Apple, Facebook, Google, And Alibaba Take Hollywood
Fast Company|May 2016

Now that Netflix and Amazon have proved that outsiders can thrive in Hollywood, the world's largest tech companies Alibaba, Apple, Facebook, and Google are launching their own plans to get in on the act.

Nicole LaPorte
Apple, Facebook, Google, And Alibaba Take Hollywood

The Imperial hotel has been a fixture on park city, Utah's main street since it opened in 1904. originally a spot for weary miners, it captured the imagination of Hollywood when an independent film festival came to town and its central location helped make it a hub for 10 days each January. It’s reputedly home to Park City’s most famous ghost, Lizzy, a prostitute who was killed by her husband. Legend has it that Lizzy still flirts with men there. During this year’s Sundance Film Festival, though, the Imperial was haunted by a different spectral presence: Apple.

While other tech companies craved visibility at the annual indie-cinema jamboree—Samsung set up a virtual-reality storytelling village, Airbnb staged a painstakingly curated artist’s retreat called Airbnb Haus, and Uber offered helicopter rides from Salt Lake City—Apple slipped into Sundance practically unnoticed. It set up shop in the Imperial, which was recently converted into a condo-slash–event space. Behind the now unmarked door at 221 Main, Apple hosted private, invitation-only events. On one evening, a group of young filmmakers were treated to cocktails and a farm-to-table dinner put on by the chefs from Eveleigh, one of Los Angeles’s hottest restaurants. The space was as sleek and understated as an iPhone 6S; one attendee described the decor to me as “very beige.” Unlike most Sundance brand-sponsored events, there were no press releases. There were no party pictures. There wasn’t any swag. The iTunes Lounge, as it was known to invitees, was as real to most festivalgoers as Lizzy. Says one guest who was in attendance, “They were definitely talking to the talent.”

This story is from the May 2016 edition of Fast Company.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the May 2016 edition of Fast Company.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM FAST COMPANYView All
Where the Clean Energy Jobs Are
Fast Company

Where the Clean Energy Jobs Are

A data-driven guide to the skills you need and the opportunities you'll find

time-read
5 mins  |
Winter 2024 - 2025
CAN WWE PIN THE WORLD?
Fast Company

CAN WWE PIN THE WORLD?

AS IT MAKES ITS $5 BILLION NETFLIX DEBUT AND PREPARES FOR A GLOBAL AUDIENCE, WWE IS STILL WRESTLING WITH THE TOXIC LEGACY OF ITS COMPLICATED FOUNDER.

time-read
10 mins  |
Winter 2024 - 2025
RADICAL VISION
Fast Company

RADICAL VISION

POLICE DEPARTMENTS ACROSS THE COUNTRY ARE EMBRACING AI-ENHANCED SURVEILLANCE IN THE NAME OF STOPPING CRIME. HERE'S HOW ONE SECURITY FIRM IS LEADING THE EFFORT AND PROFITING OFF OUR FEARS

time-read
10+ mins  |
Winter 2024 - 2025
Brands That Matter
Fast Company

Brands That Matter

Our annual look at standout brands encompasses 130 honorees in nine categories, including the inaugural CMOs of the Year. Here's how 12 of those brands and three top CMOs stake out the intersection of business and culture.

time-read
10+ mins  |
Winter 2024 - 2025
The Future According to Google
Fast Company

The Future According to Google

Google DeepMind, the tech giant's internal AI research lab, isn't just racing to beat OpenAI to market. Under Nobel laureate CEO Demis Hassabis, it's the \"engine room\" of the entire company.

time-read
10+ mins  |
Winter 2024 - 2025
EYE OF THE BEHOLDER
Fast Company

EYE OF THE BEHOLDER

SEPHORA HAS GROWN SO POWERFUL THAT IT CONTROLS WHICH BRANDS LIVE OR DIE IN THE $30 BILLION HIGH-END COSMETICS INDUSTRY. IN THIS BEAUTY CONTEST, SEPHORA ALWAYS WEARS THE CROWN.

time-read
10+ mins  |
Winter 2024 - 2025
CULTURE WARS
Fast Company

CULTURE WARS

Brands on the Run Why Harley-Davidson, Caterpillar, and other masculine\" brands are caving to anti-DEI crusader Robby Starbuck

time-read
6 mins  |
Winter 2024 - 2025
WORK LIFE
Fast Company

WORK LIFE

Law Roach, image architect and educator, answers our career questionnaire.

time-read
2 mins  |
Winter 2024 - 2025
The AI Gadget Debacle
Fast Company

The AI Gadget Debacle

Here's why you shouldn't expect any mind-blowing AI-powered gifts anytime soon.

time-read
6 mins  |
Winter 2024 - 2025
Why the future workplace will feel more like a hotel
Fast Company

Why the future workplace will feel more like a hotel

REVEALS WHY THIS IS IMPORTANT TO CORPORATE STRATEGY AND EMPLOYEE ENGAGEMENT

time-read
2 mins  |
Winter 2024 - 2025