Sundance Film Festival: How Brands Are Activating in Park City

PARK CITY, Utah—The Sundance Film Festival’s 2024 brand partners are playing a big role on Main Street.

It’s tough to travel a single block without spotting an activation. Festival goers can visit DoorDash’s pop-up convenience store, or rest in one of several brand-sponsored lounges. Adobe, Acura, Audible, Canon, Chase, Shutterstock and United Talent Authority all have dedicated spaces to host guests and are running their own programming.

Media also have a presence at the festival this year, including publications The Cut, Variety and Vulture.

It goes without saying that brands view Sundance as a valuable advertising opportunity, but that’s not their only role at the festival. An uptick in cinema pre-show spot sales suggests that more brands aspire to the big screen.

In 2022, job search site Indeed bought out the entire 160-minute cinema pre-show slot during the opening weekend of Jordan Peele’s film Nope, and aired its own short film during that time. Some aspiring filmmakers attend the festival in hopes of forging brand partnerships that might fund their projects. Meanwhile, advertisers are congregating just off Main Street at the Lodges at Deer Valley to attend the Sundance-affiliated content track BrandStorytelling.

BrandStorytelling programming is packed with brand-sponsored content across various formats. On Thursday night, IPG client göt2b sponsored a private screening of the documentary it funded, Queen of New York, and an afterparty. Today, the Publicis bespoke agency Team One is screening two of its short films about brand longevity based on Team One chief strategy officer Mark Miller’s book, Legacy in the Making.

Check back throughout the week for more updates from the festival.

DoorDash and GroupM agency Wavemaker’s pop-up convenience store

DoorDash partnered with GroupM to debut a pop-up convenience shop located on Park City’s Bear Walkway, just off Main Street. There, festival goers can grab a free hot chocolate and essential items such as snacks, hand warmers, sanitizer, mouthwash, Advil, dry shampoo and condoms.

A photo of DoorDash's "Your Door to More" pop-up convenience store, at the Sundance Film Festival.

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