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Inside YouTube's First Sundance Film Festival Activation

For its first pop-up at the Park City film fest, YouTube took over a two-story space to host days full of programming that included yoga and Google Glass demos.

Photo: Courtesy of YouTube

YouTube has created sponsorships for the Sundance Film Festival since 2009, but this year marked the first time that the Google-owned company had a major activation on festival grounds. From January 16 to 25, YouTube's two-story pop-up space on Main Street had full days of programming that included everything from yoga classes to panel discussions, film screenings, and parties for filmmakers. Inspired by the Park City, Utah, atmosphere and YouTube's anyone-can-be-a-filmmaker culture, the activation was managed by Google staffers Amanda Matuk, Zachary Papale, and Alandha Scott in conjunction with agency Say OK. It was meant to feel like a rustic artist's loft in the mountains. Here's a look inside YouTube's first Sundance activation.