
So much to do at SXSW and so little time to write about it. I'm going to be catching up as much as I can with the films. Thankfully (or sadly) not many are coming soon to a theater near you. Meaning I have a bit of time to summarize each one. Normally I focus more on the films and less on the experience of attending a festival. But having been overwhelmed (in a good way) by SXSW I was thinking it might be helpful for others thinking to attend in the future if I wrote a post or two on how to grok "south-by." It seems silly at some level because this info is really for 2011 attendees I still decided to try and get this all down while it's fresh on my mind.
SXSW is really three big festivals in one - or depending how you choose to play it, one big party. The three components are Film, Music, and Interactive. Interactive meaning web/new-media stuff. I attended for Film - so in the "write what you vaguely know" I'm only going to talk about Film. All I can really say about Music is that there are apparently more attendees in that group than there are residents of many countries and they are distinctive in their ability to be much hipper and/or greasy than the Film/Interactive folks. Interactive seems to be what I'd expected. Interesting folks, some silly seeming companies (how many bar code plays do we really need?) and a vibe that reminds me of reading Wired Magazine. I'm not entirely sure if that's a compliment or a dig in case you're wondering.
The Basics
First thing to know about SXSW Film is that you're buying a "badge", not a "pass." Depending on how much you want to spend you can add on other festival components. I just went with Film only - and didn't really have any time for anything else so that seems like it was a wise choice. Prices escalate with delay so once you're sure you're going you'll want to buy. Film badges get you into everything until capacity is hit in a first come, first served basis. As opposed to other fests there doesn't seem to be a super-elite (read expensive) badge that jumps the line. In that way things are super democratic. "Passes" only are available locally in Austin and allow folks entry into screenings only once all badge holders are seated, IF there is still room. Not surprisingly that can be a problem. For what it buys you SXSW Film badges are very affordable. If you're traveling all the way to Austin just spend the money on a badge. Even if you live there it seems that given the value of your time buying a badge early is the way to go vs. a pass if you can possibly afford it.
Films leaned more towards English language (but mostly indy) than other festivals I've attended (with the possible exception of Telluride). There's a midnight "Taste of Fantastic Fest" for genre fare and a good amount of music related films in the mix (presumably for crossover with the Music conference). The shorts packages were particularly good having a high ratio of strong efforts in the mix. It does pay to do your research ahead of time to maximize the chances of seeing something great. That's one area I wish I'd concentrated a bit more as it took some time for me to lock in on some of the better films having started with some just OK ones. Still I had a fabulous time and rarely saw anything I'd call "bad."
Length of Festival / When to Go
This year at least films screened the entire time SXSW was operating (March 12-20th). Officially the awards are at the half way point - but the movie screenings continue all the way through. So by my math that means the festival is nine days long. Folks do start to clear out once Music starts - but that just means it's easier to get into things. Though there may be less folks available for Q&A's. My advice - if you can afford it stay as long as you can. You don't really need to get there the day before (in 2010 the 11th) but films start in the early evening so don't fly in late on the first day if you can help it. With a little rushing I landed at 4 and was able to get to my hotel, drop my bags, pick up my pass and get in line for a 7pm film without much difficulty. That's cutting it close but a few hours earlier would have been perfect. I think you can save your hotel dollars by not forcing yourself in a night early. But that would give you more time to explore Austin - so as always pluses and minuses...
Getting There
Fly to Austin - that's basically it. There's one airport and as long as you stay roughly near the downtown core you absolutely do not need (nor want) a car. The SXSW website had a great guide to where each hotel was (and pre-negotiated prices). I stayed at the Holiday Inn Town Lake. Town Lake hotels appear to be a bit cheaper as they're somewhat outside the city core. It was a pleasant 20 minute walk in the mornings so I think the cost savings were worth it. If money wasn't an object I probably would stay downtown just for the sake of convenience. Cabs are pretty cheap though in Austin so getting back from downtown at night (you likely won't want to walk at 2 AM) still makes the Town Lake or other outlier hotels a good deal. Weather was very nice my entire stay (save one day with rain) - but I've been told that March is pretty variable so you can't count on that.
