Click to Skip Ad
Closing in...
Steve Carell Redefined His Career By Surprising Everyone in 'Foxcatcher' Steve Carell Redefined His Career By Surprising Everyone in 'Foxcatcher' Watch: Ellar Coltrane on the 'Brutal' Experience of Watching 'Boyhood' After Living It Watch: Ellar Coltrane on the 'Brutal' Experience of Watching 'Boyhood' After Living It Mortem Tyldum Explains Why Alan Turing Was the Right Subject For His First English-Language Film Mortem Tyldum Explains Why Alan Turing Was the Right Subject For His First English-Language Film Why Richard Linklater’s ‘Boyhood’ is a Great, Unexpected Awards Season Frontrunner Why Richard Linklater’s ‘Boyhood’ is a Great, Unexpected Awards Season Frontrunner Watch: Patricia Arquette on Stripping Away Ego to Get to the Heart of 'Boyhood' 
Watch: Patricia Arquette on Stripping Away Ego to Get to the Heart of 'Boyhood' 'Whiplash' Breakout Miles Teller Has Officially Arrived 'Whiplash' Breakout Miles Teller Has Officially Arrived Michael Keaton Dug Deep to Deliver the Best Performance of His Career in 'Birdman' Michael Keaton Dug Deep to Deliver the Best Performance of His Career in 'Birdman' Mark Ruffalo Explains Why Dave Schultz Was One of the Most Complex Characters He's Ever Played Mark Ruffalo Explains Why Dave Schultz Was One of the Most Complex Characters He's Ever Played Keira Knightley on 'The Imitation Game' and Why Awards Matter Keira Knightley on 'The Imitation Game' and Why Awards Matter Katherine Waterston On the Good and Bad of Working With Paul Thomas Anderson Katherine Waterston On the Good and Bad of Working With Paul Thomas Anderson Emma Stone Proved She Can Do It All in 2014 Emma Stone Proved She Can Do It All in 2014 Jon Stewart is Off to a Strong Start with Directorial Debut 'Rosewater' Jon Stewart is Off to a Strong Start with Directorial Debut 'Rosewater' Awards Spotlight: Don't Be Surprised When J.K. Simmons Takes Home Oscar Awards Spotlight: Don't Be Surprised When J.K. Simmons Takes Home Oscar Jessica Chastain Proved She's a Total Chameleon in 2014 Jessica Chastain Proved She's a Total Chameleon in 2014 Laura Poitras on 'CITIZENFOUR,' The Most Dangerous Work She's Ever Done Laura Poitras on 'CITIZENFOUR,' The Most Dangerous Work She's Ever Done Jake Gyllenhaal On Doing Very Bad Things in 'Nightcrawler' Jake Gyllenhaal On Doing Very Bad Things in 'Nightcrawler' Channing Tatum Explains Why It Took Him Eight Years to Have the ‘Balls’ for ‘Foxcatcher’ Channing Tatum Explains Why It Took Him Eight Years to Have the ‘Balls’ for ‘Foxcatcher’ Ethan Hawke Didn't Know That Richard Linklater Would Bring 'Boyhood' Home So Well Ethan Hawke Didn't Know That Richard Linklater Would Bring 'Boyhood' Home So Well Jack O'Connell Explains What It’s Like to Work For Angelina Jolie Jack O'Connell Explains What It’s Like to Work For Angelina Jolie 'Red Army' Director Gabe Polsky Reveals the Story of Soviet Hockey 'Red Army' Director Gabe Polsky Reveals the Story of Soviet Hockey How Felicity Jones is Getting Noticed This Awards Season How Felicity Jones is Getting Noticed This Awards Season Edward Norton Goes Full-Blown For Alejandro González Iñárritu in 'Birdman' Edward Norton Goes Full-Blown For Alejandro González Iñárritu in 'Birdman' How Eddie Redmayne Transformed His Body and Mind to Become Stephen Hawking How Eddie Redmayne Transformed His Body and Mind to Become Stephen Hawking Oscar Isaac Explains How 'A Most Violent Year' Fits With His Other Roles Oscar Isaac Explains How 'A Most Violent Year' Fits With His Other Roles Timothy Spall Almost Went Mad to Play 'Mr. Turner' For Mike Leigh Timothy Spall Almost Went Mad to Play 'Mr. Turner' For Mike Leigh 'Gone Girl' Composer Atticus Ross: How to Write a Score Without Seeing the Film 'Gone Girl' Composer Atticus Ross: How to Write a Score Without Seeing the Film How to Play James Brown, By Chadwick Boseman: Study the Man, Listen to Drake How to Play James Brown, By Chadwick Boseman: Study the Man, Listen to Drake Chris Rock on Why Making 'Top Five' Was a No-Brainer Chris Rock on Why Making 'Top Five' Was a No-Brainer Steve James and Chaz Ebert Tackled 'Life Itself' Steve James and Chaz Ebert Tackled 'Life Itself' Bennett Miller Explains Why He Had to Make 'Foxcatcher' Bennett Miller Explains Why He Had to Make 'Foxcatcher' How Do You Roll Six Movies Into One? 'Wild Tales' Director Damian Szifron Explains How Do You Roll Six Movies Into One? 'Wild Tales' Director Damian Szifron Explains How Rosario Dawson Stole the Show From Chris Rock in 'Top Five' How Rosario Dawson Stole the Show From Chris Rock in 'Top Five' Alan Hicks: From Drummer-Surfer to Oscar-Shortlist Filmmaker Alan Hicks: From Drummer-Surfer to Oscar-Shortlist Filmmaker Alejandro González Iñárritu: 'Birdman' Could Have Been 'so wrong' Alejandro González Iñárritu: 'Birdman' Could Have Been 'so wrong' Amir Bar-Lev Likes to Make People a Little Uncomfortable Amir Bar-Lev Likes to Make People a Little Uncomfortable

