Sundance attendees focus on goody bags
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PARK CITY, Utah Sure, people are here to see, buy and sell movies, but what really gets the pulses racing is swag or “schwag,” as it’s commonly pronounced. Swag is the name f ray ban sunglasses or gift bags that are handed out at parties. If a party throwing organization wants to ensure a good crowd, it gets the word out that prime swag will be dispensed.
A Sundance Channel party at Zoom, a Southwestern/eclectic restaurant at the bottom of Main Street, was known to be a major swag outlet.
At many parties, the swag is given out by the exit, such as Variety’s “10 Directors to Watch Party,” where each guest received a single, Variety logo stocking cap. But at the Sundance Channel party, a separate room for swag pick up was set aside off the far end of one ray ban sunglasses of the restaurant’s main seating areas, resulting in a crunch of people so large and intense that it made waiting to enter a festival seating Who concert seem like a stroll through tulip rows.
Tilda Swinton, the Adaptation actress serving on this year’s dramatic feature jury, tried to get within 50 feet of the swag room, then turned around and proclaimed, “It’s like a scene from a Bunuel film.” She ultimately had to leave swag less to attend a screening. A Sundance Channel mucky muck later fulfilled a request to get Swinton her gift bag.
Swag isn’t desired just by journalists (some of whom have ethics policies prohibiting the acceptance of valuable gifts, ahem), fledgling filmmakers and hangers on. Among the first people in line at Zoom were one of Sundance’s top, top off ray ban sunglasses icials and one of the most celebrated indie film producers.
In the pure interests of journalism, we squirmed through the crowd and, about 20 minutes later, emerged with the Sundance Channel party bag, which felt like it weighed at least 25 pounds.
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