The Sundance Film Festival is back at Redstone, and Kimball Junction businesses couldn’t be happier.

The Sundance Institute first used the Redstone Cinemas as a venue in 2007, and then stopped after the 2009 festival saying it was too costly.

Institute spokesperson Brooks Addicott said the return was needed to replace the theater space lost due to the Racquet Club renovation.

“Redstone Cinemas worked well with us this year to strike a balance with our budget and their financial needs,” Addicott said. “We felt the expenditure for both the venue rental and the added shuttles was worth it in order to ensure festival goers had more opportunities to see films.”

David Corwin, president of Metropolitan Theatres Corporation that owns the movie theater, said there is no a financial incentive to host Sundance, but it’s good for the community and for the neighborhood.

“We look forward to it,” he said. “Being one of two theaters in town, it’s certainly something we see value in participating in.”

With eight screens, Redstone Cinemas can accommodate the festival and still show its regular fare.

“In some respects it’s a negative on the regular business, but having said that, we’re a movie theater and we encourage and enjoy it when people have an appetite for different kinds of films,” he said.

Redstone merchants and others support it as well.

Ilese Jaffa, owner of Good Thymes Bistro in Newpark, said they don’t experience any extra business from Sundance otherwise. The huge crowds don’t make it out to the Junction if all the films are in Park City.

Tom Richardson is the owner of Beadniks, president of the Redstone Merchant Association and a board member of the Kimball Junction Business Association. He loves the fact that Redstone is a Sundance venue this year.

“We’re hoping we can get them to come back next year,” he said. “It’s good for us and produces more (foot) traffic in the area.”

There are about 26 restaurants and over 200 stores in Kimball Junction right now. If festival attendees can get acquainted with what the area offers, he thinks they’ll make the effort to dine, shop or revisit the neighborhood.

“We have a lot to offer people and it’s a great opportunity to shine. We’re trying to distinguish ourselves as a place where both tourists and locals can come,” he added.

The increased traffic doesn’t guarantee more business, but Richardson said it’s a chance to try out new strategies.

In 2009, Beadniks offered a discount to people who could show a movie ticket. Richardson is encouraging everyone to do something similar this month.

The Kimball Junction Business Association is taking advantage of every form of free marketing available to promote the area’s offerings and specials.

“If locals shy away from crowds on Main Street, we could see more traffic here,” he added. “My message to merchants is to just participate and a good number have said they’re in.”

Kimball Junction has a lot to offer festival attendees, and discounts can give them even more reasons to explore those offerings, he said.