{"id":26098,"date":"2017-02-06T19:39:23","date_gmt":"2017-02-06T19:39:23","guid":{"rendered":"http:\/\/www.lavisqteam.fr\/?p=26098"},"modified":"2017-02-06T19:39:23","modified_gmt":"2017-02-06T19:39:23","slug":"super-cash-me","status":"publish","type":"post","link":"https:\/\/www.lavisqteam.fr\/?p=26098","title":{"rendered":"Super Cash Me"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Titre Original\u00a0: <\/strong>The Greatest Movie Ever Sold<\/p>\n

De: <\/strong>Morgan Spurlock<\/p>\n

Avec <\/strong>J.J. Abrams, Paul Brennan, Peter Berg, Noam Chomsky<\/p>\n

Ann\u00e9e\u00a0: <\/strong>2011<\/p>\n

Pays\u00a0: <\/strong>Etats-Unis<\/p>\n

Genre\u00a0: <\/strong>Documentaire<\/p>\n

R\u00e9sum\u00e9\u00a0:<\/strong><\/p>\n

Morgan Spurlock d\u00e9voile la face cach\u00e9e du monde publicitaire en s’attaquant avec beaucoup d’humour \u00e0 la publicit\u00e9 dans le cin\u00e9ma et la t\u00e9l\u00e9vision.<\/p>\n

Avis\u00a0:<\/strong><\/p>\n

Morgan Spurlock<\/em> s\u2019\u00e9tait fait conna\u00eetre en 2004 avec Super Size me<\/strong>, un documentaire acide sur les fast-foods et les dangers de la malbouffe aux \u00c9tats-Unis. Il en r\u00e9sultait un film indispensable et saisissant. Son incursion dans le milieu et sa mani\u00e8re d\u2019\u00e9voquer des probl\u00e8mes de soci\u00e9t\u00e9 sans langue de bois se rapprochent du travail de Michael Moore<\/em>. Apr\u00e8s la qu\u00eate perdue d\u2019Oussama Ben Laden <\/strong>et la r\u00e9alisation d\u2019un \u00e9pisode sp\u00e9ciale des Simpsons<\/strong> (?!), Morgan Spurlock <\/em>s\u2019attaque \u00e0 la publicit\u00e9 avec un nouveau documentaire dont le nom fran\u00e7ais est \u00e9dulcor\u00e9 pour continuer \u00e0 jouir du succ\u00e8s de son premier m\u00e9trage. The Greatest Movie Ever Sold<\/strong> est-il \u00e9vocateur d\u2019une franche r\u00e9ussite\u00a0?<\/p>\n

\"\"<\/a><\/p>\n

L\u2019entame se fait \u00e0 coup de statistiques et autant d\u2019informations qui donnent un aper\u00e7u g\u00e9n\u00e9ral de l\u2019ascendant des publicitaires dans l\u2019industrie du cin\u00e9ma. Des placements de produits aux lignes de dialogues clairement influenc\u00e9es pour vanter les m\u00e9rites d\u2019un article, le constat se r\u00e9v\u00e8le encore plus \u00e9tonnant que les logos Apple ou Windows nous ont habitu\u00e9s entre deux sc\u00e8nes sur grand ou petit \u00e9cran. En cela, la th\u00e9matique est habilement choisie pour nous montrer l\u2019envers du d\u00e9cor d\u2019Hollywood puisque les producteurs n\u2019appr\u00e9cient pas de s\u2019\u00e9tendre sur le sujet. Pour ce faire, Morgan Spurlock<\/em> va directement se rendre dans les agences publicitaires ou au si\u00e8ge des marques vis\u00e9es.<\/p>\n

