When filmmaker Morgan Spurlock decided to make a documentary on product placement in films, he got the idea to fund the entire project by selling product placements within the movie.
But there was one prospective sponsor that wouldn't give him the time of day.
"You won't be seeing toys for this movie in your Happy Meals," said Spurlock, with a laugh.
Spurlock rose to fame with the playful, irreverent, devastatingly revealing documentary "Super Size Me," an expose on the fast-food industry for which Spurlock ate only McDonald's food for a month. He documented a 24.5-pound weight gain and a cholesterol level that went from normal to 230, as well as other health problems.