The Sundance Film Festival's first big buy is a movie about selling out. Isn't it ironic?

Morgan Spurlock's ("Supersize Me") latest project, "The Greatest Movie Ever Sold," is premiering at the 2011 Sundance Film Festival - which just kicked-off today in Park City, Utah - and rights to the documentary have already been snatched by Sony Pictures.

The film takes a long, hard look at product placement, marketing and advertising. And here's the kicker: The entire project was financed by - you guessed it - product placement, marketing and advertising.

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