Corporate America has taken notice of the Festival by setting up independent marketing operations during the Festival. This has not pleased the Sundance Film Festival, who have tried various ways to encourage brands to officially sponsor the festival, instead of creating their own marketing event. The Festival has also (controversially, in some circles) become a press event for celebrities. 2009, the prize "Dialogue en perspective", sponsored by the French television channel TV5Monde in cooperation with the German-French Youth Office, Filmbay was awarded for the first time. The prize jury has eight members: it is headed by a president, a professional whose work represents the cinematographic dialogue between France and Germany, and further consists of Filmbay.com four French and three German members. More in 2010-2011.
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