On March 10, the Hotel San Jose was transformed into the Prime, TX - the Prime Video activation at SXSW 2023. Prime, TX was an oasis of new and returning series on Prime Video with the courtyard, pool area, and cabanas converted to representations of select shows. I had an opportunity to check it all out.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

The courtyard welcomed visitors with refreshing libations and generous seating. On display were not only costumes from the new series, Daisy Jones and the Six, but the chance to recreate Daisy's iconic photoshoot.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

Also in the courtyard, visitors could be granted fairy wings in front of the Carnival Row backdrop as well as get a semi-permanent tattoo courtesy of Inbox. I got wings.

SXSW Activation- Prime, TX (Prime Video) <em><strong>Carnival Row</strong></em>
Carnival Row
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

“In a fantasy world where humans and creatures clash, Season Two of Carnival Row picks up with former inspector Rycroft Philostrate a.k.a. Philo (Orlando Bloom) investigating a series of gruesome murders stoking social tension. Vignette Stonemoss (Cara Delevingne) and the Black Raven plot payback for the unjust oppression inflicted by The Burgue’s human leaders, Jonah Breakspear (Arty Froushan) and Sophie Longerbane (Caroline Ford). Tourmaline (Karla Crome) inherits supernatural powers that threaten her fate and the future of The Row. And, after escaping The Burgue and her vengeful brother Ezra (Andrew Gower), Imogen Spurnrose (Tamzin Merchant) and her partner Agreus Astrayon (David Gyasi) encounter a radical new society which upends their plans. With humans and fae folk divided and freedom on the line, each hero will face impossible dilemmas and soul-defining tests in the epic conclusion of Carnival Row.“ – Prime Video | Amazon Studios

Guests could immerse themselves into the Daisy Jones and the Six's soundscape in the Sound City control booth, exploring various isolated music stems from the series’ signature album “Aurora”. The next room offered guests a chance to be part of the Six, where they could take pictures in the Sound City studio with the sounds of the Six radiating throughout the room.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

“Based on the New York Times best-selling novel, Daisy Jones and the Six, follows the story of the iconic 1970s band, fronted by two feuding yet charismatic lead singers, Daisy Jones and Billy Dunne. Drawn together by personal and artistic chemistry, their complicated musical partnership catapulted the band from obscurity to unbelievable fame. And then, after a sold-out show at Chicago's Soldier Field, they suddenly called it quits. Now, decades later, the band members finally agree to reveal the truth. Set to the soundtrack of original music from Daisy Jones and the Six —this is the story of how an iconic band imploded at the height of its powers.” – Prime Video | Amazon Studios

In the showcase for Prime Video’s new show The Power, guests could experience what it’s like to generate electricity and take over the world (potentially). It took a little practice, but soon we were throwing bolts like a pro.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

"The Power
is our world, but for one twist of nature. Suddenly, and without warning, teenage girls develop the power to electrocute people at will. The series features a cast of remarkable characters from London to Seattle, Nigeria to Eastern Europe, as The Power evolves from a tingle in teenagers’ collarbones to a complete reversal of the power balance of the world."Prime Video | Amazon Studios

A flower vendor handing out carnations wrapped in the latest edition of the Harlem Spotlight. Harlem highlights growth and renewal for Camille, Angie, Quinn, and Tye, and their friendship is cemented in the everyday trials of adulthood. Season Two focuses on growing where you're planted, using the pieces of your broken life as fuel to move forward. It's all about moving on and moving up.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

"From writer Tracy Oliver (Girls Trip), our beloved comedy Harlem is back. We continue our journey with our four stylish & ambitious best girlfriends in Harlem NYC, the mecca of Black culture in America. After blowing up her career and disrupting her love life, Camille (Meagan Good) has to figure out how to put the pieces back together; Tye (Jerrie Johnson) considers her future; Quinn (Grace Byers) goes on a journey of self-discovery; and Angie’s (Shoniqua Shandai) career takes a promising turn. Together, they level up into the next phase of their careers, relationships, and big city dreams." – Prime Video | Amazon Studios

The Summer I Turned Pretty felt like a mini beach-side vacation. Around the pool area and its own alcove, guests could relax poolside or indulge in a mini-pie from Cousins Beach Pie Stand (supplied by local Austin bakery, Tiny Pies). You could choose your favorite character from one of three delicious flavors: Team Belly, Team Conrad, or Team Jeremiah. There was even a gluten-free option!

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

"The Summer I Turned Pretty is a multigenerational drama that hinges on a love triangle between one girl and two brothers, the ever-evolving relationship between mothers and their children, and the enduring power of strong female friendship. It is a coming-of-age story about first love, first heartbreak, and the magic of that one perfect summer. The Summer I Turned Prettystars Lola Tung ('Belly'), Jackie Chung ('Laurel'), Rachel Blanchard ('Susannah'), Christopher Briney ('Conrad'), Gavin Casalegno ('Jeremiah'), Sean Kaufman ('Steven'), Alfredo Narciso ('Cleveland'), Minnie Mills ('Shayla') with Colin Ferguson ('John Conklin'), and Tom Everett Scott ('Adam Fisher')." – Prime Video | Amazon Studios

There was certainly a surprise waiting for us in The Boys risqué XXXclusive Bar, as I'm told filming for Season 4 may begin soon. I can’t show you everything I saw (ma’am, this is a family show) but once past the pulse-pounding décor, there was a chill space dedicated to the Seven. Complimentary drinks were served. I had the Deep-ly Refreshing.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

"The Boys is a fun and irreverent take on what happens when superheroes—who are as popular as celebrities, as influential as politicians, and as revered as gods—abuse their superpowers rather than use them for good. Intent on stopping the corrupt superheroes, The Boys, a group of vigilantes, continue their heroic quest to expose the truth about The Seven and Vought—the multibillion-dollar conglomerate that manages the superheroes and covers up their dirty secrets. It’s the seemingly powerless against the super powerful." – Prime Video | Amazon Studios

At the end of a wonderful tour of eats, drinks, and great music, Goodfair was there with complimentary branded denim jackets. Goodfair encourages us all to be conscientious consumers, reusing and repurposing our clothing to prevent it from ending up in landfills. Goodfair is an online thrift store delivering gently used clothing right to your home. There were also Austin-based artists on hand to personalize your jacket in permanent chalk marker. I settled on a ghost and a skull because even in fluorescent pink and green, it’s totally a me look.

SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)
SXSW Activation- Prime, TX (Prime Video)

"Goodfair is a different kind of online thrift store. We offer high-quality clothing and accessories at affordable prices while maintaining a sustainable, ethical business model. There are already so many clothes in circulation that conventional thrift stores and recycling plants can hardly keep up with donations. And, unfortunately, global R&D efforts have yet to produce a scalable method for recycling fibers. That’s where we come in! We rescue clothes on their way to landfills, quality check them, and then wrap them up in unique thrifted bundles just for you." - Goodfair

Prime, TX took place at the Hotel San Jose at 1316 South Congress Avenue from Friday, March 10 through Sunday, March 12, 2023.

About SXSW:
Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.

Articles by
MontiLee Stormer
Movie Reelist Contributor: MontiLee Stormer
MontiLee Stormer is a writer of horror, dark and urban fantasy. She’s also is a troublemaker, concocting acts of mayhem and despair for her own selfish pleasure. An avid movie watcher, she prefers horror but will see just about anything if you're buying. Poltergeist (1982) is her favorite movie and she actively hates The Shining (1980) due to its racism, misogyny, the butchering of the source material. She could host a TEDtalk on this single subject. Writing about herself in the third person is just a bonus.

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