The market is more diffuse than in years past but it's also steadily gaining steam.

24 Jan 2013 - 4:39 AM  UPDATED 24 Jan 2013 - 4:39 AM

Jan 23 ( - Movies starring Joseph Gordon-Levitt and Steve Carell fetched millions this year at the Sundance Film Festival as sellers adjust to a market that is more diffuse than in years past but is also steadily gaining steam.

Major distributors like Relativity and Paramount surprised many by acquiring or bidding on films, but the biggest acquisitions so far have been for movies with A-list stars in the cast. Fox Searchlight paid $9.5 million for The Way, Way Back (pictured), which features Carell and Toni Collette. Relativity paid $4 million and promised $25 million more in marketing for Don Jon's Addiction, which stars Gordon-Levitt, Scarlett Johansson and Julianne Moore.

This year has mirrored the trend of the recent past, with deal-making more cautious and less impulsive, demonstrating that Sundance movies now attract all kinds of buyers, not only theatrical distributors.

"The last couple years, deals have been closing on Sunday and Monday instead of right away," David Glasser, chief operating officer of the Weinstein Company, told TheWrap. "We sit with the film, run the models and see how far we're willing to go."

Halfway into the festival, no film has become the talk of the town, as Beasts of the Southern Wild and The Surrogate (AKA The Sessions) were last year. Nor has any company taken the market by storm.

The Weinstein Company often fills that role, as in 2011 when it paid about $13 million for Our Idiot Brother and The Details. And at Toronto in 2012, Lionsgate and Roadside Attractions took Thanks for Sharing, Imogene and Much Ado About Nothing.

Exclusive Releasing acquired the divisive Two Mothers, its first title since its September launch.

"It's a phenomenon of films finding the right distribution rather than just going up for auction," said John Sloss, founder of Cinetic Media and a veteran seller. "Do I miss the days when $4 million deals were the norm? It made my deals easier. But if you have to wait, you collect on the back end."

Sloss' slate typifies the new market. His Toy's House, sold late Tuesday to CBS Films. Other titles, such as Before Midnight and Blue Caprice, have received warm receptions but are still up for sale. A large number of buyers are in pursuit, reflecting an infusion of new companies into the marketplace.

Austenland" and his own Fruitvale deal as signs of a strong year.

"There's only so much any of us can take on," Glasser said. "You pick those one or two movies you really go after and this year it ended up being spread among all of us. It's very interesting how the VOD market, especially our division, has come into play."

RADiUS is one of several companies that offers new-release options to filmmakers, promising that video on demand and digital sales can be as lucrative as a theatrical release or big upfront money.

"We have to look as much at ancillary revenue streams and back end money as the advance," Sloss said. "It feels like there's a lot more thoughtfulness from sellers and buyers."

Documentaries are the one category of film that are doing brisk business, from the killer whale documentary Blackfish to the immigrant tale Who is Dayani Cristal?

With the festival halfway over, the question is when the second flurry of deals for narrative films will begin. Lynn Shelton's Touchy Feely, horror anthology S-VHS and Richard Linklater's Before Midnight are among the many titles expected to go soon. If the market so far has been any indication, expect multiple bidders and smaller advances – but plenty of deals.