How Manufacturers Are Activating on the Sundance Movie Competition

PARK CITY, Utah—The Sundance Movie Competition’s 2024 model companions are enjoying an enormous function on Major Avenue.

It’s powerful to journey a single block with out recognizing an activation. Competition goers can go to DoorDash’s pop-up comfort retailer, or relaxation in considered one of a number of brand-sponsored lounges. Adobe, Acura, Audible, Canon, Chase, Shutterstock and United Expertise Authority all have devoted areas to host visitors and are operating their very own programming.

Media even have a presence on the competition this yr, together with publications The Minimize, Selection and Vulture.

It goes with out saying that manufacturers view Sundance as a useful promoting alternative, however that’s not their solely function on the competition. An uptick in cinema pre-show spot gross sales means that extra manufacturers aspire to the massive display.

In 2022, job search website Certainly purchased out the complete 160-minute cinema pre-show slot through the opening weekend of Jordan Peele’s movie Nope, and aired its personal brief movie throughout that point. Some aspiring filmmakers attend the competition in hopes of forging model partnerships which may fund their tasks. In the meantime, advertisers are congregating simply off Major Avenue on the Lodges at Deer Valley to attend the Sundance-affiliated content material observe BrandStorytelling.

BrandStorytelling programming is full of brand-sponsored content material throughout varied codecs. On Thursday night time, IPG shopper göt2b sponsored a personal screening of the documentary it funded, Queen of New York, and an afterparty. Immediately, the Publicis bespoke company Staff One is screening two of its brief movies about model longevity based mostly on Staff One chief technique officer Mark Miller’s e-book, Legacy within the Making.

Test again all through the week for extra updates from the competition.

DoorDash and GroupM company Wavemaker’s pop-up comfort retailer

DoorDash partnered with GroupM to debut a pop-up comfort store positioned on Park Metropolis’s Bear Walkway, simply off Major Avenue. There, competition goers can seize a free scorching chocolate and important objects corresponding to snacks, hand heaters, sanitizer, mouthwash, Advil, dry shampoo and condoms.