As one era of the Sundance Film Festival ends, a new one is just getting started. The 2026 edition of the venerable event will be the swan song for longtime home Park City, Utah. Beginning in 2027, Boulder, Colorado will host Sundance.
Amid that physical transition, a metaphorical changing of the guard is taking place. Social media content creators are becoming Sundance fixtures as they take new roles both behind and in front of film cameras. Tech companies have supported that trend by using Sundance as an opportunity to introduce internet standouts to the broader entertainment industry.
In 2026, that sea change will continue unabated. For those who attend to join the final ride in Park City — or if you simply plan to follow along with Sundance from the comfort of your living room — here are a few events, announcements, and projects to keep on your radar.
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TikTok wants to be a cog in the movie marketing machine
In recent years, the ByteDance-owned app has brought its creators to Sundance with a clear message in mind: The future of Hollywood runs through the For You Page. The film-focused endeavors undertaken by TikTok’s biggest stars support that bold notion.
At Sundance 2026, TikTok will continue to run deep. Its latest cadre of creators includes pop culture commentators like Louis Levanti and rising artists like Monse Gutierrez. In Park City, those invitees will get to connect with executives who can further their careers.
In TikTok’s mind, however, creators don’t need to go somewhere else to be part of the Hollywood hype cycle. With its Fandango integration and its “secret screenings,” the app has positioned itself as a critical stop on the promotional circuit.
Now, it has unveiled new ad offerings to serve forward-thinking studios. TikTok Streaming Ads reach consumers who are watching in a leaned-back, living room environment, while New Title Launch brings upcoming movies and shows directly to the consumers who will be most interested in buying tickets.
Many of TikTok’s exclusive ad products are based around the idea of cultural tentpoles, and the two new additions to that suite function similarly. TikTok has already put the most important advertising dates on its official calendar. Now, it’s ensuring that brands can make the most of the moment when those busy periods arrive.
Adobe has put $10 million of creator grants up for grabs
With new features aimed at YouTube and TikTok operatives, Adobe has positioned its products as must-have tools for professional creators. To keep the support coming, Adobe has announced its plan to commit $10 million in grants and donated products in 2026. That sum flows through the Adobe Film & TV Fund, an initiative designed to support creators from underrepresented backgrounds.
Adobe is also committing to a partnership with Chicken Shop Date host Amelia Dimoldenberg and her creative skills program Dimz Inc. Academy. The pact looks to provide new opportunities for 18-to-24-year-olds who are interested in digital media careers.
By backing creators early in their journies, Adobe want to build on its ubiquitous reputation in the entertainment world. 85% of Sundance filmmakers use Adobe’s tools in some capacity; can that percentage rise even higher?
Amazon just wants to party
Like TikTok, Amazon has used Sundance to offer a combination of creator support and new product demos. It has also been a very active buyer at the festival in recent years.
Amazon will maintain a strong presence at Sundance in 2026. In tandem with talent firm UTA and digital studio Gymnasium, the tech giant is co-hosting a Park City party on January 24.
YouTube is the place to go for Sundance coverage
Compared to previous years, YouTube’s presence at Sundance 2026 seems relatively light. Google’s video hub has announced little in terms of creator-focused initiatives it plans to promote at the festival.
As a distribution hub, however, YouTube is still an integral part of the fabric of Sundance. The festival’s official YouTube channel has been stocked with serial content that spotlights screenwriters and directors who are ready for their close-ups. If you can’t make it to Park City, logging onto YouTube might be your next best option.
