Altoona, Pa., sells naming rights for filmmaker

Posted April 15, 2011, at 9:44 p.m.

ALTOONA, Pa. — Later this month, there will still be a city with roughly 31,000 residents in the Allegheny Mountains east of Pittsburgh. What there won’t be is a city named Altoona.

That’s because the city has sold its name to make some money — and to help independent filmmaker Morgan Spurlock make a point.

City Council on Wednesday approved a deal to change Altoona’s name to “POM Wonderful Presents: The Greatest Movie Ever Sold” for 60 days. Spurlock will pay the city an unspecified amount that will benefit its police department.

The film skewers the proliferation of advertising in American life. POM Wonderful is a juice company that paid to be the movie’s title sponsor.

The film will screen in Altoona on April 27, the day the name change takes effect.

 

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