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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Snow Business: Top Brand Activations From the 2025 Sundance Film Festival

This year’s parties, panel discussions, and brand activations honored independent filmmaking at the annual tentpole event.

Michele Laufik
January 29, 2025

Programming included talks and panel discussions such as Editors on Editors (pictured).Programming included talks and panel discussions such as Editors on Editors (pictured).Photo: Courtesy of AdobePARK CITY, UTAH—The 41st edition of the Sundance Film Festival kicked off Jan. 23 and wraps up Feb. 2 in Park City, Utah. 

Many big-name brands such as Audible, Adobe, and Shutterstock returned, hosting panel discussions and parties—perhaps for the last time on Main Street. 

With its contract due to expire with Park City in 2026, Sundance is currently searching for a new home. Cities that remain in contention are Cincinnati and Boulder, Colo., with the third option being to stay in Utah. 

Keep scrolling to see inside the parties, activations, panels, and more from the 2025 Sundance Film Festival... 

Attendees wander Main Street at the 2025 Sundance Film Festival.
Attendees wander Main Street at the 2025 Sundance Film Festival.
Photo: Breanna Downs
The Audible Listening Lodge
The Audible Listening Lodge
Once again, Audible hosted its lodge on Main Street where guests could listen to the brand's audio offerings across genres.
Photo: Courtesy of Audible
Festivalgoers were able to relax by a fireplace on an outdoor terrace, complete with a cozy heated yurt.
Festivalgoers were able to relax by a fireplace on an outdoor terrace, complete with a cozy heated yurt.
Photo: Scott Clark of Clark Studios
Guests enjoyed hot and cold beverages, along with light snacks and s’mores.
Guests enjoyed hot and cold beverages, along with light snacks and s’mores.
Photo: Scott Clark of Clark Studios
The Audible Listening Lodge also hosted the Variety x Audible Cocktails & Conversations panel events.
The Audible Listening Lodge also hosted the Variety x Audible Cocktails & Conversations panel events.
Photo: Courtesy of Audible
Acura House of Energy
Acura House of Energy
The 2025 festival marked Acura’s 15th consecutive year as Presenting Sponsor and Official Vehicle of the Festival.
Photo: Vivien Killilea/Getty Images for Acura
Carole Scotta, David Permut, Simon Taufique, Ryan Heller, Tom Kirdahy, Julia Hammer, Lana Kim, and CEO of the Producers Guild of America Susan Sprung appeared on a panel inside the space.
Carole Scotta, David Permut, Simon Taufique, Ryan Heller, Tom Kirdahy, Julia Hammer, Lana Kim, and CEO of the Producers Guild of America Susan Sprung appeared on a panel inside the space.
Photo: Vivien Killilea/Getty Images for Acura
The new Acura ADX premium compact SUV was on display.
The new Acura ADX premium compact SUV was on display.
Photo: Vivien Killilea/Getty Images for Acura
Chase Sapphire Reserve Lounge
Chase Sapphire Reserve Lounge
Chase Sapphire Reserve expanded its presence this year at a new location on Main Street.
Photo: Courtesy of Chase Sapphire Reserve
Available exclusively to Reserve cardmembers, the space featured complimentary bites, as well as Q&A panels as part of Los Angeles Times Talks @ Sundance Film Festival Presented by Chase Sapphire.
Available exclusively to Reserve cardmembers, the space featured complimentary bites, as well as Q&A panels as part of Los Angeles Times Talks @ Sundance Film Festival Presented by Chase Sapphire.
Photo: Courtesy of Chase Sapphire Reserve
Chase Sapphire Reserve cardmembers were able to customize hats inside the lounge.
Chase Sapphire Reserve cardmembers were able to customize hats inside the lounge.
Photo: Courtesy of Chase Sapphire Reserve
The Vulture Spot
The Vulture Spot
Vulture was back with its exclusive media studio, The Vulture Spot, hosting video interviews with talent from the festival’s films. Pictured: Jay Jurden, Joan Chen, Lily Gladstone, Han Gi-chan, Youn Yuh-jung, Andrew Ahn, Kelly Marie Tran, and Bowen Yang
Photo: Tommaso Boddi/Getty Images for Vox Media
The space also hosted a three-part, invitation-only morning event series, Vulture: In Conversation—presented by The Starbucks Coffee Company. The series brought together actresses Alison Brie, Rose Byrne, and Marlee Matlin for intimate discussions with Vulture's editorial team.
The space also hosted a three-part, invitation-only morning event series, Vulture: In Conversation—presented by The Starbucks Coffee Company. The series brought together actresses Alison Brie, Rose Byrne, and Marlee Matlin for intimate discussions with Vulture's editorial team.
Photo: Tommaso Boddi/Getty Images for Vox Media
The Adobe House
The Adobe House
As the presenting sponsor and official editing platform of this year’s festival, Adobe invited filmmakers, film students, press, and industry professionals to The Adobe House, where they could hear from leading filmmakers and meet with Adobe film and audio experts.
Photo: Courtesy of Adobe
Programming included talks and panel discussions such as Editors on Editors (pictured).
Programming included talks and panel discussions such as Editors on Editors (pictured).
Photo: Courtesy of Adobe
Guests could customize beanies with Adobe-related icon patches.
Guests could customize beanies with Adobe-related icon patches.
Photo: Courtesy of Adobe
Canon Creative Studio
Canon Creative Studio
Canon returned to this year’s fest with its Canon Creative Studio on Main Street, featuring filmmaker panels, educational opportunities for filmmakers, touch-and-try stations with the latest Canon gear, and “Magic Hour” events, hosted with IMDbPro and American Cinematographer magazine.
Photo: Courtesy of Canon
The brand hosted a panel on the making of the Selena y Los Dinos documentary.
The brand hosted a panel on the making of the Selena y Los Dinos documentary.
Photo: Courtesy of Canon
Shutterstock Chalet
Shutterstock Chalet
Shutterstock returned to the fest as the Official House Photographer and Portrait Studio Partner, offering professional shoots with photographer Jay L. Clendenin as well as bringing back the Shutterstock Chalet. New this year was the presence of GIPHY, whose team was on site at the chalet, creating bespoke GIFs.
Photo: Courtesy of Shutterstock
World of Hyatt
World of Hyatt
World of Hyatt returned to the festival as the official hotel sponsor. On Saturday, crowds gathered for a special Sundance edition of The Standard’s iconic Not Your Standard Bingo.
Photo: Gonzalo Marroquin/Shutterstock
That was followed by a DJ set by Questlove.
That was followed by a DJ set by Questlove.
Photo: Courtesy of World of Hyatt
The weekend concluded with cocktails and conversation at the Marc Jacobs Bookmarc party, where attendees connected with Linda Rosenkrantz, author of Peter Hujar’s Day, for a special book signing prior to the film premiere.
The weekend concluded with cocktails and conversation at the Marc Jacobs Bookmarc party, where attendees connected with Linda Rosenkrantz, author of Peter Hujar’s Day, for a special book signing prior to the film premiere.
Photo: Gonzalo Marroquin/Shutterstock
UTA House
UTA House
Once again, UTA welcomed filmmakers, artists, tastemakers, brand leaders, and industry partners to the UTA House for a slate of programming and events. Experiential agency Mirrored Media designed and produced the experience.
Photo: Courtesy of Mirrored Media
Women in Film and L’Oréal hosted a discussion, moderated by WIF's director of international programs, Andria Wilson Mirza, that focused on the importance of incentivizing buyers of women-led storytelling.
Women in Film and L’Oréal hosted a discussion, moderated by WIF's director of international programs, Andria Wilson Mirza, that focused on the importance of incentivizing buyers of women-led storytelling.
Photo: Courtesy of Mirrored Media
UTA’s Entertainment Marketing hosted its annual Brand Leaders Dinner in partnership with Warner Bros. Discovery at the house.
UTA’s Entertainment Marketing hosted its annual Brand Leaders Dinner in partnership with Warner Bros. Discovery at the house.
Photo: Courtesy of Mirrored Media
IMDb's 35th Anniversary Dinner Party
IMDb's 35th Anniversary Dinner Party
On Monday, IMDb marked its 35th anniversary year with a dinner at The St. Regis Deer Valley. The invitation-only gathering brought together entertainment industry thought leaders who enjoyed an evening of crafted cocktails, gourmet dining, and discussions centered on films from 1990—the year IMDb was founded.

