Here’s Your Guide to 2025 Sundance Film Festival Brand Activations and Events

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.

The Adobe House
Dates: Jan. 24-27
Location: 608 Main Street
Adobe’s suite of products is well-known among the filmmaker set. The company’s Sundance hub features a look at its latest software, along with panels about AI and other emerging technologies hosted by Variety and Indiewire.

The Audible Listening Lodge
Dates: Jan. 24-26
Location: 675 Main Street
The go-to destination for audiobooks is opening up its vast library of spoken word content and pairing it with snacks, including limited availability s’mores. Look for a variety of sponsored panels as well, including a Variety-hosted cocktail hour with Ronan Farrow and Juliette Lewis in attendance and an advisor studio with panelists including John Mankiewicz and Blaine Morris.

BrandStorytelling’s Creator Day
Date: Jan. 25
Location: The Lodges at Deer Valley
Get a crash course in the creator economy with a day-long event devoted to bringing creators and brands together in the same space. Expect the vibes to be positive, especially with TikTok still live.

Canon Creative Studio
Dates: Jan. 24-27
Location: 528 Main Street
This one goes out to all the cinematographers navigating the snowy Park City streets. The camera company’s space spotlights the magic of cinematic photography with hands-on gear stations, panels, and opportunities to learn more about the craft.

Dropbox
Dates: Jan. 24-26
Location: 501 Main Street
Dropbox is entering Sundance’s suite life for the first year, with networking sessions, panels, and cutting edge product demonstrations.

Earth Lounge
Date: Jan. 24
Location: 2175 Sidewinder Dr.
If you’re invested in the environment, the Hollywood Climate Summit’s Earth Lounge is a good place to set down roots. The day-long event at The Impact Lounge will honor those communities impacted by the Los Angeles wildfires and feature panels devoted to discussing climate challenges and finding solutions and stories.

The Elvis Suite presented by Darling&Co.
Dates: Jan. 23-27
Location: 306 Main Street
Celebrated film critic and host Elvis Mitchell opens his rolodex for a series of invite-only conversations with such performers and filmmakers as Sarah Jessica Parker, Cynthia Erivo, and Ryan Coogler. In between chats, visitors can mix and mingle with drinks in hand.

Food Tank and Nespresso’s All Things Food & Environment
Date: Jan. 25
Location: The Nespresso House/Blue Sky Ski Lounge in The Auberge Resort Lodge
Nosh on dishes prepared by celebrity chefs and hear about the many and varied ways those in the food space are seeking to adapt to the changing times and a changing environment. Christine Ha, Pierre Thiam, Eric Gephart, and Dave White are among the chefs in attendance.

The IMBD and IMDB Pro 35th Anniversary Dinner Party
Date: Jan. 27
Location: St. Regis Deer Valley
The internet’s top destination for actor’s resumes and movie trivia celebrates 35 years with an invite-only seated dinner. The event will also mark the handover from founder and CEO Col Needham to incoming CEO Nikki Santoro. Other IMDB events at Sundance include a panel of directors with films at the festival on Jan. 26, and the IMDB Studio within the Acura House of Energy.

Shutterstock Chalet and Portrait Studio
Dates: Jan. 24-26 (lounge)
Location: 558 Main Street
Celebrated Hollywood photographer Jay L. Clendenin is setting up a shot shop for official festival portraits, while GIPHY will be on hand to create bespoke GIFs for any and every occasion. Meanwhile, the chalet lounge will offer snacks and hot drinks and also host the invite-only Awardist Party thrown by Entertainment Weekly.

Sundance Alumni Artist Party, Presented by Kanopy
Date: Jan. 27
Location: The Park, 950 Iron Horse Drive
Every library’s favorite free streaming service brings together alums from previous Sundance festivals for an annual get-together.

Sunrise Collective
Date: Jan. 24-26
Location: 577 Main Street
As the organization representing Sundance’s Asian, Asian American, Native Hawaiian and Pacific Islander community, Sunrise Collective spotlight the work of AANHPI artists at Sundance. Look for panels featuring storytellers like Nahnatchka Khan and Sean Wang, as well as actors Himesh Patel and Tan France.

The UTA House
Dates: Jan 24-26
Location: Main Street
The talent agency is bringing the brands to the Sundance masses—L’Oreal, Google, Casamigos, and Discord among them—on an invite-only basis. Events include a Google-organized overview about how brands are courting Gen-Z (featuring Riverdale star Lili Reinhart as one of the panelists) and a L’Oreal and Women in Film-hosted panel about how female filmmakers can leverage new distribution platforms.

World of Hyatt
Dates: Jan. 24-26
Location: 440 Main Street
Take a time out from the frenetic Sundance pace with several guided meditation sessions and scent experiences courtesy of the hotel chain. But fear not, there’s also the business of show; learn about what it takes to cast a TV series with the cast of the episodic pilot Chasers.