Hot Docs, North America's biggest documentary film festival, kicks off its 2011 run today in Toronto. Jam-packed with documentaries running through May 8, Moviefone Canada will be there from start to finish, offering up looks at some of the festival's noted films.

A movie about selling ad-space within a movie seems like a curious and potentially boring premise. But it's brought to life thanks to the hilarious personality and ambitious creativity of Morgan Spurlock, the man who brought us the experimental McDonald's doc 'Super Size Me.'

The sensational documentary filmmaker is back, and this time, with 'POM Wonderful Presents: The Greatest Movie Ever Sold,' he wants to play in the vast and cash-flush sandbox of advertising. More specifically, he wants to sell product placement spots in his 90-minute feature film.