The movies may finally be more important than the swag this year at Sundance, which kicks off today. An informal survey of participating publicists and marketers reveals there will be fewer corporate sponsors, gifting suites, party houses and events at the festival than in years past.
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Real estate is also hurting, according to local news site Parkrecord.com, which reports that desirable spaces on Main Street in the heart of Park City are still available. Oakley, Fred Segal Fun, Sephora, T-Mobile, Microsoft, Nintendo and Moet Chandon are among brands that will have a Sundance presence, but the films — and such stars as Malin Akerman, Jon Hamm, America Ferrera, Adrien Brody, Eva Longoria Parker and Orlando Bloom — might be the main draw. “This year is an opportunity to focus more on that than product placement,” said Steve Kasuba, publicist for New York club GoldBar.