced town officials to replace Altoona's name with the title of his film. The 60-day duration of this name change will allow Altoona, Pennsylvania to generate $25,000 in revenue which the mayor plans to use for the police department according to the Wall Street Journal.

This move by city council and the mayor gives Morgan Spurlock a marketing and possibly box office advantage over other films playing in that area of over 40,000 residents but the city budget and local economy is also at play here. If other towns adopted deals similar to Altoona with more filmmakers, this could be a useful way for movies to reduce the financial deficits that local governments are trying to manage during a time when funds seem to be drying up at the federal level. Renaming entire towns may not be the best idea, especially in cities that are larger such as Los Angeles, Chicago and Philadelphia.

There is no telling what kind of effect, if any, that a deal of "POM Wonderful Presents the Greatest Movie Ever Sold" magnitude would have on post office shipments, deliveries and other local services. However, there may be plenty of opportunities for local governments to follow Morga Spurlock's product placement model and capitalize on their population size and position in certain fields of business such as recreation or retail offerings. Opportunities can also be made by renaming city streets, bridges, public schools, and even stations along public transportation routes. In 2010, The Southeastern Pennsylvania Transportation Authority (SEPTA) renamed their Pattison Avenue subway station after telecommunications company, AT&T in a $5 million deal lasting for five years.

Considering how corporate brands could be integrated into most city properties, the possibilities for lucrative movie advertising deals in local areas are virtually endless. Temporary advertising deals could foster long-term advantages for local economies to help businesses sustain themselves and possibility even attract more jobs for residents. Movie theaters that are losing revenue due to online streaming, DVD rental services and movie piracy may see an improvement in ticket sales so they can remain in business. The dollars that moviegoers bring in goes far beyond the big-screen and includes parking, local dining, shopping and simple elements provided by vendors such as bathroom fixtures, security services and cleaning supplies. Morgan Spulock's marketing tactics for "POM Wonderful Presents the Greatest Movie Ever Sold" may be more insightful to watch than the actual movie.