Morgan Spurlock’s brand-sponsored documentary about brand sponsorship is to open Sheffield Doc/Fest in June, little more than a month after opening Toronto’s Hot Docs festival on the other side of the Atlantic.
Spurlock’s POM Wonderful Presents: The Greatest Movie Ever Sold will open the UK event on June 8, with the filmmaker attending the event and presenting a masterclass on his work.
Unveiling the news on the Doc/Fest website, the festival’s film programmer Hussain Currimbhoy wrote that sponsorship “has been an element of great discussion and debate” since the beginning of film.
“In light of the funding conditions for documentary worldwide, we could not think of a more prescient doc to get the ball rolling at Doc/Fest,” he added. “But just as importantly, Spurlock is great fun – his sense of humour is just what the doctor ordered.”
The Super Size Me director’s latest will be one of around 120 docs playing at this year’s event, which for the first time moves from November to June.
The festival will host European premieres of a number of Sundance favourites, including Ian Palmer’s Knuckle, Steve James’ The Interrupters, Marshall Curry’s If A Tree Falls, Matthew Bate’s Shut Up Little Man: An Audio Misadventure and Andrew Rossi’s Page One: A Year Inside the New York Times.
“Moving to June from November has allowed Doc/Fest to bring new international hits to launch into Europe so much more quickly”, said Currimbhoy, while Doc/Fest director Heather Croall added of the opening doc: “The film won high praise and many fans at its world premiere at Sundance and we know it’ll find more at Sheffield.”
As previously reported, Greatest Movie will open Hot Docs in Toronto on April 28.