You’ve come a long way, Sundance.

Forty years ago, in 1985, Robert Redford’s Sundance Institute assumed control of the fiercely independent U.S. Film Festival held in the Utah ski town of Park City. Over the ensuing four decades, the annual event—officially rebranded as the Sundance Film Festival in 1991—has become the launching pad for filmmakers, actors, and movies that have shaped and reshaped cinema culture.

And with those famous faces came famous companies. As Sundance’s 2025 edition flickered to life on Thursday, Park City’s event spaces were filled with activations and special programming organized by a bevy of big-name brands.

This year’s festival was already a notable one for Sundance-goers, as it’s the penultimate year that the festival will be based in its Utah hometown. Sundance executives are eying a move in 2027 that would take film lovers to one of three new locations: Boulder, Colorado; Cincinnati, Ohio; or closer to home in Salt Lake City.

For now, though, Park City remains the center of America’s independent film scene. Here’s a round-up of the brand activations looking to make this year’s event even more memorable during Sundance’s Jan. 23 through Feb. 2 run.

Acura House of Energy
Dates: Jan. 24-27
Location: 550 Swede Alley
For its 15th year as a presenting sponsor at Sundance, Acura has a full four-day program planned for its House of Energy, including A-list panels, happy hours, and a Women in Film-hosted brunch for women, nonbinary, and trans filmmakers. The space also hosts the ASCAP Music Cafe, a new installation by stop motion auteurs the Ambriz Brothers and the Accura ZDX, an all-electric vehicle that’s been designated the “official vehicle” of Sundance.

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