ENTERTAINMENT
04/27/2011 12:56 pm ET | Updated Feb 22, 2012

Altoona Changes Name To 'POM Wonderful Presents: The Greatest Movie Ever Sold'

For the next two months, a lucky group of Pennsylvania residents will be able to call themselves Pom Wonderful Presents: The Greatest Movie Ever Sold-ians.

Filmmaker Morgan Spurlock has bought the naming rights to the town of Altoona, Pennsylvania for the next 60 days, paying $25,000 -- which will go to the town's police department -- to stamp the name of his new doc-buster film on the town.

The film, which explores and ultimately maligns product placement and brand advertising while using that exact process to fund its production, is Spurlock's latest brainchild. He is perhaps best known for his Oscar-nominated "Supersize Me," which took on McDonalds.

The naming of the town is largely ceremonial and won't change much. "We're all going along with the gag. We've become part of the shtick," Pom Wonderful Presents: The Greatest Movie Ever Sold Vice Mayor Bruce Kelley told the AP.

One issue Spurlock tackled in the film was advertising in schools -- something he very much frowned upon -- a place he thinks should be off limits for advertising.

"I think that what will happen is that it will stay with you when you leave, and it will really start a conversation," Spurlock told The Huffington Post in a recent interview. "People will ask where do we draw the line, where does it stop?... Where does it end, where does it stop, where do we define places as being sacred again?... I think these questions will come up."

For 60 days, that line is broken at Altoona's city limits.

CORRECTION: A previous version of this article referred to Altoona as a suburb of Pittsburgh, which is inaccurate.

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