Venues
As this was my first trip to SXSW and I only got to three of the venues I can't really paint a complete picture of what's best. But I'll summarize what I experienced.
The largest venue is the
Paramount Theater. It's a huge old fashioned performance space with an extended balcony area (only opened when capacity requires it). If you want to be sure you get into a film the Paramount is usually a safe choice. Even lines that appear incredibly daunting can still leave you with a good seat. The bottom floor has an incline but not a huge one. Given that I tended to enjoy aisle seats on the left or right section as I worried about sightlines in the center should someone tall be in front of me. Even from the back of the orchestra I had a clear view of the screen. I also attended one screening from the balcony. Some of the chairs have very little legroom so you'll need to poke around. But I think most folks should be able to find many seats they'll find satisfactory. Main takeaway - The Paramount is huge and that makes it your best bet for not being shut out.

While the Paramount is huge stately theater, it'll look familiar to everyone. The big difference in screening spaces at SXSW is definitely brought by the Alamo theater chain. There are two Alamo's in use by the festival. First is the
Alamo Drafthouse Ritz in the downtown area, easily walkable from the convention center and all core venues. Then there's the
Alamo Drafthouse S. Lamar it's very similar to the Ritz with two exceptions. First, it's outside the downtown area and is not walkable (though a cab is reasonable and for much of the festival there's a free shuttle). Second, the theaters in use at the Llamar location are bigger meaning it's less likely you'll get shut out. The main thing about the Alamo venues is that they're combined bar/restaurants and movie theaters. While you get a great view due to the sharp rise of the theater you're also seated in front of a long narrow table spanning each row. The menu is pretty broad and everything I tried was quite tasty. It's particularly hard to resist the $5 Milkshakes (yes, everything is named with a movie reference of some sort). They also serve alcohol if you feel the film you're watching may require chemical assistance for you to fully enjoy it. It leads to some odd moments, "hey - am I actually eating a salad during a movie?" but I totally loved it. And for a festival it's perfect as it's the only one where I haven't felt the need to choose between being hungry and seeing a movie. The menu has you covered from breakfast to a late night snack (and delicious hard pear cider). For the traditionalists there's of course popcorn with real butter. While having the food is great by itself the layout brings a secondary benefit. To ensure that servers can get in and out there's a small spacing between each row of seats/tables. This makes it particularly easy to slip in and out even if you're seated in the middle of the theater. Normally at festivals I try to sit on the ends to enable me to get in and out quickly as desired. But at the Alamo I didn't feel the need to make that sacrifice. So saw plenty of films dead center which was a nice change. I even saw one film from the first row and had a good time. It was a particularly good film, but even if it isn't you can always order a peanut butter milkshake to salve your soul. If you haven't gotten the message - I
LOVE the Alamo theaters.
Please open one (or ten) in Seattle. And yes, I'm aware of some of our local choices in the same vein and I'm trying to get to them all when I can.
Almost forgot. The Alamo Ritz has one theater wher the last row has two (maybe three) big ovestuffed leather couches. If I recall correctly one was a two person and one three or so seats. Didn't try them - but seemed perfect for a change of pace.
There were three other venues used by SXSW this year, The G-Tech Theater (in the Austin Convention Center),The Hideout, and the Carver Museum. Sadly I didn't get to any of them so I can't offer any real commentary on their pros/cons.
Film Entry
Many things about SXSW Film are as you expect if you've been to another festival. Pick the films you'd like to see. Show up early and wait on line. Be sure you're on the badge holder line (there are separate ones for pass holders and ticket buyers). When the time comes they let badge holders in until the place is full and then others. It pays to know the size of your venue (staff will happily let you know) to judge if you're getting in. Most of the time you will unless it's one of the smaller theaters, you showed up too late (45 minutes usually did the trick though) or a lot of seats were reserved for the film makers and/or press (which seemed unusual). The festival does not have back to back re-entry into the same theater. Meaning once you've seen a film you've got to clear out and join the existing queue to re-enter. It's probably fairer and more transparent, but it really sucks if you want to catch something right after something as if there's a long line you're going to the end of it. Bottom line - SXSW makes you really think hard about each choice as it often means missing something else, even if the films don't overlap. Adding to the problem is that there's not a lot of time between the sessions so the problem I described seems to come up pretty frequently.
