PARK CITY — The always media hungry Paris Hilton showed up at this year's Sundance Film Festival.

Why?

"She likes free stuff," said an employee of Timberland, whose reps gave out swag Sunday to the average Joes trolling Main Street for handouts. The stars, however, head to the exclusive so-called gifting suites for the really good, pricey stuff.

Joyce Magsarili handed out pairs of fashionable Onitsuka Tiger boots to Paris Hilton and actress/comedian Mo'Nique. Magsarili also gave Guns N' Roses guitarist Slash some sweet swag.

Every year swag, or freebies, is a facet of the festival that its organizers don't talk about much. But Sundance has its sponsors, and those sponsors pump money into the festival, hopeful for big gains, albeit in addition to the philanthropic outpouring of donations via cash and in-kind goods and services.

The long list of festival sponsors and supporters, officially known as "institute associates," rely on celebrities to pick up their products in order to connect recognizable fame with a watch, pair of sunglasses, a purse, tennis shoes, electronics and on and on.

The stars are wooed into places in Park City like the Style Lounge, where they can pick up gear by Reebok, jewelry, home furnishing, shoes made in Italy and Macintosh computers and electronics.

Paris Hilton and Susan Sarandon made the rounds at the Style Lounge on Main Street and scored laptop computers with Los Angeles-based MelroseMac, which is spending about $40,000 on its gifting efforts during the festival.

"Number one, we're here to support our clients," said MelroseMac owner Sean Nasseri. "Number two, it's for the exposure. …Everyone has been really nice, very appreciative.

"Paris is actually a regular customer," Nasseri added. But on a scale of 1 to 10, how techno-savvy is the media-savvy Hilton?

"She knows her way around a computer," Nasseri said. "I'd say she's a good 7 or 8."

Actress Clare Grant and her better-known boyfriend, Seth Green, stopped into the Style Lounge for some goodies along with "Black Dynamite" actor Tommy Davidson.

"I got these dope things right here," Davidson said, pointing to a pair of boots that he picked up for "my girl" — girlfriend, that is.

Davidson had a few full bags, but like a lot of the better-paid actors dipping in and out of gifting suites at the festival each year, he was merely picking up stuff for friends and family.

"I got some stuff for my teeth," Davidson admitted. The rest in his bags was going to others. "I have so much. I do so well. …It's like, if somebody gives me one more thing, you know what I mean?"

E-mail: sspeckman@yahoo.com