Later, in August 1968, Redford purchased the entirety of Timp Haven, the land that is now known as Sundance, The resort was renamed from Timp Haven to Sundance, after the role Redford played in the 1969 film Butch Cassidy and the Sundance Kid. The resort of Sundance is not to be confused with the town of Sundance, Wyoming, the location from which the Sundance Kid received his name. Redford's 1972 film Jeremiah Johnson was filmed near the resort. Because of its lower elevation, the resort had a shorter ski season than its competitors. In order to increase revenue, Redford wanted to create an Aspen-like atmosphere and use the resort to promote the arts and draw in Hollywood stars. The Sundance Film Festival was held at the resort to help it achieve this purpose. Sundance Institute and Film Festival In November 1979, Redford held a 3-day conference for filmmakers and professional artists at the Sundance Mountain Resort. The goal of the event was to promote indie filmmakers. These efforts laid the foundation for what would become the Sundance Institute. In 1981, the Sundance Institute was founded to foster and celebrate the diversity of American filmmaking. In 1985, the Sundance Institute took over operations of the United States Film Festival. The organization had been founded in 1978, however, it became a part of Sundance, and in 1989 the name was officially changed to the Sundance Film Festival. In 1985 Redford hosted the first film festival at Sundance to promote independent films. Redford initially objected to taking over the film festival, and in its early years it was "regarded by many [film] distributors as toxic". In 1989, however, the film festival gained recognition after its showing of Sex, Lies, and Videotape by Steven Soderbergh. That was the year the festival began to achieve its goal of shaping independent film making. Although it has increased in popularity, the film festival has maintained its support of the making and distribution of indie films. Today, the Sundance Film Festival is held each year in January and primarily north in Park City, and is a popular and well-known competition for independent film makers. It is the largest independent film festival in the United States, and also one of the largest in the world. It features documentaries, large films and small films. The festival receives over 9,000 submissions, and around 200 are featured. More than 50,000 people attend