Branding Blitz: Is SXSW The Next Comic-Con For Studios?

Every studio with something to push books pricey space a year or more in advance at Comic-Con, which last year packed 130,000 fans into a downtown San Diego papered with promotional branding. But this year’s SXSW saw a sign of things to come as film and television brands took that strategy to Austin, targeting the festival’s estimated 64,000 registered attendees. Universal, Warner Bros Television, A&E Network, Showtime, and Syfy jumped ahead of the pack with marketing blitzes sure to multiply by next year as other entertainment brands set their sights on the plugged-in, social media-active demographic of influencers that pour into the annual multimedia festival. This year’s edition wraps this weekend.

Growth here has accelerated rapidly in the past three years in terms of attendance and prestige, thanks to distribution deals and buzz-building debuts in the film festival portion and the hot tech conference on the Interactive side. But thanks to its unique overlap of Film and Interactive components, SXSW this year attracted the attention of studio marketers with no films in the program. All of the major companies I spoke with made their first-ever trips to SXSW in 2013 and reps tell me they’d return next year if they had the right property to promote.

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