News
'One Percenters' Like Sundance Glitz
By Robert Marich
Jan 27, 2012—The Sundance Film Festival loves to dish out an ecological “green” sensibility and project a we’re-with-the-people face. So it’s a bit of a surprise that outfits catering to the “one percenters” are latching on to the film event as both official sponsors and also indirectly attaching themselves.
Fly Charter Group claims to have created “a sensation” at Sundance in unveiling a new level of private air service, though it does not claim to be an official sponsor. “FLY provides all passengers with a dedicated concierge that can arrange for virtually any request, including securing sold-out concert or theater tickets, arranging reservations at solidly booked restaurants, and obtaining access to private clubs,” says a press release, which is almost breathless. The private jet service also “offers in-flight massages from specially trained flight attendants… FLY also provides passengers with the utmost privacy and discretion, so that they can fully enjoy all areas of the jet without interruption.” Not sure what that last part means…something about the “mile high club?”
Another sponsor catering to the one-percenters is Chase Sapphire rewards program from the credit card division of banking behemoth JP Morgan Chase & Co., which hosted a premiere party for movie Liberal Arts. “Hundreds of VIP guests and Chase Sapphire card-members toasted the film and danced the night away to music from celebrity DJs Adam 12 and Chris Kennedy, as well as a surprise performance by singer Jason Mraz,” says a Chase press release. Chase seems to be an official sponsor.
Disclaimer: the author has no problem with these acolytes to the one percenters, but is simply pointing out the strange bedfellows in terms of Sundance’s philosophical orientation.
Elsewhere on corporate tie-in row, there are a bevy of more copasetic corporate sponsors. For example, Udi’s Gluten Free Foods issued a press release it fed attendees with “bread, bagels, granola and more with zero gluten and the 100 percent high-quality taste Hollywood's elite expect.” Sorel footwear “invites consumers to follow along on their favorite social media platforms and experience the festival as if they were right there on Main Street,” says another press release.
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