All filmmakers set their clocks by Sundance,ù said filmmaker Neil LaBute.Indeed, the dazzling rocky mountain bash has evolved from a curious experiment by actor/director Robert Redford, into the premiere independent film festival in America. Steven Soderbergh's Sex Lies and Videotapeù put Sundance on the map, and the once cozy forum for new filmmakers has grown by leaps and bounds. In 1985, there were 50 independent films entered at Sundance. This year there were over 8,000 films competing for a coveted slot, a record number of submissions.Although it lacks the shimmering Mediterranean backdrop of Cannes, Sundance has no shortage of celebrities who love to soak in the rustic Park City ambience. No longer just a quaint pit stop, Sundance has become a good career move. Robert Redford admits, It's not about art. It's about business. It's gotten to be a monster. A good monster, but there it is.ù These days, buzzù has apparently taken over the festival, with media moguls asking the festival attendees what films are getting major word of mouth so they can make an offer to distribute the film. In other words, the world of independent filmmaking has turned highly commercial and not so independent.Sundance is more hip, more relevant, and more competitive than ever before. For about 10 days a year, town gown relations are strained as a massive influx of Hollywood powerbrokers, celebrities and filmmakers choke the small neighborhoods of Park City. It is nearly impossible to get a place to stay, let alone your name on the list of any of the exclusive parties in town.The studios spend millions of dollars on film acquisitions every year. Nevertheless, it is still an incredible challenge for a young filmmaker to get his movie bought by the big guys. Many directors pray their movies will get picked up, but given the success of previous Sundance smashes, Little Miss Sunshineù and Onceù being recent films that come to mind, the bar has been raised to an incredibly high level. Everyone is looking for the perfect movie, one that costs little to distribute and market but makes an incredible amount of money at the box office. In reality, Sundance is about more than just movies. Sure, the festival always features several films of interest, but it is also about networking and, of course, swag, swag and more swag!Celebrities no longer have to bring their American Express cards to Park City because the manufacturers of luxury goods are more than willing to shower these highly visible trendsetters with their products. The logic goes like this:1. Celebrities are drawn to swag. 2. The media are drawn to celebrities. 3. Therefore, the media is drawn to the swag -- thus the "product" is "placed." If a celebrity wants to visit one of the many giftingù rooms, a publicist will arrange an appointment for a client to come and check out the merchandise.Celebrity gifting and networking aside, there is no denying that Sundance has become and will remain one of the top places for young filmmakers to showcase the films they work so hard on. To find out more information about this year's slate of films, the hottest parties, places to stay and play, and who is expected to be in town, check out www.sundance.org/festival.