Video & Photos: Altoona, PA Trades Its Name for $25K and a Morgan Spurlock Premiere

By Brian Brooks | Indiewire April 29, 2011 at 8:46AM

POM WONDERFUL PRESENTS THE GREATEST MOVIE EVER SOLD, PA -- It's not often that the dateline tells the story. But, as promised, Altoona, PA accepted $25,000 on April 27 from Morgan Spurlock in exchange for a 60-day lease on the city's name to promote the film (hereafter to be known as PWPTGMES).
0

POM WONDERFUL PRESENTS THE GREATEST MOVIE EVER SOLD, PA -- It's not often that the dateline tells the story. But, as promised, Altoona, PA accepted $25,000 on April 27 from Morgan Spurlock in exchange for a 60-day lease on the city's name to promote the film (hereafter to be known as PWPTGMES).

Spurlock presented the oversized novelty check to officials on the steps of city hall in a ceremony that included a marching band, cheerleaders, as well as a smorgasbord of donuts and very sugary drinks provided by Pennsylvania convenience chain Sheetz, one of the many PWPTGMES sponsors.

Speaking to the crowd in his now-iconic PWPTGMES logo suit, Spurlock said, "Today, we celebrate all the things that make America great: Small towns, good people - but more importantly, corporate takeovers!"

Later, he added: "No matter what your price, someone, somewhere in the world will pay it."

While the crowd featured many fans, a handful of protesters registered their dismay -- not over the sale of the city's name, but because the money has been earmarked by city officials for the police budget.

The crowd in the city formerly known as Altoona also included about 75 people who flew in on a chartered Jet Blue (sponsor) flight from New York City. A Mini (sponsor) escort and Sheetz Hummer escorted the two busloads of Spurlock's entourage (including iW) to the proclamation ceremony.

Afterward, Sheetz hosted a lunch of made-to-order convenience-store sandwiches followed by guerilla signage planting in various parts of POM Wonderful Presents The Greatest Movie Ever Sold, PA.

Later that evening, the southwestern Pennsylvania city hosted the film's east coast premiere for about 1,000 guests -- a number equal to nearly 5% of the city's population.

Some images of the day and an interview with Spurlock follow, as well as the full version of his speech from PWTGMES' City Hall.

Morgan on the flight to Pennsylvania tells indieWIRE what's up for the day ahead - aka, "The Greatest Day Ever."

Morgan gives his speech on the steps of the city formerly known as Altoona, PA on corporate takeovers, Hollywood, advertising and $25,000

POM Wonderful Presents The Greatest Movie Ever Sold" producer Jeremy Chelnick gives his rundown to iW of the day's event's following the East Coast Premiere of "Greatest Movie" Wednesday evening.

[Check out indieWIRE's full interview with Morgan Spurlock]

This article is related to: Video






Check out Indiewire on LockerDome on LockerDome



Awards Season Spotlight

Contender Conversations

Indiewire celebrates the best and brightest from Independent film, Hollywood, and foreign cinema.

More