The opening weekend of SXSW has started with a bang, featuring an exciting array of film and TV premieres. But beyond the screenings, it’s the immersive daytime activations that truly make the festival an unforgettable experience. From interactive pop culture moments to thrilling fan experiences, here are the top five activations of the past weekend that we hope to see return next year—some of which might even make their way to San Diego Comic-Con!
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1. Paramount Plus’s The Lodge
Located at Clive Bar, The Lodge was an unforgettable destination for TV and film enthusiasts, transforming the space into a paradise filled with immersive experiences, themed photo opportunities, and specialty bars inspired by some of Paramount’s most iconic hits. Attendees had the chance to step into the worlds of Survivor, School Spirits, 1923, Yellowjackets, Dexter, and even legendary films like Gladiator, making it the ultimate stop for those eager to live out their favorite stories.
For fans of psychological thrillers, the activation featured a chilling experience inspired by Dexter: Original Sin, inviting guests to immerse themselves in the dark and suspenseful world of the infamous vigilante serial killer. Meanwhile, those who craved adventure could step into the eerie wilderness of Yellowjackets, experiencing the survivalist horror firsthand. Other interactive elements allowed attendees to explore the rugged, historical landscapes of 1923, dive into the supernatural realm of School Spirits, and boldly go where no one has gone before with Star Trek: Strange New Worlds.
Beyond the immersive settings, The Lodge also offered an array of expertly crafted, show-inspired cocktails, making it the perfect place to sip a drink while soaking in the atmosphere of beloved franchises. The activation quickly became a must-visit attraction at SXSW, drawing fans eager for a taste of Hollywood magic. If you missed it don’t worry because it is heading to San Diego Comic Con!
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2. FX’s Alien: Earth Experience
FX unleashed a spine-tingling Alien: Earth experience at SXSW 2025, plunging fans into a terrifying, immersive journey. Attendees navigated a crashed spaceship, dodging lurking Xenomorphs and even risking getting “eaten” in this high-intensity activation.
Adding to the eerie atmosphere, FX dropped a series of cat-cam transmissions from the doomed USCSS Maginot. These shaky clips, filmed from a feline’s POV, capture the ship’s eerie final moments before its fiery descent—teasing the horrors to come in Alien: Earth.
For die-hard fans, FX compiled a cryptic supercut packed with nods to the franchise. Watch at your own risk! We also have cool surprise dropping next week!
3. Blumhouse’s Scream Box
For those looking to unleash their inner horror star, Blumhouse’s Scream Box near the convention center was the perfect stop. Designed to measure and amplify your loudest, most spine-tingling scream, this activation was part stress relief, part horror fun. Whether you wanted to let out some tension or prove you have the most bloodcurdling scream, this was an experience fans couldn’t resist.
4. Prime Video’s Return to Hotel San José
Prime Video’s activation leaned into its women-led content, allowing attendees to walk within the worlds of its most popular series and films. The experience featured small activations dedicated to Another Simple Favor, The Summer I Turned Pretty, G20, Picture This, Étoile, Holland, and My Fault: London—all with a stylish hotel-themed flair. Upon arrival, guests checked in with the concierge, who curated their journey through the experience. Visitors received a tote bag and a Prime patch, with the opportunity to collect additional patches from each activation along the way.
These activations added an extra layer of excitement to SXSW, making it more than just a film and TV festival. With interactive experiences like these, fans get the chance to step inside their favorite franchises and take part in unforgettable moments. We can’t wait to see what next year brings—and who knows, maybe some of these activations will make their way to San Diego Comic-Con!
