Paris Hilton pays homage to herself as stars take Sundance by storm

But the heiress didn't appear particularly interested in the independent films on offer, instead focusing on just one thing - herself.

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The 25-year-old paraded around the city in a hot pink t-shirt with a portrait of face emblazoned across the front.

She is at the event to promote her new film The Hottie and the Nottie, despite the fact it's not in the official Sundance line up.

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A night earlier, Paris did what she does best - partying - this time with rapper 50 Cent.

Moments before hitting the dance floor, she screamed: "Oh my god I'm having such a good time – this is the best Sundance ever!"

Other Hollywood party girls have also made an appearance at the event, including actress Mischa Barton, Mary-Kate Olsen and Kirsten Dunst.

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While it's clear the festival has changed significantly since Robert Redford founded it as a small event for independent films in 1978, he insists it isn't eclipsed by presence of Hollywood socialites.

Redford said: "Paris Hilton and so forth doesn't have anything to do with anything.

"There's nothing pretentious - no red carpets, no limousines allowed," he said.

"And so people come and mingle together like a real community of artists."

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Established stars including Sarah Jessica Parker, Jodie Foster and Sir Ben Kingsley have arrived, and Tom Hanks turned out for the premiere of The Great Buck Howard, in which he co-stars with his son Colin.

The festival has a reputation for unearthing independent movies - Little Miss Sunshine, The Blair Witch Project and Reservoir Dogs are among the films that first found success at Sundance.

Two films have sparked buzz so far - the comedy Sunshine Cleaning and a documentary based on Roman Polanski's under-age sex scandal.

The festival runs until Sunday.