Sundance Director: Boulder Move 'Unprecedented', AI Films?

Eugene Hernandez, the director of the Sundance Film Festival, provided a sweeping update today on the organization’s transition to Boulder, Colorado, labeling the logistical and creative overhaul as “unprecedented” in the festival’s 48-year history. Speaking during a virtual press briefing from the institute’s new interim headquarters, Hernandez also addressed a question that has been animating the independent-film community: whether Sundance will accept submissions created with artificial intelligence.

The move from Park City, Utah - Sundance’s home since 1981 - was announced in early 2025 after a competitive bidding process that saw Boulder beat out several other cities. According to Hernandez, the physical relocation is only part of the challenge. “We’re not just packing up screens and projectors,” he said. “We are rebuilding the entire operational rhythm of a festival that has deep roots in a specific mountain town. Every department has had to rethink how they work.”

Hernandez detailed a months-long effort to replicate Sundance’s signature intimacy while adapting to Boulder’s larger infrastructure. The festival plans to use multiple venues across the city, including the University of Colorado’s campus and downtown theaters. He noted that the institute has hired more than 60 new local staff members and negotiated contracts with over 200 lodging and transportation partners. “You don’t just swap one ski town for another and call it a day,” Hernandez said. “The local film ecosystem, the volunteer base, the snow emergency plans - all of it is new. It’s been an unprecedented operational lift.”

A Policy on AI Films Takes Shape

When pressed about whether Sundance would accept films that incorporate generative AI, Hernandez confirmed that the festival is currently finalizing a policy, though he stopped short of a blanket ban or endorsement. He acknowledged that the technology is already being used in post-production and concept development, and that outright rejection could alienate emerging artists experimenting with the tools.

“We’re not going to pretend AI isn’t part of the conversation,” Hernandez said. “We have seen submissions where AI was used for color grading, for creating background textures, even for generating dialogue in rough drafts. Our question is: at what point does the use of AI undermine the ‘human author’ that Sundance exists to champion?”

He outlined a likely framework that would require filmmakers to disclose any AI-generated content over a certain threshold, similar to the transparency rules adopted by some documentary festivals for archival footage. The policy is expected to be published before the opening of the 2027 submission window. Hernandez emphasized that Sundance remains committed to “human-driven storytelling,” but also noted that the festival has historically adapted to new technologies - from digital cameras to streaming distribution - without losing its core identity.

The Boulder Transition Continues

The move to Boulder has not been without growing pains. Hernandez acknowledged that some longtime Park City partners have chosen not to relocate, and that the festival is still finalizing its snow plan for the January 2027 event, which will be the first full Sundance held in its new home. A soft-launch event, called “Sundance in the Rockies,” took place this past March with a limited slate of screenings and panels, drawing mixed reviews from attendees who missed the walkable Main Street atmosphere of Park City.

Nonetheless, Hernandez sounded optimistic. “We’re building something that can last another 40 years,” he said. “Boulder has a vibrant arts community, a strong commitment to sustainability, and a population that cares deeply about independent film. The work is difficult, but it feels necessary.”

The festival’s 2027 edition is scheduled for January 21 - 31. Submission guidelines, including the AI disclosure rule, are expected to be released in early October. For now, Hernandez and his team are focused on the final push of the relocation: moving the institute’s film archive, securing permits for outdoor screenings, and training the new volunteer corps.

“This isn’t just a logistical exercise,” he said. “It’s a philosophical one. We’re asking ourselves what Sundance has to be in a new era - and that includes deciding what role AI will play in the stories we tell.”

Source: Hollywood Reporter