The goodie mob

PARK CITY, Utah -- In a small retail space rented out by Timberland on the main drag at the Sundance Film Festival, actress Heather Graham stood in front of a mirror deciding between two sport jackets -- one black, one blue.

"I kind of like the black one," she said to her publicist.

"Take them both," said a Timberland sales associate.

"I don't want to be greedy," Graham said, looking unsure.

"That's what we're here for," the associate responded, smiling.

Graham is one of many stars who visited the Timberland booth at Sundance this week. Beating her in for free gear from the Stratham, N.H., company were Christian Slater , Timothy Hutton , and William Baldwin , who took a light- blue Timberland jacket for his wife (Chynna Phillips ) before asking for a pair of size 14 boots for himself.

Collectively, the stars grabbed thousands in merchandise from the makeshift shop. It cost them nothing.

It seems it still pays to be famous.

You may have heard that swag -- the free stuff given to celebrities at awards shows and film festivals -- is on its way out, thanks to scrutiny from the Internal Revenue Service and criticism from do-gooder stars such as Edward Norton , who has said that he and his peers are given way too much when in reality, they need nothing.

This year's Golden Globes basket was only worth $600, compared to past years, when it contained items worth tens of thousands. This year's Oscar basket is also expected to be minimalist by Hollywood standards.

Just a few days before Sundance began last weekend, independent film publicist Jeremy Walker sent a "swagifesto" to his clients urging them to avoid the freebies to save the dignity of the industry.

" We've watched swag, like cocaine, turn nice, smart, humble, creative people into monsters," Walker wrote to his moviemaking friends. "As with cocaine, once tasted, the consumer of swag instantly wants more."

Mocking the whole concept of swag during the first few days of the festival was Dustin Diamond -- also known as Screech from "Saved By the Bell." He and fellow reality-show regular Gary Coleman were filmed by a camera crew to see who could leave Sundance with the most free loot. Diamond said the whole concept of swag is upsetting when he thinks about it.

" These people have everything," he said after his swag-grabbing weekend.

But apparently having everything isn't enough. Goodies for famous people are still plentiful, and celebrities are eager to accept the prizes. And companies trying to avoid the criticism and tax issues associated with awards - show gift baskets have found a new way to continue the swag madness -- they have opened up entire shops for the week so that stars can come in, browse, and leave with one or two free products at a time.

"They're still supposed to claim it on their taxes," said Britt Johnson , whose Los Angeles-based company Mediaplacement produced the "luxury lounge" at Sundance with products from Timberland, Neutrogena, and Dole, which handed out free vodka-juice drinks so celebrities can sip while they shop.

"Yes, the gift baskets are going away," Johnson said. "But it's actually better for us to get rid of the baskets. Trying to pick a jacket that is the right size for everyone was impossible. This way, they can come in and shop for what they want."

Johnson's company produces five swag events a year at awards shows and film festivals. One of his so-called luxury lounges appeared in an episode of "The Sopranos" that mocked swag. (In it, Lauren Bacall is robbed of her expensive freebies by the show's mobsters.)

Johnson says shop-like luxury lounges are the way of the future, and that gifts for celebrities aren't going anywhere.

After all, Johnson said, swag is some of the best publicity a company can buy. If Graham is seen wearing one of those Timberland coats, the company benefits. Her endorsement is worth more than an advertisement, which would cost thousands. A few free sport jackets for Rollergirl is a steal.

Down the street from Timberland this week has been America n Eagle, which opened its own lounge during Sundance called the "aerie Spa," where celebrities have been able to take products from the company's new sleepwear line, aerie, and get complimentary spa treatments in back of the rented loft. Tara Reid , Jared Leto , Cheryl Hines , and Regina King are just a few of the names who have stopped in.

"People have been so thankful and grateful," said Jani Strand , spokeswoman for American Eagle.

Strand admitted that the aerie Spa is essentially a swag den for people who could easily afford the products. But she considers the freebies just another form of marketing.

"I think there are a lot of ways to get the brand out there. And if this is a way to build on the brand, that's perfectly legitimate."

Many of the companies at Sundance this week have also committed to some charity to rid themselves of the swag stigma. As Graham stewed over the ethics of her spoils (albeit briefly), she was told by Timberland staffers that for every item given to a celeb this week, the company has committed to planting a tree. That cheered Graham up just before she walked out with the jackets and a free pair of boots.

Down the hall, Neutrogena asked stars who visited its lounge area -- including Kevin Bacon and Ryan Reynolds -- to draw a picture of the sun for an online auction benefiting the American Cancer Society.

And in the center of Main Street during Sundance's opening weekend was the most socially conscious swag party of them all, the Lexus Hybrid-sponsored Project Greenhouse suite, where environmentalists pitched the benefits of eco-friendly paint while Ed Begley Jr. talked to guests about solar power.

One of the companies at the affair was LUSH, which has beauty shops in Harvard Square and on Newbury Street. LUSH reps spent much of Sunday afternoon handing out environmentally conscious soap that comes without packaging.

"We're the antithesis of the gifting suite," said Brandi Halls , a spokeswoman with LUSH, after she handed out free gift bags to industry types.

Sure, it was still swag. But according to Johnson, who is already planning his gift suites for the Oscars, it's the best we can hope for.

Meredith Goldstein can be reached at mgoldstein@globe.com.