As a regular and longtime Comic-Con attendee (check out the fabulous blast from years’ past here) and someone who had never been to Texas (now 29th state visited!), I always wanted to visit SXSW, but the timing was never right.
The stars were aligned this time. With a complimentary, all-inclusive film & TV press badge, and coincidentally, a free flight voucher from Southwest Airlines, I boarded to Austin and had a grand time! Austin is a cool city with an outdoorsy-barbeque-music vibe. The early spring weather ranged from super warm to cool and cold and windy, not much different than San Diego.
I was only available to be there for several days (less than half the nine days allotted) and a tiny fraction of the massive festival (intersection of film, television, music, business and technology) had to offer, but it satisfied my curiosity. It’s nice to be able to get away into a new part of the country and also immerse myself in all-things film and television. If you think Comic-Con is pricey, I got a major sticker shock when I realized my badge was worth at $1,395!
As always, there were too many things to run concurrently and too little time to experience everything you'd want. As a member of the press, I was also invited to a variety of VIP parties, live music and interactive business-related events, but I wasn’t able to make it. That’s how it typically goes – you win some, you lose some.
Unlike the flat grid of downtown San Diego, Austin’s downtown area is pretty sprawling and with some hilly parts, so rideshare was my go-to method in order to be able to hit events in time, although it still took time due to congested streets. They did have free shuttles that go from the convention center to major hotels and theaters in the area during the festival, which was a great service for those who weren't rushing. The lines were managed with people having primary and secondary access based on their respective badge, so it’s clearer than Comic-Con’s one giant lines for everything.
The exhibition floor was nothing to write home about; it's small and more like a state or summer fair type of exhibits. The rooms in the convention center had electronic placates (with what appeared to be real-time information about the session and capacity in the room) by the door that I don't see at Comic-Con.
As far as pop culture celebration goes, it’s not comparable to Comic-Con since SXSW is so much more than film and television and nobody wore any costume. Although there were a few buildings wrapped (with giant film or television banners) and few pop-up activations here and there. Plenty of photo opportunities and fun to be had.
Most prominent activations were Alien, Amazon Prime Video, Paramount+ Lodge (similar to the one hosted at Comic-Con), The Accountant 2, Love is Blind, Museum of Future House (Dubai) and Whattaburger.
Some of these events provided tasty treats and drinks (such as slider, lemon sorbet, desert chocolate, soda, lemonade, martini). Goodies I got include patches, bracelet, charm, T-shirt, hoodie, cowboy hat, regular hat, books and totes. Among photo shoots, catching clues and solving puzzles, the most fun I had was trying out line dancing! (coming from someone who doesn’t dance at all). I skipped the paintball gun activity due to time. They were only running these pop-up events for as few as a couple of days to several days, not for the entire duration of the festival, so it was perfect timing I was there during the beginning of the festival.
What SXSW does best compared to other, smaller film festivals is red carpet premieres. Yes, Comic-Con (and even WonderCon) has star-studded panels (hello, Hall H and Ballroom 20!), but it’s a different kind of vibe there.
We’re talking major cast and crew of feature films on the streets. There’s something exclusive and glamorous about lining up to see the world’s premiere of a movie, with the stars walking out onto the literal red carpet outside of the theater, and standing on stage for Q&A after the movie. The frenzied atmosphere on the streets with the throngs of cheering fans, press from around the world, and security surrounding the theater was electric.
SXSW required the very limited, ticketed general audience going inside the theaters to only bring one transparent bag per person in order to move lines through security quickly, although I couldn’t tell if it was enforced. Press was allowed one regular bag and one camera bag, and assigned ‘working press’ tag for each.
I didn’t look for information or plan to attend any of the red carpet premieres (like Blake Lively and Anna Kendrick for “Another Simple Favor”). My goals was a respite from the routines from work, a change of scenery, and to basically chill and enjoy what might come my way.
I ended up at the right place and the right time for the premieres of “Holland” (Nicole Kidman, Matthew Macfadyen, Gael Garcia Bernal) and “Drop” (Meghann Fahy and Brandon Sklenar, and co-stars). I heard from a journalist next to me when and where Ben Affleck would appear (for “The Accountant 2”), but it was so late in the evening and I decided to ditch the effort to get there. I was planning to get to “The Death of a Unicorn” premiere and had to miss it due to “The Accountant 2” activation running late.
One-word impressions of the movies I did see: “Another Simple Favor” – wild, “The Accountant 2” – solid, “Drop” – intense, “Holland” – quirky, “It Ends” – creepy. I did end up seeing “Death of a Unicorn” in a press screening back in San Diego this week – brutal (in a ‘eat the rich’ way). Some of the screenings.were held in an ornate, historic theater with a stage. “Another Simple Favor” and “Drop” reviews are forthcoming. 2025 is turning out to be a banner year for films and television!
