Sundance Now responded to the lack of theaters showcasing films from independent and cult directors known for stories and perspectives outside mainstream cinema. The app positioned itself as the platform for these visionary works and introduced a monthly marathon weekend featuring the complete filmography of select directors. This gave audiences a richer, more immersive viewing experience from home and strengthened Sundance Now’s role as the go-to destination for distinctive, director-driven storytelling. The campaign drove a notable increase in app downloads and an average engagement of 4.5 hours every marathon weekend, reflecting a strong audience connection with the content.
