Morgan Spurlock Renames Altoona, Pennsylvania “POM WONDERFUL PRESENTS THE GREATEST MOVIE EVER SOLD, Pennsylvania” for $25,000

     April 14, 2011

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Morgan Spurlock, the man who makes the world’s most adorable documentaries, is thinking big to promote his latest movie The Greatest Movie Ever Sold.  The conceit: Spurlock financed a documentary on product placement entirely through product placement to the point that the official title of the movie is POM Wonderful Presents: The Greatest Movie Ever Sold.  (See, adorable!)  As a dedicated spokesperson and filmmaker, Spurlock is doing everything he can to spread the word about POM Wonderful and his movie.  Spurlock purchased the rights to rename Altoona, Pennsylvania “POM Wonderful Presents The Greatest Movie Ever Sold, Pennsylvania” for $25,000.  Spurlock quipped, “I can’t think of a better way to celebrate the shifting tide of business in America.” [via The Wrap]

Now, the name change is only temporary, effective for 60 days starting April 27.  Still, it sounds like a great couple of months to be an Altoid.  The Greatest Movie Ever Sold is scheduled for limited release on April 22.  Read the official synopsis after the break.

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Filmmaker Morgan Spurlock explores the world of product placement, marketing and advertising in POM Wonderful Presents: THE GREATEST MOVIE EVER SOLD, a film that was fully financed through product placement from various brands, all of which are integrated transparently into the film.

While using brands in film promotion is not new for Hollywood, it certainly is new territory for the documentary format. Spurlock exploits the phenomenon to new heights, with everything from branded pizza boxes and in-flight film promotions to branded-everything in-film.

POM Wonderful Presents: THE GREATEST MOVIE EVER SOLD unmasks the marketing process to bring audiences behind closed doors directly into the pitch meetings and marketing presentations which ultimately inform our everyday entertainment decisions. Sponsors were provided with brand category exclusivity. Each of the brands represented in the film have sponsorship arrangements with Spurlock, placing him front and center in their brand campaigns and advertisements, both on and off-line. Partners have the unique right to promote themselves in association with Spurlock and the film as “The Greatest.” The agreements also stipulate that Spurlock maintains creative control of the film’s content and final edit.

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