Pourtant, la trame atteint rapidement ses limites via une approche singuli\u00e8re et moins percutante qu\u2019escompt\u00e9e. La majeure partie du documentaire s\u2019axe sur la qu\u00eate de Morgan<\/em> \u00e0 s\u00e9duire des \u00ab\u00a0sponsors\u00a0\u00bb pour financer son projet. Exposition de ses arguments, participation \u00e0 la production et pr\u00e9sence entre deux s\u00e9quences\u2026 Le cycle se r\u00e9p\u00e8te inlassablement alors qu\u2019on saisit d\u00e8s les premi\u00e8res minutes la motivation du cin\u00e9aste\u00a0: trouver le budget par cette unique source d\u2019argent. C\u2019est un peu l\u2019exact contraire de Terry Gilliam<\/em> qui souhaitait s\u2019affranchir du syst\u00e8me pour r\u00e9aliser ses films, en particulier son adaptation de Don Quichotte qui a d\u00e9bouch\u00e9 sur un autre documentaire\u00a0: Lost in la Mancha<\/strong>.<\/p>\n

Mais ne nous \u00e9garons pas et revenons \u00e0 cette succession de rendez-vous, de questions identiques et de personnages antipathiques et v\u00e9naux. \u00c0 force de c\u00f4toyer un univers superficiel et mercantile, The Greatest Movie Ever Sold<\/strong> s\u2019oriente vers un horizon tout aussi lisse et inconsistant. De l\u2019aveu m\u00eame de son g\u00e9niteur, la ma\u00eetrise de son film lui \u00e9chappe. Probl\u00e8mes juridiques, contraintes dues aux contrats sign\u00e9s chez les diff\u00e9rents partenaires\u2026 L\u00e0 o\u00f9 on attend une vision cynique qui \u00e9branle les certitudes de ce beau monde, il s\u2019y fourvoie sans retrouver la pugnacit\u00e9 dont il a pu faire preuve auparavant.<\/p>\n

Il y a bien quelques interm\u00e8des o\u00f9 des sp\u00e9cialistes (psychologues, sociologues) interviennent pour montrer l\u2019impact soci\u00e9tal sur les masses. Pour autant, ces incursions s\u2019av\u00e8rent tr\u00e8s prudentes face \u00e0 la mainmise des publicitaires. M\u00eame constat pour l\u2019interview d\u2019illustres metteurs en sc\u00e8ne. Peter Berg, Quentin Tarantino, J.J. Abrams<\/em>\u2026 Tous y vont de leurs petites anecdotes, de leur regard sur l\u2019industrie du cin\u00e9ma, mais rien de notable ou susceptible de g\u00e9n\u00e9rer la pol\u00e9mique. Simplement une autre forme de publicit\u00e9 pour Morgan Spurlock<\/em>. Afin de combler les vides, la trame s\u2019\u00e9gare \u00e9galement sur la publicit\u00e9 dans la vie quotidienne. Sujet qui requiert pourtant une part plus importante qu\u2019un voyage \u00e0 S\u00e3o Paulo ou dans les bus scolaires des \u00e9coles am\u00e9ricaines.<\/p>\n

\"\"<\/a><\/p>\n

Non sans humour et l\u00e9g\u00e8ret\u00e9, The Greatest Movie Ever Sold<\/strong> (ou Super Cash me<\/strong>) tend \u00e0 d\u00e9noncer l\u2019omnipr\u00e9sence des publicit\u00e9s dans les productions cin\u00e9matographiques. Pour autant, le r\u00e9sultat est beaucoup moins irr\u00e9v\u00e9rencieux que Super Size me<\/strong>. La faute \u00e0 une progression redondante et creuse qui rend le d\u00e9veloppement de la th\u00e9matique vain et moins percutant qu\u2019escompt\u00e9. Si l\u2019ensemble reste int\u00e9ressant pour s\u2019informer, il se r\u00e9v\u00e8le clairement en de\u00e7\u00e0 du ton ironique et sarcastique auquel il aurait pu pr\u00e9tendre. Une mani\u00e8re d\u2019\u00e9voquer les errances d\u2019un mode de vie consum\u00e9riste sans bouleverser les consciences. Autrement dit, un spot publicitaire version longue qui aura co\u00fbt\u00e9 la bagatelle de 1\u00a0500\u00a0000\u00a0$ \u00e0 ses commanditaires. Sans grande cons\u00e9quence pour les spectateurs et les producteurs.<\/p>\n

Note\u00a0: 12\/20<\/strong><\/p>\n

[youtube]https:\/\/www.youtube.com\/watch?v=fXRCPObrZYs[\/youtube]<\/p>\n

Par Dante<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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