Take one look at Main Street in Park City, and you know it's time for Sundance. The films are ready to go, and out of towners eager to see them are already here.
"I love it," said Katie Hasty, representing hitfix.com.
"It's an amazing experience," said Jessica Berger, Publicist for Sunshine Sachs.
"You talk about movies, what you like, what you don't like," said Harrison Levy, visiting from Oklahoma.
An estimated 50,000 people descend on Park City during the festival, and that means major business for local restaurants.
"It's absolutely crazy," said Matt Baydala, General Manager Yuki Arashi.
Baydala said they wait for this time all year.
"For us Sundance is huge, we cram a ton of money into our accounts for a 10 day period," Baydala said.
It makes life a little crazy for his staff.
"We basically get here at 10:00 a.m. and we serve until 2:00 a.m.," said Kim Stephens, server.
But they don't mind.
"At the end it's always worth it," Stephens said.
Festival goers are glad they put in the work.
"It's a well oiled machine," said Hasty.
"The locals just do a phenomenal job of making you feel welcome," said Levy.
"They literally give their town over for Sundance Film Festival," said Berger.
Follow Brian Carlson on Twitter: @tv_briancarlson