Chris O'Dowd jets to Sundance and soaks up million-dollar gifting suites
It pays to be at Sundance Film Festival right now - literally.
In addition to rubbing shoulders with the stars and getting a sneak peek at some of the most talked about movies of the year - Sundance is all about the swag.
The film festival, which takes up residence in Park City, Utah for one week ever year, is notorious for its extremely generous gifting suites, which features complimentary...well, everything.
It has even been dubbed 'Swagdance' by the more cynical movie buffs, and its worth millions.
In recent years, the swag suites were a fraction of their previous size, but this year, the Hollywood Reporter confirms that they are back to pre-recession levels of generosity.
Everything from sunglasses to granola to designer clothing suites set up shop on the city's Main Street and all it takes is a quick photo with a product to secure a freebie.
Event maestro Jeffrey Best revealed that he has covered the $1m cost of hosting particular venues when ends weren't met by sponsors.
Roscommon native Chris O'Dowd jetted into Utah for the premiere of his film Cavalry, with his wife, broadcaster Dawn O'Porter, and he was spotted soaking up the atmosphere at the Stella Artois room.
The swag at Sundance is one of the most discussed aspects of the week and a person needs to RSVP to each suite if they want entry.
Those pictures of celebrities skiing? Their gear is most likely sponsored. Oakley sunglasses are famous for bringing select VIPs onto the slopes to get snapped in their eyewear.
But O'Dowd's trip seems more about work than play as he was snapped discussing his film with fans as part of a Variety magazine event, and his invite to the exclusive events only confirms his rising star in Hollywood.
He and O'Porter attended one of the many super-exclusive Golden Globes after-parties in Hollywood last week, just days before jetting to Sundance.