Back to Business: How Sundance Sponsors Marked the Festival’s Return to Live

The Sundance Film Festival has been a storyteller’s haven for nearly four decades, and after two years of digital events, the upscale affair returned to the Utah mountains last month. Over 11 days, Jan. 19-29, the first-ever hybrid Sundance showcased 111 feature films, 64 short films and four episodic projects across venues in Park City, as well as Salt Lake City and the Sundance Mountain Resort. And sponsors were in the thick of it all, taking over Main St. with lounges, lodges, panels, live music and countless celebrations honoring emerging filmmakers and industry talent, all supported by a clear mission to spotlight underrepresented voices. Following is a look at how seven sponsors approached in-person engagement after a two-year hiatus. And… action!

From the Sundance Archives:

• Intel Cozies Up with Creatives in its Tech Lodge at Sundance
• Lodges and Lounges: Brands Offer Heated Hideaways, VIP Spaces & Music Events at Sundance Film Festival

ACURA

Acura brought the “energy” to mark its 13^th year serving as presenting sponsor and official automotive partner of Sundance, and delivered its largest festival presence to date across two footprints: the Acura Festival Village and the Energy Lab. Both venues were packed with day-to-night programming and live entertainment. As a self-proclaimed challenger brand, the automaker leveraged its sponsorship to amplify diverse voices and independent artists in film across a range of events and experiences while underscoring its “New World. Same Energy” campaign, which points to an all-electric vehicle future.

In the Acura Festival Village, attendees could catch live music and panel talks featuring artists and filmmakers hosted on the “Energy Stage” in partnership with organizations including the NAACP, The Latinx House, Outfest, Prime Video/IMDb, The Wall Street Journal and the Latino Filmmakers Network. The stage was also the setting for performances by Adrian Quesada of the Black Pumas, Emotional Oranges and DJ Cardi. There were additionally White Claws to sip on during daily Acura Hours, hot beverages at the Energy Lounge, a chance to view the all-electric Precision EV Concept vehicle up-close, Rabbit Hole cocktails (Sundance’s official bourbon partner), art and photo ops.

Over at the Energy Lab, attendees could take a journey into the “Acura Multiverse,” which was designed to put attendees in the virtual driver’s seat of the brand’s performance vehicle lineup via photo ops, a video op that captured participants racing through another dimension, galleries and an interactive installation from Mattaniah Aytenfsu, a creator who blends art and technology.

And, naturally, Acura’s full lineup of performance vehicles were on display throughout the festival, with MDX and MDX Type S SUVs serving as the official vehicles of the event. Partners: George P. Johnson Experience Marketing (lead agency); MullenLowe; G7 Entertainment Marketing; Sunshine Sachs Morgan & Lylis; IMDb.com. 

ADOBE

Adobe, another veteran Sundance sponsor, marked its 12^th year as a festival partner, and an endemic one—Adobe Premiere Pro and Frame.io are among the preferred editing solutions for Sundance filmmakers, with 67 percent using the tools to create their films this year.

The brand hosted several events aimed at celebrating filmmaking and spotlighting the editors who make movie magic. Like a “Behind the Edit: New Realms of Collaboration Panel” of established and emerging filmmakers discussing their Sundance projects, the storytelling opportunities made possible by remote collaboration and the future of editing with tools like the ones in Adobe’s product suite.

Adobe also teamed up with IndieWire to celebrate diverse talent. The partnership included a “Flip the Script” Mad Libs-inspired game, which was used to get the conversation flowing around turning the tables in Hollywood, and what creatives want to see in the future of filmmaking. In addition, the brands hosted casts from films including “Birth. Rebirth,” “Pretty Baby: Brooke Shields” and more, which included interviews with directors and actors. Agency: Sunshine Sachs Morgan & Lylis.

