The SUV and compact SUV market is white-hot and with gas prices now hovering around $2 a gallon, it shows no sign of slowing down. From GM to Lincoln and BMW to Honda, every automaker has a new SUV on the market. With so many cars for consumers to choose from, it can be hard for brands to shine through the clutter. That's one reason why Acura and Kia are making a splash at this year's Sundance Film Festival; Sundance's influence is a marketer's dream. Acura's Michael Accavitti said, 'there is no question that the return on our investment here at Sundance is beyond our expectations.' Kia is not an official sponsor but it is also looking to cash in on the festival's cache. Kia's Jay Joyzer said, 'We think that there's a lot of importance for people to experience our vehicles. There's also a lot of importance for us in brand building and getting people to understand how much Kia has changed." TheStreet's Ruben Ramirez reports from Park City, Utah.
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