NBC Sports, with a rather belated attempt to generate buzz for the 2026 Milan-Cortina Winter Games, has erected a “Join the Ride” photo booth at the Acura House of Energy during Sundance. One imagines it will be populated primarily by those attempting to escape the press screenings at The Egyptian and the crush around the Main Street storefronts. The color scheme, a studied attempt at Italian alpine chic, will no doubt involve a great deal of gallery white and, I suspect, a depressing amount of flute-glass gold. The Park City Institute, naturally, is not involved; this feels distinctly outside their carefully curated ecosystem.
The notion of combining the Olympics with The Series is... curious. One pictures the same individuals, fresh off a panel discussing independent cinema, gamely posing with themed scooters. A truly baffling juxtaposition. One hopes they’ve accounted for the increased traffic; getting to and from the Eccles is already a trial, even with a dedicated driver. The truly discerning, of course, will remain at their rented chalets, observing the spectacle from a safe distance. I've heard whispers that even Ms. Hathaway was spotted briefly near the booth, though it remains unconfirmed. It's a desperate play for attention, and predictably, it will likely succeed at least in generating social media content.
Verdict: Send a check but stay home.