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    Why longtime festival sponsors Acura and Adobe are expanding their Sundance presence this year

    As the Sundance Film Festival kicks off its 40th year today, longtime sponsors like Acura and Adobe are expanding their experiential marketing efforts to appeal to those on the ground in Park City, Utah. Marketers, filmmakers, industry executives, actors, agents and film lovers, among other attendees of the festival, which will run from January 18th to the 28th, will encounter more programming and expanded spaces from the festival sponsors.

    “We have been a long-standing partner of Sundance over the last decade and I think every year we’ve increased the partnership, the approach and the visibility,” said Stacy Martinet, Adobe’s Chief Communications Officer, adding that this year the company will have a dedicated presence on Main Street for the first time. “We are in a renaissance for film in terms of how it’s made, who’s making it, where it’s distributed – Adobe and our products have a huge role to play on that.” 

    Setting up a venue on Main Street – the central drag where most brand sponsors host their events throughout the festival – to host panels and more is just one of the ways Adobe is doing more with its festival sponsorship. The company is also using the sponsorship as a kickoff of sorts for its new $6 million film and TV fund dedicated to supporting underrepresented and emerging creators. 

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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