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Prime Video Establishes “Prime, Texas” As A New City At Sxsw 2023

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Prime Video will kick off weekend one of this year’s SXSW with their debut of the newly incorporated “Prime, Texas.” The engaging experience will transport attendees to the Lone Star State of their dreams, showcasing elements that celebrate a variety of titles such as Daisy Jones & The Six, The Boys, Swarm, The Summer I Turned Pretty, The Power, Academy of Country Music Awards, I’m A Virgo, Harlem, and Carnival Row.

Partnering with online thrift store Goodfair, guests will also have the chance to personalize a denim jacket in collaboration with a local artist at PRIME DenimCo., leaving with a customized item to remember Prime, Texas.

From immersive, in-world encounters to unmissable moments on the main stage, there’s something for everyone at Prime, Texas.

Dates: Friday, March 10 – Sunday, March 12

Location: Prime, Texas, Hotel San José, 1316 S Congress Ave, Austin, TX 78704

Hours of Operation:

  • Friday, March 10: 12PM – 6PM CT
  • Saturday, March 11: 12PM – 6PM CT
  • Sunday, March 12: 12PM – 4PM CT

 Swarm Mini-Mart Pop-Up

Prime Video’s new limited series Swarm is taking over the Austin Motel’s main lobby with an in-world convenience store pop-up, creating a sensory experience that illustrates the darkly indulgent tone of the series. Attendees of the pop-up activation will be able to immerse themselves in the world of Swarm with Dre’s getaway car photo moment complete with blood-stained seats, a wrapped dead body, and the ominous buzz of bees overhead. Upon entering the fluorescently lit and air-conditioned mini-mart, guests will receive custom cash to purchase their favorite snacks and refreshments off the shelves and stocked refrigerators, as well as exclusive, screen-printed t-shirts. All of Dre’s favorite junk food snacks and drinks with Swarm-branded souvenir cups will be available for them to snag. While checking out, visitors can watch never-before-seen clips of the series on the surveillance monitors and will be given a lottery ticket for a chance to win various prizes, including a Swarm branded-bucket hat like Dre’s in the show.

  • Dates: Friday, March 10 from 12PM – 3PM & Saturday, March 11 from 12PM-5PM
  • Location:The Austin Motel, 1220 S Congress Ave, Austin, TX 78704


Check out Swarm Trailer

Carnival Row Street Teams

Consumers walking around Austin will encounter iconic Faeries from Carnival Row, who will be walking around the city’s most popular spots, such as Rainey Street, Sixth Street, South Congress and more. Catch up with the Faeries to take a photo and learn more about the magic and thrill from the series.


  • Dates: Saturday, March 11 from 11AM – 5PM CT


On Tour: Daisy Jones & The Six Tour Bus Photo Op

To celebrate Daisy Jones & The Six, an iconic tour bus themed to the show will allow attendees to experience the life of a 70’s rock band on tour. The bus will ultimately take residence at the Austin Motel for fans to explore and take respite from the long days exploring SXSW. With its interior decked out in 70s decor, visitors can take home a far-out branded polaroid, evoking the series’ electric rock and roll nostalgia.


  • Dates: Saturday, March 11 from 12PM – 6PM & Sunday, March 12 from 12PM-4PM
  • Location:The Austin Motel, 1220 S Congress Ave, Austin, TX 78704



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