After two years virtual, Sundance returns in person with brands prioritizing experiential marketing


Filmmakers, movie market officers, stars, market experts, movie enthusiasts and online marketers will go back to Park City, Utah this year for the Sundance Film Festival, which is being held in-person for the very first time given that2020 The last 2 years participants tuned in practically due to the pandemic While tuning in online is still an alternative for participants, the focus is back on in-person activities and activations for the 39 th yearly celebration, which will range from January 19 th to the 29 th.

” We’re back, individuals are back completely force,” stated Mary Sadeghy, head of collaborations and co-director of improvement, Sundance Institute, of the in-person activations that will when again pepper Park City’s Main Street. “We’re not truly seeing a great deal of engagement around hybrid or simply online [activations] We have a handful of partners who are doing that however the most significant and most apparent thing we’ve seen is this holler to be back on the mountain and this enjoyment to be appealing in-person once again.”

There will be 122 brand names on the mountain for this year’s celebration, per Sadeghy, who included that there will be 18 various partner places on Main Street that will include a range of activations consisting of panels, celebrations, hot cocoa and even latte art classes, among others offerings. Brand name online marketers presenting activations at Sundance this year consist of long-running collaborations like Acura, Adobe and Canon along with more recent additions like Stanley and Stacy’s Pita Chips.

Over the last 2 years, sponsors appeared on a virtual variation of Main Street using more talks, panels and material for online audiences to tune into. This year, online marketers are focusing on guests in-person on the real Main Street.

” We’re truly delighted to be back face to face at Sundance 2023,” stated Len Musmeci, senior consultant, company method, B2B item preparation at Canon. “Canon will remain in a brand-new area in 2023, taking control of the Park City Museum at 528 Main Street. The area is a sanctuary for filmmakers going to the celebration. Throughout the day we will host hands-on presentations of all of our movie theater and video devices, and offer numerous shooting stations throughout the area where visitors can truly evaluate drive all the most recent Canon devices.”

The brand name will be concentrating on its in-person experience this year, per Musmeci, who included that sponsoring Sundance enables the brand name to provide “assistance to a neighborhood of artists that accept our devices for their movies and tasks,” stated Musmeci. “We customize our area on Main Street particularly for filmmakers, to provide a break outside the hustle of celebration activities.”

While sponsoring the celebration makes good sense for brand names endemic to filmmaking like Canon and Adobe, others like Acura see Sundance as a chance to “engage with a more youthful, varied audience,” described Meliza Humphrey, senior supervisor at Acura Marketing. “It’s a direct touchpoint to present next-gen Acura purchasers and brand-new consumers to Acura’s complete lineup of efficiency automobiles, throughout the streets of Park City and where festival-goers can find out more about the Acura brand name and our difficult spirit.”

With brand names concentrating on in-person occasions, participants and market officers anticipate Sundance to be a go back to typical. Or a minimum of a go back to as regular as an occasion can be after 2 years virtual and returning in the middle of the continuous pandemic.

” My sense is whatever will be back to regular,” stated David Anderson, company partner and co-head of skill firm UTA’s home entertainment and culture marketing department, including that his department has actually been more present at the celebration as more brand name online marketers have. “What we found 4 or 5 years back is that increasingly more online marketers were appearing at Sundance. They were appearing with the function of wishing to take advantage of material and storytelling as part of brand name marketing efforts.”

Anderson thinks that will continue this year with online marketers utilizing the celebration to link by means of occasions like UTA’s brand name leaders supper it will host this Friday along with other activations hosted by brand names and firms.

As for moving focus back to in-person, while the “desire to partner with more comprehensive audiences exists,” kept in mind Sundance’s Sadeghy, ” experiences are tough to duplicate completely in a digital environment. We have actually seen a huge return since individuals are thrilled about engaging in person.”

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