South by Southwest's film festival shows that it is now fanboys and bloggers, rather than 'professional' critics, whom the industry likes to court. Catherine Shoard finds out why...
There are two rooms at the disposal of those reporting from South by Southwest (SXSW). Both have grey canvas walls and a watercooler, and are on the top floor of the Austin Convention Centre (think Kubrick does Comfort Inn). To enter the press suite you need to have been previously OKed by the press officer and to work for an approved media organisation. To gain access to the blogger lounge, all you need is your festival pass (anybody's, for a fee), and to register your email address. A blog is not a requirement.
So guess which one is light and spacious, with lush carpets and a fleet of iPads, a free bar, popcorn, hot snacks, live music and keynote speakers? And which one feels a bit like working inside a filing cabinet? The press suite does have complimentary coffee, a sporadic cheese platter and helpful staff. But there's little doubt which set of writers has been identified as the better bet to butter up.
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