Keith Staskiewicz
January 20, 2011 AT 09:30 PM EST

Image Credit: Tatiana Beller/PR PhotosSony Pictures has picked up the rights to The Greatest Movie Ever Sold, Morgan Spurlock’s latest documentary, Deadline reports. That would be quite a prideful title if it wasn’t so ironic. The Super-Size Me director has never been adverse to stunt-filmmaking, and this time he’s tackling the subject of product placement, and, in a black hole of meta, has funded the entire film through (what else?) product placement. The doc is set to premiere at this year’s Sundance festival and will hit theaters in April.

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