Economic downturn? Apparently the Sundance marketeers didn't get the memo.
Rivaling moviegoing as the festival's biggest raison d'etre, the swag rush is in full swing at Park City, with dozens of companies staking out a spot on Main Street to lavish freebies on the VIPs, with celebs scoring everything from flipcams, Rock Bands and KangaROOS to spa treatments, skin-care samples and even teeth-whitening products.
Among the stars we spotted raiding the goodies over the weekend: Dominic Monaghan, Eliza Dushku, Jamie Kennedy and Mo'Nique.
E! News was there to capture some of the frenzy at the Rock Band Lounge, where funnyman Tom Arnold sweated over a virtual drum kit.
We also ran into a real musician, Jane's Addiction frontman Perry Farrell, who opened up about the reunion of that band's original lineup, including for the first time in 18 years founding bass player, Eric Avery. Farrell says the seminal alt-rock act will release a box set in April and then hit the road.