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Anyway You Swag It

Article: Anyway You Swag It

It’s wouldn’t be Sundance without a comment about swag, that four-letter word that speaks to man’s most mercenary desires. It used to be that swag was all about specific film marketing — an AMERICAN PIMP [www.imdb.com] t-shirt, a pair of THE MYTH OF FINGERPRINTS [www.imdb.com] gloves, a snow globe, a lighter, or a glow-in-the-dark rubber with the name of the film printed over it. In recent years, however, swag has gone upscale. And its opponents have gotten serious….