The Sundance Film Festival is happening through this Sunday and one of the films getting attention is The Greatest Movie Ever Sold, the latest from Super Size Me filmmaker Morgan Spurlock. The new film takes a look at product placement and marketing, with Spurlock talking to reps from brands including Pom Wonderful, the pomegranate juice, and JetBlue.

“It took finding businesspeople who were willing to stick their necks out in a big way,” Spurlock told The New York Times. Indeed, McDonald’s is likely still a little stung by that “other movie.”

A 2009 study by the Center for Social Media at American University found that “documentarians ‘often’ don’t treat corporate executives in the same manner as everyday citizens, partly because executives have access to public relations experts.”

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