As it is, the Altoona, Pa., company is a major sponsor, with lots of product placements throughout, having paid $100,000 for the privilege--an amount that will go as high as $250,000 [image-nocss] if the movie reaches designated milestones of success, according to the report.
The parties almost did not connect because of documentarian Spurlock's reputation from having skewered the fast-food industry in Supersize Me.
"I didn't return his call," Sheetz told the newspaper. "I didn't want to speak to that man."
But mindful of company spokesperson Monica Jones' urgings never to leave a caller with a "no comment," he relented.
Spurlock eventually sold him on the concept for the movie.
Sheetz had already bought the notion of brand placement, having placed products in The Office TV series, among other venues.
It became more than just a marriage of convenience with Spurlock, eventually, said the report.
"We've learned to appreciate and love him," Sheetz said.
A native of Sheetz territory in West Virginia, Spurlock has "an affinity for our company and our brand," Sheetz said.
As a protection, the company obtained a contract clause prohibiting disparagement of any firm. So as the project proceeded, it felt safe, despite being part of a piece poking fun at the very concept the company is trying to exploit for profit in the venture.
"We're in on the joke," Sheetz said.
The company shied away from the title sponsorship, however, because of the cost, the uncertainty of the project at the time and because Sheetz is only a regional firm, the report added.
"It could have blown up," Sheetz said.
The familiarity the movie may generate, however, may help the company expand, Sheetz said.
People can see "we're not your typical gas station convenience store," Fred McConnell, the company's director of brand development, told the Mirror.
Sheetz was the second sponsor to sign on with Spurlock and is the only regional firm among the sponsors, Sheetz said.
(Click here for previous CSP Daily News coverage. Watch the official trailer, featuring Stan and Louie Sheetz, above orclick here to view the trailer on the movie's official website.)
The Altoona City Council has gotten into the spirit of the film, added the report. Between April 27 and June 24, residents of Altoona will be living in "POM Wonderful Presents: The Greatest Movie Ever Sold, Pennsylvania."
POM Wonderful Presents: The Greatest Movie Ever Sold opens April 22.
Sheetz has more than 385 convenience store locations across six states: Pennsylvania, Maryland, Virginia, West Virginia, Ohio and North Carolina. It has more than 13,500 employees.
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