These days, of course, Sundance is less a film festival than a promotional platform for marketers such as Anheuser-Busch that burnish themselves by association with celebrities. Or, as 5WPR chief and Joe Francis supporter Ronn Torossian boasted this week on his blog: "All of our partner brands receiving tremendous influencer relations." So how does the self-important New York publicist work his PR magic? With Kim Kardashian in a condom-dispensing photo booth. Lifestyles is a client. Kim Kardassian is somebody. And Complex Magazine undoubtedly endeared itself to its cool kid readers by cosponsoring the 5W party where the Hilton sisters danced on tables while watching DJ AM spin, a scene Ronn describes as "like watching Michael Jordan play basketball I suppose." Classy!