Morgan Spurlock finds a town with a sense of humour…and an asking price.

Morgan Spurlock sure is an original. There can’t be many punters who’d elect to undergo a month-long McDonald’s binge (well…) or live alongside hardened criminals (sounds like Screen HQ) in the name of entertainment.

But that’s how he rolls, this indefatigable creator of such intelligent confection as the Sundance 2004 breakout Super Size Me or the TV series 30 Days.

Now, savvy Spurlock has come up with a corker of an idea to promote his latest movie about product placement, POM Wonderful Presents: The Greatest Movie Ever Sold.

What’s he done, you cry? He’s only gone and purchased the naming rights for the humble Pennsylvanian city of Altoona, that’s what.

Starting on Apr 27, the unassuming industrial locale will be known for 60 days as… you guessed it, POM Wonderful Presents: The Greatest Movie Ever Sold.

Spurlock settled on Altoona following an “exhaustive” search and branded the place “a shining example of struggling cities all across America.” The money received by the city for the naming rights will be designated to the City Of Altoona Police Department.

“Morgan is giving us a platform to show the world the hidden treasure found in the Altoona community.” Not my words, but those of Altoona Mayor Bill Schirf, who adds: “Clearly, the people of Altoona have a sense of humour… and an asking price.”

SPC will open POM Wonderful Presents: The Greatest Movie Ever Sold in limited release in the US on Apr 22.