They also offered jump the line passes for folks willing to queue up in the morning at the convention center. These express passes (you could get two per day per badge) didn't guarantee entry but they put you at the front of the line as long as you arrived before people were seated. At the Alamo theaters this wasn't always a huge help if you were rushing from somewhere else due to their policy to seat folks earlier than other venues. Still, it's a nice thing to have if you can grab one in the morning. As you'd expect a limited number are given out to each film. Once the Music sessions start though the film express passes end.
While you're waiting on line make sure to talk to the people around you. Most film fest veterans know this - but it's a particularly good crowd for chatting with in Austin. I had great discussions with folks ranging from the actress and her father from one of the award winning films, programmers from other festivals (from Boston to London) other bloggers, prosecutors on holiday from Vegas to members of the military. You are missing at least half of the fun if you don't force yourself to talk with at least one random screening per film.
Panels
There's a significant concentration of industry folks at SXSW and that leads to things other than films. There are a large variety of panel discussions, mentoring sessions, etc. for you to take advantage of. They range from technical to longer form discussions with actors and/or directors. I only attended one with Michel Gondry and was very happy with the quality. Next time I'd like to try some more - but the films are such a strong lure. :-)
Other distractions
One of the things that made the SXSW experience truly different for me vs. other festivals was the incredible number of distractions that exist to keep you from actually getting to a movie (aka free food and drink). This goes way beyond the free beef jerky at Telluride. Just walking through downtown Austin and try getting to your film without someone pressing a Zone bar or Monster energy drink into your hand. And if you're bored and killing time there are also a lot of opportunities to grab random swag on the trade show floor. I mostly resisted that. But just to give you a sense of what's going on here are a few of the better free distractions
- The Macallan tasting booth. How many festivals have you been to with a scotch sponsor that holds a daily tasting? Approach with caution. It turns out that 15 year old scotch is deceptively smooth.
- Sobe tent - not just sampling their beverages. But actually setting up a bar to mix drinks with their product. You literally could spend the entire day drinking there if you chose. More interesting to me - their willingness to hand over their quite slick SXSW 2010 T-shirts if only you asked.

- IFC Crossroads House -
my favorite place to hang during SXSW (not counting the Alamo of course). IFC took over a building, added a free coffee bar, a place to recharge your portable device (complete with power adapters), held an evening happy hour and broadcast from an intimate studio set up inside. Not to mention their daily complimentary breakfast which was plentiful and tasty. You could grab a free coffee and listen to an interview with Ed Norton just a few feet away. The photo booth and video games were just gravy. IFC - I'll be looking for you in 2011 - please come back, it just wouldn't be the same without you. :-)
- Trade show floor snacking - even if you couldn't care less about a job with Google or wanted a new whatever walking the trade show floor was interesting and entertaining. Not to mention a decent source of a quick sugar fix.
- More happy hours than one knows what to do with. Simply didn't have time to sample any of them except a quick walk by of IFC House before the
Lemmy screening.
- The parties, my lord, the parties... See my post on The People vs. George Lucas for just one example. Though there were at least 2-3 parties each night to choose from I went for film as the priority. Maybe next year I'll branch out.
R&R Shuttle - SXSW offers a complimentary Film Shuttle to badgeholders between downtown and the Llamar Alamo for part of the festival. On the website there's a lot of talk about the R&R shuttle pass which gives you unlimited rides between your non-downtown hotel and the Convention Center. I'd somewhat misread the offer as I thought it was between any venue and your hotel. That would have been a lot more valuable. As it stands it is convenient and if you're on your own likely easier than cabbing it back to Town Lake each night. But if you're with a group seeing films together the economics of sharing a cab vs. buying several shuttle passes may make less sense. Either way it's nice that it's offered and it's not terribly expensive.
Well, that's all for now. Slackerwood has a
great venue guide and all around comprehensive coverage of SXSW coverage. I'll do other posts on the "SXSW experience" as the mood strikes me. For now, back to the film writeups. Please be patient, it's going to take a while.