Spurlock made the announcement after the film's world premiere Saturday afternoon at the Library theater while wearing a suit emblazoned with corporate logos. In the meta-doc, which examines the ubiquity of product placement and advertising through the lens of Spurlock's own efforts to land sponsors for his film, he conducts a nationwide search for a company willing to pay $1 million for exclusive naming rights. Beverage giants Coca-Cola and Pepsi passed, but Los Angeles-based POM Wonderful pomegranate juice agreed to fork over the sponsorship fee, and its executives--along with those from several other brands that Spurlock convinced to back the film--joined the filmmaker on stage after the screening.