Tammy Rosen, Sundance Institute’s chief communications officer, died in December at the age of 49. While the independent film world has mourned her in recent weeks, Rosen’s name will no doubt be the first to come to mind Thursday when the 42nd Sundance Film Festival opens. Sundance is already an emotional affair, as the Robert Redford-founded event concludes in Park City, Utah, before heading to Colorado. Another veteran Hollywood communications executive, Sunshine Sachs’ Brooke Blumberg, worked with Rosen for decades. Here, she shares fitting memories of her friends and colleagues who helped great storytellers reach audiences around the world. – Matt Donnelly
There are rare people in show business who remind us that what we do matters. Not because of the noise we make, but because of the stories we tell and how we tell them. Tammy Rosen was one such soul. The sweetest, gentlest bulldog I’ve ever known.
For over 20 years, I have been fortunate to know Tammy in all her capacities. As your best adversary, your fiercest defender, your client’s buddy comedy, your emerging friend, and your rock. In an industry that has changed countless times over the last 20 years, Tammy has always shown us the way forward.
She understood something fundamental that many people forget: advertising is an art. art form. I’m not talking about sending mass emails to make a fuss. Tammy taught me the importance of relationships through her example. She knew this work was built on relationships. Her Rolodex was legendary (she probably had a physical Rolodex somewhere), but it wasn’t just a name on a card. These were relationships she cultivated, nurtured, and protected. She understood media and culture and knew how to carefully read intent and impact. She had an almost mystical ability to know exactly the right person at the right time.
Journalists loved her (and she annoyed them in the best way!). They trusted her because she was honest and fair, and were thrilled by her beautiful foolishness. If you were to market Tammy’s signature sauce, it would be built around how much she cares. He cared about the art of propaganda. She elevated it. She respected that. She reminded us all that telling stories about the people who tell them is important work.
Tammy gave her all to her work. There was never a word “no”, it was “Who’s next? What do we tell them?” There was a grid upon a grid, every angle, every exit, every relationship, every story mapped out. There were endless calls and meetings, but people actually liked sitting through them. We swallowed all the knowledge, analyzed what was working and what wasn’t, and strategized until we got the right results. It’s very rare to have a consistent teacher in this industry and Tammy provided that for everyone who worked with her. She took the time to teach and mentor many people and loved it. This wasn’t just a job for Tammy, it was a life’s work to which she poured her heart and soul.
God, did we have fun. 17th hour, backstage? no problem. Nothing happened without Tammy’s laughter. Her infamous late nights continued into the morning. She was there even on the sixth day of the festival, when she was scavenging leftovers from the catering backstage. Never without her famous red lips. Always shining. Filmmakers adored her. She really cared about the independent film community that uplifts these artists. They felt safe with her.
She was a behind-the-scenes icon to many and a legend to this publicist. I picture her with Paula Weinstein right now. They both smile and laugh at inside jokes that we’ll never understand. Maybe they’re already working in a celestial projection room, blasting Springsteen and making sure the story gets told right.
Tammy guided us all the way. And for that, I am forever grateful to her and for our 20 years of friendship.
