The festival has changed over the decades from a low-profile venue for small-budget, independent creators from outside the Hollywood system to a media extravaganza for Hollywood celebrity actors, paparazzi, and luxury lounges set up by companies not affiliated with Sundance. Festival organizers have tried curbing these activities in recent years, beginning in 2007 with their ongoing Focus On Film campaign.
The 2009 film Official Rejection documented the experience of small filmmakers trying to get into various festivals in the late 2000s, including Sundance. The film contained several arguments that Sundance had become dominated by large studios and sponsoring corporations. A contrast was made between the 1990s, in which non-famous filmmakers with tiny budget films could get distribution deals from studios like Miramax Films or New Line Cinema, (like Kevin Smith’s Clerks), and the 2000s, when major stars with multimillion-dollar films (like The Butterfly Effect with Ashton Kutcher) dominated the festival. Kevin Smith doubted that Clerks, if made in the late 2000s, would be accepted to Sundance.
Numerous small festivals sprung up around Sundance in the Park City area, including Slamdance, Nodance, Slumdance, It-dance, X-Dance, Lapdance, Tromadance, The Park City Film Music Festival, etc., though all except Slamdance are no longer held.
Included in the Sundance changes made in 2010, a new programming category titled "NEXT" (often denoted simply by the characters "<=>", which mean "less is more") was introduced to showcase innovative films that are able to transcend the confines of an independent budget. Another recent addition was the Sundance Film Festival USA program, in which eight of the festival’s films are shown in eight different theaters around the United States.
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‘What They Had’ director Elizabeth Chomko and stars Taissa Farmiga, Michael Shannon, Hilary Swank and Blythe Danner join The Hollywood Reporter at the at the 2018 Sundance Film Festival.
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