The Price Was Right: Pennsylvania Town Will Rename Itself After Movie

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Director Morgan Spurlock promotes 'The Greatest Movie Ever Sold' during the 2011 Sundance Film Festival

Mario Anzuoni / Reuters

It’s the product placement that tops all others. The small town of Altoona will become POM Wonderful Presents The Greatest Movie Ever Sold, Pennsylvania.

Morgan Spurlock’s new film, POM Wonderful Presents The Greatest Movie Ever Sold, proves you can buy anything for the right price. His tongue-in-cheek movie about the business of product placement was filmed entirely by – no shock here – product placement. In fact, juice maker POM Wonderful’s $1 million contribution earned them a spot in the film’s title – and a frequent spot in Spurlock’s hand in the film. The Super Size Me filmmaker will also stay exclusively at Hyatt Hotels and fly on JetBlue, and all other brands will reportedly be blurred out.

(More on TIME.com: See 10 Questions for Morgan Spurlock)

In a final twist, this time of self-promotion, Spurlock turned the tables to prove how easy it was to sell an ad spot. He took his movie’s name and pitched it to the people of Altoona, a small city in central Pennsylvania. For the asking price of $25,000, the title of Spurlock’s film will become Altoona’s new name for 60 days, starting April 27.

“Clearly, the people of Altoona have a sense of humor – and an asking price,” said Bill Schirf, mayor of the town soon to be known as POM Wonderful Presents The Greatest Movie Ever Sold. Schirf hopes the publicity stunt will help spotlight his city as an innovator in the new business world. And the town plans to put their check toward enhancing their police department.

No word on if Altoona’s 50,000 residents will have to update their mailing addresses.

(More on TIME.com: See the top 10 Sundance hits)

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