Meet the Party King of Sundance

As the masses from Hollywood and around the world descend on an idyllic little ski village in Park City, Utah for the Sundance Film Festival, one man’s many hours of work behind the scenes will again come to the forefront of the minds of every festivalgoer. I know what you are thinking, not another story about Robert Redford and all of the great work he has done in putting together the most important independent film showcase in the world. That’s ok, this isn’t that story. This is a story about another visionary who for the most part remains behind the scenes, simply as a name at the top of a list. Not just any list, mind you, but the ‘holy grail’ of lists at the Sundance Film Festival, the Party List also known as the Party Grid, also known as any festivalgoer’s essential point of access to the glamorous dinners, cocktail parties, and free shwag that have become a huge part of the Sundance Film Festival experience. (Yes, there are movies at Sundance too). Meet the Party King of Sundance, the keeper of the list, Christopher Ryan.

The origins of Chris Ryan’s party list are simple. But often it is only the visionaries among us who can see the forest through the trees. Five years ago, it seemed that every PR agency connected to the festival compiled their own version of the Sundance party list that they then circulated to their clients, friends etc. These lists contained a day by day breakdown of all the cocktail parties, premiere parties, gifting suites, press opportunities, and after-hours events taking place during the film festival, as well as more importantly, RSVP and contact info in order to get on the guest lists for those events. The problem was a lot of these lists contained incomplete and often inaccurate information. Each PR company that compiled a complete list of events really only had an incentive to make sure the events they were handling were accurately identified. Sensing an opportunity, it was then that Chris Ryan of Oceanside Entertainment (a personal management and marketing company that represents primarily writers and television producers, as well as brands in the world of entertainment marketing) first entered the picture.

Chris took the time to compile a master list from all of the different versions of the party list that were circulating. Chris’ master list caught on immediately. Before the festival the following year, various event producers and PR companies began calling Chris first to make sure their event information was contained on Chris’ list, as his list already was building a reputation for being the most accurate and comprehensive. Flash-forward to Sundance 2010, and Chris’ party list has gone corporate. This year Bing, Microsoft’s new search engine, has sponsored the list. Needless to say to all of the ladies and gentlemen attending this year’s Sundance, the Bing List is the party list you want to get a hold of. According to Chris, all Bing has done with respect to the list is pretty it up from its non-glamorous excel spreadsheet-like origins (the list this year now actually has a colorful background!), and more importantly, Bing is creating iPhone and Blackberry apps to make the list more convenient for the publicist crowd.

I had the opportunity to ask Chris some questions about a variety of topics in connection with his list and Sundance. Enjoy his insight.

Do you enjoy compiling the party list or do you view it as a responsibility/chore at this point?

In early November I start getting the calls from PR agencies, and I’m fine with it being a responsibility. Luckily, by the time I start really working on the list, things are dying down because of the Christmas break. Usually, it’s the week before Sundance that it becomes the busiest.

Can you talk about Bing coming on board to sponsor the list this year?

A PR company talked to Bing about the list. The PR company then approached me and it made sense. The raw list looks the same; it just now takes most of the day to get all the design work done.

(Note: Bing’s spokeswoman Lisa Gurry noting that Bing was the “official decision engine” of Sundance, said: “Bing has a wide range of activities planned at Sundance and we see our involvement as a great opportunity to drive awareness and buzz for Bing, as well as trial of our search service. With Chris’ list, we can introduce Bing in a tangible and useful way – helping people find what they’re looking for at Sundance.”)

It seems to me that thanks to your list, for many people catching new films at Sundance has become something of an afterthought, and it’s now all about the parties and the shwag. Your thoughts?

I think the idea that the party is more important than the films is something that has been floated around by Sundance for the past five years. Is it true? No. Sure there are some celebrities that show up just to attend parties and gifting lounges, but most of the ones I know won’t go to Sundance if they aren’t promoting a film. I’m a good example of an executive who balances enjoying a night out and seeing films in the daytime. I think that describes most people at Sundance. My feeling is that if you are coming to the festival, and have no plans on seeing films, please stay home. I try to see between 2 and 7 films a festival, not all of them at Sundance, but Slamdance as well which usually I have an easier time finding tickets.

Also, let’s look what the parties and cast dinners are really for: to promote the film. The parties are used by the film producers to create buzz so the film can get picked up for distribution. It’s a great way for filmmakers to network
with potential buyers, press and people that could help their careers. For example, 6 years ago, film executive Ellen Huang created the Queer Lounge because she saw a need for a space for GLBT filmmakers to promote their films and network with others who could help their career. This proved to be very popular with filmmakers. I’ve had heard plenty of stories of filmmakers meeting their agent at a Queer Lounge party, or finding another creative soul to develop something new from that venue.

Do you take pride in being master of the list (aka the Party King of Sundance)?

Absolutely.

Have you ever been tempted to plan your own party and throw it on the list?

About 3 years ago, Levis hosted an Oceanside Entertainment party at Sundance. And yes it was on the list.

Has the fact that you are the party list master helped your career in your day job? Any impact?

Good impact. I now have access to more senior level people that can help my clients.

Do you find that all the PR people at Sundance are happy with your list, relying on you to spread the word, or are they cursing you as they get 500 email inquiries a day for these events? [Note: inevitably this list will circulate well beyond the initial intended industry and press-only audience and becomes a must-have possession for any attendee at Sundance]

My list has the cooperation of the event producers and film publicists who give me the information that should be on the list. They also correct the information as it changes and tell me when lists are closed. They know that the list for the most part stays secure for the two months I manage it and it goes to the right people. The list isn’t for public consumption, but for specific types of industry people who have business at the festival: talent publicists (and select talent agents/managers) who have talent attending the festival, film publicists representing the films at the festival, select working press and the event producers themselves. I ask them not to share it with their friends or colleagues to keep it secure. Also, the list usually will have 2 – 3 fake parties on it so I can track who has the list. Last year, I published a list of every name that had the list without my permission.

What party this year do you think will be the one everyone talks about?

I think they all will be good. Was that a good diplomatic answer?

Have you seen a decrease in the number of parties/gift suites this year as a result of the economic downturn?

Yes, there is a decrease this year. I’m still waiting for the list of parties from two major venues, but I think the party list will be about 1/3 shorter than last year. What the trend has been so far is venues that have been separate before combining. For example, House of Hype, Film Lounge and The Supper Club have all combined into one mega-location. Similarly, Gibson Guitar Lodge and The Green Lodge have combined. The economy has hurt both official and unofficial sponsorship during Sundance.

I know that a lot of people are talking about the fact there will be no William Morris Endeavor party this year (Note: the WMA party was always a Monday night staple at the festival, and in 2009 WMA merged with Endeavor). Any comment on that?

I’m going to miss the WME party. That was the industry heavy one of the first weekend (of the festival). My favorite party in the past was the impossible to get into Motorola party – those (parties) were amazing.

Which film(s) are you most looking forward to seeing at this year’s festival?

Howl, Mormon Proposition and Sympathy for Delicious

Have you ever met Robert Redford?

Never have, but his office requested the party list once.

Jonathan Fuhrman is a lawyer and former studio exec who writes the “Smart Hollywood” column for Mediaite. Find him on Twitter @smarthollywood, and reach him at smarthollywood@gmail.com.

This is an opinion piece. The views expressed in this article are those of just the author.