In a few days, the streets of Austin, Texas, will be teeming with hundreds of thousands of visitors from around the world for the ever-popular South by Southwest (SXSW) . What began as a small music festival in the late 1980s to showcase local talent has grown into a major event dedicated to film, music, and technological innovation. It's a real boost for the local economy: according to the festival, the overall economic impact of the 2023 edition exceeded $380 million. For example, it was in Austin that Twitter (now X), launched in 2007, experienced its first taste of success. Today, SXSW has carved out a prime position for itself alongside more "traditional" trade shows like CES in Las Vegas , distinguishing itself through its transdisciplinary approach (covering diverse themes from AI and video games to brand experience, climate and sustainability, the creators economy , MedTech, etc.) and its sprawling format, extending from the Austin Convention Center to over a hundred venues (hotels, theaters, music stages, etc.) all decked out in the festival's colors. Here's a look at what not to miss at the 2025 edition.

An impressive line-up of films and series 

Always at the forefront of audiovisual trends, "South by" is a true paradise for movie lovers, given its thunderous programming of films and series presented, for the most part, in preview. Independent cinema, documentaries, short films, series, but also extended reality experiences (which covers virtual, augmented and mixed, editor's note), South by Southwest takes the pulse of the audiovisual industry. For the first time since 2022, the Texas festival will not take place at the same time as the Oscars ceremony (scheduled for March 3), allowing many Hollywood stars to stop by Texas. The festivities will begin with the presentation ofAnother Simple Favor, worn by actresses Blake Lively and Anna Kendrick in this sequel to Emily's Shadow (Paul Feig, 2018). Also expected in the Texan capital is Ben Affleck for the sequel to The Accountant (Mr Wolff in VF), which has Nicole Kidman for the thriller Holland or, Paul rudd with Death of a Unicorn, a new UFO from the independent film studio A24. Note that Matthew McConaughey, Texas' darling, will return to the cinema after several years of absence in The Rivals of Amaziah King. To close the festival, the red carpet will be rolled out for Jacob Elordi (Euphoria) and Daisy Edgar-Jones (normal people), who share the bill of Swift Horses.

On the television front, tech giant Apple will kick things off with The Studio , a farcical look at the chaotic daily life of a studio executive, starring Seth Rogen, co-creator of the series. A first glimpse of the highly anticipated second season of The Last of Us (HBO) will also be unveiled at South by Southwest, with the show's creators and stars, including Pedro Pascal, in attendance. And this is just a taste of the many films and series from around the globe that will be presented at South by Southwest.

The video game industry, a key player in tomorrow's entertainment 

Alongside film, music, and XR, the video game industry will also be present. One event closely watched will be the presentation of Death Stranding 2: On The Beach, the sequel to Hideo Kojima's eponymous masterpiece, which revolutionized the video game world upon its release in 2019. This panel, expected on March 9th, will undoubtedly be the highlight of an already packed program of conferences on the video game industry. Experiencing rapid growth, video games are no longer a niche market but a true entertainment platform that is redefining how we consume content, advertise, convey messages, and even perceive reality. This new edition of "South by" is an opportunity to attend inspiring sessions on the applications of generative AI in video games, the challenges for brands to integrate into this industry to reach the 3 billion players on the planet, the future of entertainment (with the president of Blizzard Entertainment, Johanna Faries, hosted by talk show host and comedian Conan O'Brien) or the rise of e-sports.

Artificial intelligence, already the flagship theme of SXSW 2025? 

Through the lens of the cultural and creative industries, "South by" identifies emerging tech trends. As every year, Amy Webb , director of the Future Today Institute , will open the festival by unveiling the emerging tech trends that will define future societies. Last year, Webb described the current era as a new "technological supercycle," centered around three main trends: the connected ecosystem of objects, biotechnology, and… artificial intelligence . Undoubtedly, the race for AI, which has accelerated even further in recent months with the arrival of the Chinese AI DeepSeek on the market, will once again be at the heart of discussions at this new edition of SXSW. As AI gains momentum globally, questions arise regarding responsibility—of citizens, businesses, and institutions—and its impact on society and the environment. Through conferences and workshops, "South by" will explore new technological advances in AI, while also addressing the challenges and effects of its large-scale adoption.

The French Touch delegation will be at SXSW 2025
📅 “La French Touch Rendez-vous”, March 8 in Austin, TX 📍