Big Brands Out in Full Force at Sundance Film Festival

The Sundance Film Festival is the place to be in late January for those in the entertainment industry. But, beyond the films, it's also a big opportunity for brands to showcase their association with the festival. Bacardi's Vodka Category Director Lyle Tick said there's no denying the impact a tweet or Instagram photo on social media can have to amplify the company's brand. Jennifer Roberts of Chase Card Services, a unit of JPMorgan Chase, said the company is looking to connect more closely with its card members by offering them panel discussions and film tickets. Automaker Kia is at Sundance for the first time and sponsoring what it calls its 'supper suite' as a way to showcase the new 2015 Kia Sorrento. Kia's Jay Joyzer said the auto company wants to show people that the brand has transformed over the past five years. While hosting events can easily run into the hundreds of thousands of dollars, it's a small price to pay for the potential brand exposure. TheStreet's Ruben Ramirez reports from Park City, Utah.