Apple chose the US Sundance Festival of Independent Film to promote Final Cut Pro and its potential for independent film makers.
Final Cut product manager, Andrew Baum said: “You can buy a camera, a 17-inch monitor, Final Cut Pro and a G4 for about $4,000 - about four per cent the price of Avid Media composer."
Also new to the festival this year, was a predominance of Internet and dot.com sponsors and advertisers. Festival-goers were calling Park City, Utah's Main Street “Dot-Com Alley”. Sundance 2000 was very much about the Net.
AtomFilms may have made the biggest impact, with a Tuesday-night party that festival attendees were buzzing about days in advance. The company hoped to raise its profile by signing the first short to get picked up at the festival - a film from director Jason Reitman called In God We Trust. Reitman says MediaTrip.com also bid on the film.
Sundance attendees put the strong line-up of movies and greater creativity in film production, down to the festival's embracing of digital video and the presence of the dot-com companies.
“When new energy and new money meets experience, the result is better content,” said Carl Bressler, president of Montana Artists, a Los Angeles-based talent agency.
However, an attendee of one panel devoted to digital filmmaking and the Internet was disappointed that the panelists offered little guidance to the future of independent filmmaking in a dot-com world.
“They would get to that point and then stop,” he said. “What the panel offered was an overview of the tools and sites that were out there, but no one seemed to know what to do with them going forward.”