If South by Southwest is all about the movies, The Cinema Center is where everyone goes to celebrate them. The festival, which ran from March 12–18 in downtown Austin, saw the premieres of over 50 films, and lively celebrations followed.
Tucked just steps away from the iconic State and Paramount theaters, the invite-only hotspot, produced by Twenty35 Agency, once again proved it knows how to throw a party. Over three packed days and nights, The Cinema Center, which also serves as Higbie’s Bar, became the go-to destination for premieres, after-parties.
The Cinema Center hosted six premiere celebrations, each with its own vibe. Indie favorites Mark Duplass and Jay Duplass brought out a crowd for their dual premiere of Our Town and See You When I See You.
Meanwhile, The Sun Never Sets delivered a cool, laid-back energy with Dakota Fanning, Jake Johnson in the mix. And then there was Sender, which brought out rising cinematic talent. Emerging filmmakers also had their moment when the Edie Arnold Is a Loser premiere spotlighted on fresh voices like Megan Rico and Kate Atwood.
(Photo by Lu Chau @Photagonist)
In the daylight hours, the Cinema Center served as Collider’s Interview Studio. Over the weekend, the space saw a steady stream of stars, including Adam Scott, Danielle Deadwyler, Charlie Day, Allison Williams, Giancarlo Esposito, Vince Vaughn, Eiza González, Sarah Michelle Gellar, Kevin Bacon, Kyra Sedgwick, Maya Hawke, Uma Thurman, Lisa Kudrow, Lili Reinhart, and Justin Theroux.
Of course, it wouldn’t be SXSW without standout drinks. Hendrick’s Gin kept things interesting with its new “Another Hendrick’s Gin,” showing up in crowd-pleasing cocktails like the Hendrick’s Spritz. And for those keeping it classic, Peroni Nastro Azzurro was on hand to keep things cool.
But beyond the cocktails and cameras, what makes The Cinema Center work is simple: it’s fun. It’s where conversations flow as easily as the drinks, where the energy feels just a little more relaxed than the rest of the festival chaos.
In a weekend packed with premieres and packed schedules, The Cinema Center carved out something rare, a place to actually enjoy it all.