AUDIBLE

Cocktails and conversations were on the agenda at The Audible Listening Lodge, a colorful indoor-outdoor space located on Main St. open to Sundance attendees Jan. 20-22. Among touchpoints were show-stopping “Listening Gondola” installations where visitors could tune in to a curated selection of content across three themes: well-being, music and, naturally, storytelling. There was also a cozy outdoor lounge area with fireplaces, a heated yurt, and free hot and cold beverages, empanadas and s’mores available throughout the day.

The interior of the lodge was home to panels featuring actors, producers and directors, all moderated by Variety editors. Industry heavyweights like Emmy Award-winning creator Lena Waithe served on a Variety x Audible Cocktails & Conversations panel, while Academy Award-winning film producer Jeremy Kleiner participated in a fireside chat, and the brain trust behind Kevin Hart’s entertainment company weighed in on the value of audio storytelling. And for those who couldn’t make it to the festival, Audible conjured up a playlist of original content “in the spirit of Sundance.” Agency: Civic Entertainment Group.

CHASE

The Sapphire cardmember-only Chase Sapphire on Main lounge returned this year with an espresso bar and brunch bites, a Rabbit Hole happy hour, music performances and afternoon snacks, a live ice sculpture installation, a live watercolorist, aura readings, a travel accessory customization station and moderated discussions around some of this year’s featured Sundance films. The upper level of the venue was reserved for Sapphire Preferred cardmembers and Sapphire Reserve cardmembers, but only Reserve customers had access to a lower-level VIP event on Jan. 21 featuring a dj spinning tunes and an open bar.

STACY’S PITA CHIPS

Woman-owned Stacy’s Pita Chips added some flavor to Sundance with the release of “Rise,” a short film about the resilience of women entrepreneurs produced in collaboration with Reese Witherspoon’s media company Hello Sunshine, and Ventureland Studios. The centerpiece of the brand’s presence was the Stacy’s Roots to Rise Market, where the film was screened daily, products from past and present Stacy’s Rise Project winners were on display, and a variety of Stacy’s Pita Chips products were available for sampling. Stacy’s additionally hosted several panels featuring brand founder Stacy Madison, Rise Project winners, the creators of the “Rise” film and women in entertainment.

It’s our last day at @sundancefest! Come say hi from 10am-2pm MT at 660 Main Street #Sundance #HelpWomenRise pic.twitter.com/7WchwhYoE1

— Stacy’s Pita Chips (@StacysPitaChips) January 23, 2023

UTA

UTA (United Talent Agency) was another returning Sundance sponsor, and the team once again took over a luxury estate during the festival, where it played host to filmmakers, storytellers, executives and industry insiders for a weekend of programming, parties and events. And, right on brand, the agency transported its invited guests between the private property and Main St. in a fleet of Lyft-wrapped shuttles.

On-site, attendees could participate in fitness and ski activations in partnership with Free People and Barry’s Bootcamp on weekend mornings, attend seated panels, cocktail receptions, dinners and live music performances and brush shoulders with talent like Elizabeth Banks, Thai Randolph and Maryam Keshavarz.

Highlights included a Women in Film conversation and cocktail event; a brand leaders dinner; a celebratory brunch with UTA filmmakers, executives and partners; a comedy event with HartBeat Productions; and a “filmmaker and partners” party attended by more than 600 guests featuring djs and a performance by rapper Rich Brian in celebration of his Sundance film “Jamojaya.” Agency: Mirrored Media.

Photo credit: UTA

WHITE CLAW

The après-ski vibes were strong at the White Claw Shore Club, a premium lounge space where invited guests could “grab a While Claw and chill” while catching performances by Abraham Alexander, The Aces, Drew Holcomb and The National Parks. They could also enjoy detailed mountain murals by local artist Joseph Toney and view White Claw’s new 30-second spot, directed by Laura M. Gonçalves, which aired between festival films. Rounding out the touchpoints were a beanie customization station and a chance to win exclusive giveaways. Partners: G7 Entertainment Marketing; VCCP.

Photo credit: Steven Vargo

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