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 Videotape put Sundance on the map, and the once cozy forum for new filmmakers has grown into a monster.† In 1985, there were 50 independent films entered at Sundance.† This year there were over 800 films competing for a coveted slot. 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.† It's not about artù, Robert Redford admits. Its 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 strolling among the peasantry asking what films have buzzù 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 a couple weeks a year, town gown relations are strained as a massive influx of Hollywood powerbrokers and wannabees 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. Alas, what is an intrepid young filmmaker to do if he wants to crash this impregnable fortress and launch his own career? What better way to pierce the opaque blanket of snow and mysticism that shrouds this festival than to see it from the inside-out, from the vantage point of a young and ambitious filmmaker who wants to carve his name in celluloid and play the Hollywood game. So I decided to peel the lid off of The Sundance Film Festival.† I would be a young maverick who chooses Sundance as my battleground to wage my war on the Hollywood caste system. My goal: to pitch movies, hustle deals, and bask in the exposure and limelight of a weeklong mingle session.† Oh, and to party like a rock star along the way. What should I bring with me to my former hometown?† Perhaps a killer reel and a fearless attitude if I am going to conquer Sundance one executive at a time. But I am also intent on celebratingù my time in Park City.† Should I bring some Kettle One for an alcohol soaked holiday? But then I decide to change my strategy.† Sundance is about movies, so I should get serious.† Perhaps I should pack 16 spec scripts in my suitcase, and spend my time in Sundance pitching loglines and sleeping with eager young development executive in a rocky mountain mansion. Can I go against my nice guy instincts and find my inner shark?† In Sundance lies the answer. And so this neophyte began a journey from LA to Park City to experience the rush of Sundance.† Whether skiing on the slopes of Deer Valley, crashing the Fred Segal party, or belting out offensive lyrics at Karaoke night, I would unveil one of the most guarded secrets in the film world " the power, passion, and press that erupts during one week at The Sundance Film Festival. The studios spent over 40 million dollars on film acquisitions this 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 last year's smash, Little Miss Sunshine, the bar has been raised to an incredibly high level.† Everyone is looking for a perfect movie. But what I discovered was that Sundance isn't really about movies at all.† Sure, the festival featured several films of interest, including one with full male nudity and a documentary about bestiality, and of course, the controversial Dakota Fanning picture featuring the rape of a 12 year old girl.† Actually, come to think of it, maybe it was a thin year for Sundance. No, Sundance is about something else entirely now. Beautiful swag. Celebrities don't have to bring their American Express card to Park City anymore. That's because the manufacturers of luxury goods have seized upon celebrity culture to shower 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 -- and thus the "product" is "placed." B Celebrities are encouraged to apply. Here is how it works If a celebrity wants to visit one of the many giftingù rooms, a publicist will arrange an appointment for a clients to come and get their free shi*.†† But Sundance is no meritocracy.† For instance, a socialite like Paris Hilton will always get preference over, oh say the winner of festival.† Paris might walk away with a trip to Jamaica while the director will receive some chapstick and kudos on his magnum opus. Ah Hollywood.† On the flight home I dreamt not of the dashing heroes and sexy vixens of the cinema, but instead of flat screens, iPod accessories, and those annoying villains what are they called again? Oh, now I remember... Publicists.

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