The premise behind the production is that the documentary itself would be entirely paid for by sponsors, thus being a form of metafilm. The film’s slogan is «He’s not selling out, he’s buying in. Besides a great number of sponsoring and non-sponsoring corporate figures appearing in the film, others include:. The film premiered at the Sundance Film Festival in January Stephen Holden called the film «even more amusing than Super Size Me «, pointing out that «more than once the movie shows Mr. Spurlock, armed with clever storyboardsselling his ideas with an enthusiasm and skill that would put Don Draper of Mad Men to shame. Spurlock signed non- disparagement clauses with most of the companies showcased in his film but retained final cut. Mane ‘n Tail is featured prominently in the film, [1] but the film’s end titles disclose that they did not pay for the promotion. Instead, Mane ‘n Tail provided free products to be used in the product...