"Sue Bird: In the Clutch," a documentary on the career and personal life of the WNBA star, wasn't the most buzzed-about film at Sundance. Nike's success could encourage more brands to follow its leadNike has long been a big player in brand-funded films. Many brands dream of getting their films on Netflix, where even relatively small viewership numbers are bigger than they'd get on a rival streamer. Brands often work alongside traditional Hollywood players, which lends credibility to film projects. But the more films like "In the Clutch" get wide distribution, the more other brands could be encouraged to pursue similar storytelling.

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Persons: Sue Bird, Werner Herzog, Sarah Dowland, RogerEbert.com, IndieWire, it's, Beckham, Justin Biskin —, Ron Howard, Brian Grazer's, Oscar, Alex Gibney's Jigsaw, Jay Ellis's Organizations: WNBA, Sundance, Entertainment, Business, Netflix, Nike, Iron Entertainment, Apple, HBO, Procter, Gamble, Marriott, Hollywood Locations: Canada, Hollywood