POM WONDERFUL PRESENTS: THE GREATEST MOVIE EVER SOLD, Pa. — Altoona has officially ceased to exist.

Oh, it’s not been wiped from the map. It’s just been renamed after the latest movie by documentarian Morgan Spurlock.

The movie and the town are now both known as “POM Wonderful: The Greatest Movie Ever Sold.”

Spurlock was in the city where he participated in the renaming ceremonies and was set to appear at a local premiere of his movie at the city’s Jaffa Mosque. Spurlock donated $25,000 to the local police for the right to rename the city for the next 60 days, but it took some persuading by one of the movie’s sponsors, Sheetz.

The convenience store chain is based in the city and argued for the name change after initially being skeptical of Spurlock, and his reputation for harpooning businesses — including McDonald’s, in his 2004 movie “Super Size Me.”

Spurlock, wearing a blue suit emblazoned with sponsors’ logos that made him look like a human NASCAR vehicle, recalled hearing Louie Sheetz, the company’s marketing director, refer to him as a pimp. On Wednesday, Spurlock responded jokingly, saying, “It’s not easy being a pimp.”

Five protesters stood nearby during the renaming ceremony, arguing that the money might be better used for local schools and about the wisdom of renaming the city in the first place. One held a sign mocking POM Wonderful, a Los Angeles juice company that is the movie’s title sponsor, that said POM stood for “Pay Off The Masses.”