If you’re a celebrity seeking to rebrand, the Sundance Film Festival can offer a useful assist.
From Marvel superheroes seeking an indie turn to teenage movie stars hoping to segue into spicy adult roles, the snowy event is the perfect place to debut a new direction.
This year’s big rebrand was so skillfully executed that many people I ran into here at Sundance didn’t even know it had happened at all.
If they had, we might have gotten a mob scene at one of the typically sedate short-film showcases, where an 18-minute project called “The Heart” premiered from a fledgling filmmaker credited as Malia Ann, though she’s much better known as Malia Obama, the daughter of the former president.
“You’re Obama’s daughter.
Persons:
Malia Ann, Malia Obama, Obama, Donald Glover, “, ” Glover, “ You’re, ”
Organizations:
Sundance, Marvel, Weinstein Company, Harvard, GQ