Honda Motor Co.’s Acura brand is planning its
largest-ever Sundance Film Festival presence.
The luxury and performance division of the Japanese automaker is expanding its support of the indie film community at the
festival, which runs Jan. 20-23.
Reflecting its heritage as a challenger brand, its goal is to lift up independent artists and underrepresented voices in film, according to
the automaker.
Acura’s Sundance footprint includes two venues, the Acura Festival Village and the new, interactive Acura Energy Lab, which features day-to-night
entertainment programming.
The brand will host Sundance panels with partners including the NAACP, The Latinx House, Outfest, Prime Video/IMDb, The Wall Street Journal and
Latino Filmmakers Network.
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The MDX and MDX Type S SUVs will serve as the official vehicles of the Festival, with more than 100 Acura SUVs transporting Festival participants
around its venues.
The Acura Energy Lab will feature Acura’s just-debuted "New World. Same Energy” brand marketing campaign. Guests there will also experience an interactive
installation by Mattaniah Aytenfsu, a design engineer featured as a performance driver in the new campaign.
Acura also is a sponsor of the U.S. Dramatic & U.S. Documentary
Audience Awards, and The Vanguard Awards, honoring filmmakers who have displayed excellence in their respective categories.