The annually held Sundance Film Festival is back again, taking place in Park City and Salt Lake City, Utah. The immersive event, which will continue until February 1, involves the debut of hundreds of independent films, daily discussions, and networking opportunities.
Thanks to TikTok’s and individual TikTok creators’ involvement, online buzz is being built around the festival and shaping fan discussions.
How TikTok is Influencing Film Fandom
TikTok is playing a prominent role with Sundance 2026. As an official event partner, the global video-sharing platform is:
- Partnering with A24 to host the welcome event for creators
- Organizing discussions with creators and industry leaders
- Encouraging online conversation about films
- Showcasing official Sundance content and trending hashtags on the app
- Blending trailer ads into regular content on the app to encourage movie streams and ticket sales
By driving discovery within their app, highlighting panels and premieres at the festival, and leading conversations about films, TikTok is playing a key part in creators’ and filmmakers’ success, all while making the event more accessible for those not in attendance.
TikTok Creator Spotlight
Much of TikTok’s role in shaping film fandom during Sundance is thanks to its talented creators, many of whom are releasing exclusive lives and behind-the-scenes content to essentially give viewers a little “VIP” experience.
Some of the many TikTok creators we can expect at Sundance 2026 include Toronto-based Shannon Burns (@itsshannonburns) known for posting pop culture commentary, Daniela Manzano (@dani_apples) of New York who’s known for her celebrity interviews and breaking news stories, and Seattle entertainment reporter Mandy Schendel (@mandykayschendel).
@mandykayschendel Just a little teaser from the Chasing Summer press line here at Sundance Film Festival. Whose interview do you want to see first? #sundancefilmfestival #chasingsummer #celebrityinterview #filmtok #entertainmentnews @tiktokcreators ♬ original sound – Mandy Schendel
Other Brand Activations at Sundance 2026
Besides TikTok and its individual creators, there are other brands involved in strengthening the engagement and participation in the 2026 festival, while also drawing eyes to their own brand.
Supporting brands include, but are not limited to:
- Acura: Hosting a brand space at the festival to showcase their vehicles, supporting awards, and organizing discussion panels
- Dropbox: Running panel discussions regarding technology in filmmaking and providing product demos
@dropbox Do you want the House Tour? 🏠 Take a tour of the 2026 Sundance Film Festival Dropbox House with Indiewire.
♬ original sound – dropbox
- Chase Sapphire Reserve®: Providing VIP lounges for cardholders and hosting networking events for filmmakers
- Adobe: Offering mentorship and workshops for future filmmakers and giving attendees a first-hand experience with some of their technology
@adobe The Adobe House at #SundanceFilmFestival ♬ original sound – Adobe
Turning Cultural Moments into Growth Opportunities
While brands like TikTok and Acura are attracting attention to films as a part of the Sundance Film Festival 2026 while also drawing awareness to their own brands, you don’t have to have a Sundance-sized budget to create a strong campaign with real results.
The key is to leverage cultural moments, increase reach and create relevance. Additionally, brands should aim for storytelling over promotional messaging, use experiences as part of their marketing, and partner with creators to drive engagement.
Avenue Z utilizes an integrative strategy approach to help brands of all sizes grow. By bridging public relations and digital marketing solutions, this marketing agency can help create a measurable impact. Inquire today to learn more about Avenue Z’s role in helping businesses grow.
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