The platform also hosted the IMDb Studio at the Acura House of Energy over the weekend. Celebrity photographer Mat Hayward captured portraits of actors and filmmakers including Dave Franco, Alison Brie, Benedict Cumberbatch, Elijah Wood, Jesse Williams, Callum Turner, Olivia Colman, and more.
Photo: David Becker/Getty Images for IMDb
'Cheers, Queers'
'Cheers, Queers'
For the second year in a row, GLAAD joined Frameline and NewFest to host “Cheers, Queers,” a panel and party in Park City, co-presented in partnership with Acura and co-host IMDbPro. The event included a panel featuring Zackary Drucker, Aud Mason-Hyde, Hope Giselle, Moi Santos, and Shaan Dasani, moderated by Alex Schmider. The panel was followed by a mixer to toast the LGBTQ filmmakers and community members in attendance.
Photo: Shutterstock for GLAAD
THR Studio at Park City x BOGNER
THR Studio at Park City x BOGNER
Stars stopped by the THR Studio at Park City x BOGNER space at Pendry Park City where they had the chance to try on and take home the brand’s apparel.
Photo: Clark Clifford
GLAAD x Meredith Marks Park City Boutique Event
GLAAD x Meredith Marks Park City Boutique Event
For the third year in a row, Meredith Marks opened the doors of her Park City boutique on Main Street to celebrate GLAAD and the organization’s work to accelerate acceptance for the LGBTQ community.
Photo: Shutterstock for GLAAD
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