Spurlock launches documentary sponsorship program

By the Associated Press | October 31, 2011 | 3:10 PM EDT

NEW YORK (AP) — Morgan Spurlock is still selling out, only now he wants to help other documentary filmmakers find ad dollars, too.

The director on Monday announced the creation of Launch PAD, an initiative to help filmmakers find sponsorship and product placement deals with advertisers. The program is being launched by the DOC NYC festival and advertising company Grey New York.

Though documentarians typically avoid alliances with corporate sponsors, Spurlock made product placement the subject of his 2011 film "The Greatest Movie Ever Sold."

Launch PAD has five films for which it will seek financial assistance, and it plans to select five more films in the coming months.

The program will be led by Claudia Strauss, CEO of Grey New York's Alliance unit.