In 2017, Morgan Spurlock’s American documentary Holy Chicken! was released. It examines how the fast food industry has remade itself as healthy after the 2004 film Super Size Me and is a sequel to that film. Spurlock’s attempts to open his own fast-food business are followed, illustrating some of the ways that rebranding is more about perception than reality.
The movie opens with a collection of news articles promoting the grand opening of a new fast-food restaurant owned by Morgan Spurlock. The film Super Size Me, directed by Spurlock, is well known for examining the harmful effects of consuming just McDonald’s for a month.
Spurlock continues by saying that six months before this big launch, the marketing company for Carl’s Jr. and Hardee’s had requested him to take part in a commercial screenplay where he went to expose them as a poor fast food business but discovered they were “really doing a lot of amazing things.”
The film made its international premiere on September 8, 2017, at the Toronto International Film Festival, where it finished second runner-up for the People’s Choice Award for Documentaries. After the movie’s premiere, YouTube revealed that they had spent $3.5 million to acquire the rights to show it on YouTube Red.
Is Holy Chicken still in business?
Holy Chicken, however, only lasted for four days, and other than a similarly limited run in Manhattan this month, there have been no announcements about future plans for the restaurant.
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