Deals go down at Digital Hollywood.

Shortly after 4,000 people showed up for last week's Digital Hollywood conference, deals started popping up.

On the second day of the conference at the Loews Santa Monica Beach Hotel, Los Angeles-based DailyReel.com cut a content deal with Seattle's Blue Dot social networking site. They displayed the deal on a pair of laptops belonging to DailyReel Managing Editor Alexandra Delyle and Blue Dot's Dot Connector Kabir Shahani.

"The deal will help us enable the DailyReel to get their content in front of individual user social networks," said Shahani. "Instead of helping them get in front of dozens of communities of millions, we want to help them get in front of millions of communities of dozens."

Blue Dot's Mike Koss, whose business card terms him the "Head Cheerleader," said the value of the conference is providing the ability to network with the big boys.

Martin Lafferty, chief executive of the Distributed Industry Association, pointed to another deal--without identifying the parties involved--that was made over breakfast on Wednesday that started with a handshake and "had a complete distribution deal in place by the end of breakfast."

"Deals are all these people are looking for," said another conference attendee, who said his company was cutting a deal "as we speak."

Digital Hollywood calls itself the premier entertainment and technology conference. About twice as many attendees showed up as last year, and conference insiders said it's likely to move next year to the Santa Monica Civic Auditorium.