“Once [Sundance] started to click and move, ... more and more people came. Pretty soon, I could see that it was becoming, for a lot of people, the place to be at this time and that brought in all ...the ambush marketers who couldn’t care less about film, who couldn’t care less about Sundance. What was upsetting to me at a certain point was the media — the outside media was beginning to look at the festival and they assumed we were selling out because all these marketers were there which had nothing to do with us. ... You can’t get rid of them and that’s OK, but as long as we can maintain who we are and have that come through it’s all that matters to me.”
— Sundance founder Robert Redford on brands that temporarily set up shop in Park City during the festival
