By Amy Leibrock Posted January 25, 2012, 5:22 PM EST
PARK CITY, UTAH Now at the halfway mark, the 2012 Sundance Film Festival has seen a number of brand activations, ploys designed to get products in the hands of the many celebrities out and about in Park City. Sponsored lounges, gifting suites, music venues, interview studios, pop-up salons, and private dinner parties abound, bringing a wide array of marketers—from Nintendo and AT&T to Bertolli and Puma—to the snow-covered slopes of the Utah town.
The Sundance Channel has harnessed more media than ever before to share the indie film experience with fans at home, including nightly programs on the channel, live online streaming through Livestream, partnerships with Newsweek and The Daily Beast and the social magazine app Flipboard, as well as a bevy of social media platforms.
This year's iteration of the festival kicked off on Thursday, January 19, and runs through this Saturday. Here’s a look inside some of the most buzzed-about private events and activities in and around the festival.