StarKist never asked, but filmmaker Morgan Spurlock did, so on April 27, Altoona will change its name to Pom Wonderful Presents: The Greatest Movie Ever sold.
That's the title of his latest documentary, about advertisers' publicity stunts.
So, when the City Council of the Western Pennsylvania burg approved the deal on Wednesday, they created another real-life example.
Only this time, Spurlock was the advertiser, promising a reported $25,000 for the police department and a special screening in exchange for a temporary name change.
Altoona will be Altoona again at the end of June.
To drive home his point with humor - and get some cash - Spurlock has done a lot of deal-making with the documentary's devil. He used plugs and product placements to fund the project, even selling the title rights to pomegranate product maker Pom Wonderful.