Amanda Kelso, CEO of Sundance, Shares Insights on Mapping Out the Festival’s Future Direction

Amanda Kelso, the acting CEO of the Sundance Institute, has had an impressive career in entertainment, including teaching Mister Rogers how to use email during her time as a production assistant on the iconic children’s show Mister Rogers’ Neighborhood. Now, as she takes on the role of guiding the Sundance Institute through a period of uncertainty, including the possibility of the festival leaving its Park City home of four decades, Kelso is poised to make her mark in the film nonprofit world.

Kelso’s journey to the Sundance board began with her background in tech, having held top positions at Google and Instagram from 2008 to 2018. Her experience proved crucial when the festival had to move online during the pandemic, with Kelso playing a key role in developing the streaming platform for the digital festival.

Despite initial concerns from some Sundance veterans about the shift to digital, the online platform has become a valuable revenue stream for the festival. In 2023, Sundance reported impressive attendance and viewership numbers for its online program, prompting discussions about the long-term viability of the festival.

As Sundance explores new options for its future home, including cities like Cincinnati and Boulder, Colorado, Kelso emphasizes the need for cost-effective solutions to make the festival accessible to filmmakers and industry professionals. A decision on the festival’s location is expected in early spring.

With leadership changes in the entertainment industry and at Sundance itself in recent years, Kelso’s consistent and steady leadership is seen as a welcome presence in the indie film space. As she navigates the challenges of her new role, Kelso remains committed to creating spaces for diversity of thought and freedom of expression in the industry.

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