REPORTER LOADS UP ON "SWAG" AT SUNDANCE

According to the Los Angeles Times , the "real action" at the Sundance Film Festival "has almost nothing to do with the movies." Instead, reporter Chris Lee observes, it's "the pursuit of swag" -- promotional gifts from filmmakers, handed out in condominium suites rented out for the duration of the festival, some costing a minimum of $50,000 for "the right spot." Calling himself "an intrepid Times reporter -- a nobody among somebodies," Lee said that he went on a swag hunt at Sundance over six hours that yielded "more than two dozen products and services with a monetary value of $11,326.89." He says that the items were donated to charity, except for those that were eaten or drunk (including a $45 box of Godiva chocolates).

27/01/2006