A shorter, more spread-out SXSW still delivered buzzy content

From famous faces to high-profile film and TV activations, the annual festival of film, music and tech, made its debut under new management.

By Shelly BrisbinMarch 23, 2026 9:15 am, ,

This year’s SXSW events played out over a week in Austin, not the usual ten days of conference sessions, music showcases and film screenings. The annual festival, which takes over much of downtown Austin each March, is no longer owned locally, but is a part of Penske Media. 

Omar Gallaga covers technology for CNET, and also reports on film and TV. 

Highlights from this segment:

– SXSW events were scattered further around Austin than usual because the Austin Convention Center has been torn down, pending a major expansion. 

– Some of the most interesting events surrounded TV shows like “Peaky Blinders” and films like “I Love Boosters.”

– Some SXSW leaders have been replaced by new owner, Penske Media.

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