(Michael Cieply, The New York Times) “He’s not selling out, he’s buying in,” says the slogan for “POM Wonderful Presents: The Greatest Movie Ever Sold,” Morgan Spurlock’s whimsical documentary about product placement in movies and television shows.

Not one to leave a dollar on the table, at least when it comes to financing films, Mr. Spurlock now plans to help the rest of the documentary world buy in.

At the DOC NYC Film Festival on Wednesday, Mr. Spurlock is expected to join Thom Powers, the festival’s artistic director, and Claudia Strauss, chief executive of Grey New York’s Alliance unit, in announcing a program to help documentary makers round up product placement money for the marketing and distribution of their wares. The program is called “Launch PAD” — the letters stand for “prints, advertising and distribution.”