Behind the Scenes of Sundance’s Sponsorship Strategy for Its First Virtual Film Festival

The Sundance Film Festival was one of the few major events to happen in 2020 before the start of the Covid-19 pandemic. But a year later, as Covid-19 cases and deaths reach record levels in the United States, the event follows the lead of most major festivals and conferences over the past 10 months: cancellation of in-person shots and (mostly) virtual staging.

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