Editor’s Note: Brands activating at the Sundance Film Festival earlier this month—from Chase to Acura to Audible to Dropbox—continue to elevate their presence at the annual event amid an audience of filmmakers, film enthusiasts and media folks. Event Marketer, a Chief Marketer Network publication, reports on how nine brands showed up for the film industry this year, from Chase’s glass chalet to Acura’s energy house to Audible’s listening lodge. Below is an excerpt; read the full story in Event Marketer here.
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The winds of change are in the air, but the Sundance Film Festival is once again taking place in Park City and Salt Lake City, UT, bringing together the movers and shakers of the filmmaking ecosystem, and a selection of sponsors, for 11 days of storytelling and community engagement.
While Sundance 2025 (Jan. 23 to Feb. 2) could mark the end of an era—after a four-decade run in Utah, the Sundance Institute is considering relocating the event after the 2026 edition—the festival’s mainstays are going strong. Acura has returned as presenting sponsor and official vehicle of the event for the 15th consecutive year, Chase’s upscale lounge experience is back, and Vox’s media studio, Vulture Spot, is alive and well.
At the same time, some of those longtime partners have been progressively elevating their Sundance presence by expanding their physical footprints (look no further than Adobe House), signifying brands’ continued investment in the festival, which is going strong, if not growing.
So, for a rundown of the landscape as it stands, and the brand action on the ground, join us for a jaunt through the mountains.
ADOBE
Adobe’s signature red square logo adorns a new space this year in Park City as the brand marks its 14th year as a sponsor of Sundance and its second with a physical space. This year, Adobe, which is presenting sponsor and the official editing platform of the festival, took over 608 Main Street to create Adobe House, which from Jan. 24-27 offered three levels of activations, content and special events. Read the full case study here. (Agencies: Amplify; Groundwork Events)
ACURA
As presenting sponsor of the fest, Acura’s presence at Sundance 2025 is multifaceted. The centerpiece was the Acura House of Energy, a space offering day-to-night programming that from Jan. 24-27 celebrated the thrill of driving while underscoring the automaker’s commitment to uplifting independent artists and underserved voices in film. (Also supporting the mission is a series of festival partnerships with organizations like GLAAD, Gold House and Women in Film.)
Across a charming, winter wonderland-like atmosphere, the Energy House experience included a range of touchpoints. Among highlights was Acura’s partnership with stop-motion artists the Ambriz Brothers, who crafted whimsical creations designed to bring the brand and its innovation in engineering to life in a replica movie-set environment.
For the full rundown of brand activations at Sundance, head over to Event Marketer.
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