First of a four-part series

All film festivals are the same. All film festivals are different. Conflicted, you say? Well, no, not really. The general experience is the same -- you just have to fill in the blanks. You arrive, get to the hotel, and plan your first day. You find the optimum route to the festival location, the best place to park (if you have a car), and the best way to get around from venue to venue.

You attend your first film, and learn the modus operandi for waiting in line, entering the theater, and finding the best seat to view both the Q&A as well as the film equally well (not always as easy as it sounds). This may vary from venue to venue, so with each successive film at each "new" venue the process is repeated.


Eventually you will, hopefully, get to know the staffers so well that they greet you by name when you arrive. Maybe they even have your seat saved. Maybe a warm scone. Well, that's never happened to me, but one can hope. This is assuming the same people work the same venue each day, which is usually the case. That's one of the best things about festivals. Of course, perhaps even more important, you need to know where to go for sustenance -- coffee, food (well, energy bars, usually), and other (ahem) personal needs. It only takes about a day or so to have your routine down to a science. Then you just sit back, relax, and enjoy the ride.

SXSW is no exception. But there is one difference. What began as a Music Festival eventually turned into what is now known as the SXSW Film Conference & Festival, adding movies on the front end along with an omnibus event including a trade show, panels, and a multitude of activities related not just to movies and music but also to the Internet and emerging technologies. As the event has grown so has interest in it from the media, and the world's press descends on Austin, Texas every March to write as many words and take as many pictures as they are physically able.

I'm mainly there for the movies, of course, and try to see as many as possible in those first five days from Friday through Tuesday which are devoted primarily to the Film Festival portion of SXSW. Of course, there is a basic conflict between attending screenings and being a working journalist. In previous years, seeing films would not necessarily lend itself to posting reports online (unless you bring a large staff -- it's just me, yo). I had precious little time here to blog the way I would normally like to do. Fortunately, Twitter has changed all that. Beginning with the 2009 Toronto International Film Festival last September, I began live tweeting. Not only is it more immediate, obviously, than writing articles at the end of the day, but it also allows the reader to feel as though they're right there beside me. At least that's what many have said, so it's become my reporting medium of choice. But I still do try to find the time to take pictures and video, and write reviews for the films I attend, as time permits. I'll be doing the same at SXSW on my Twitter and this blog.

That said, I'll fill in some blanks. You'll probably be flying into Austin-Bergstrom International Airport, ranked best in North America in the Airport Service Quality Awards. Renting a car is always an option but isn't really necessary to get from venue to venue -- many are within walking distance of each other as well as the hotels and Convention Center. In addition, a major improvement in festival navigation occurred recently with the launch of SXShuttle, a free bus system for attendees with badges. You'll want to get to know Eric Young, SXShuttle Volunteer Crew Chief and local beer enthusiast. It will kick your festival experience up a notch.

If you'd rather drive there is a dedicated terminal on the airport grounds where all the rental car counters are located and a bus will take you there from the gates. I've tried negotiating the festival both with and without a car in previous years and have decided that it's simply not necessary, or worth the added expense. My advice is to take a shuttle or taxi from the airport. You don't need a reservation although you can make one online or by phone. Chances are you'll be staying in one of the many downtown Austin hotels which set aside blocks of rooms for SXSW. The festival offers reduced rates and I urge attendees to take advantage of this as many are already sold out. There is also lodging in outlying areas and the festival offers shuttle buses to and from the festival location for a small fee.

The trip is fairly quick to the downtown hotels, lending itself to an affordable rate. For example, a Yellow Cab from the airport to the festival headquarters and official hotel -- the Austin Convention Center and the Hilton Austin across the street -- is approximately 10.78 miles and costs about $26.65 (according to Yellow Cab). It's actually 7.7 miles and takes 16 minutes if the driver takes Bastrop Highway to Cesar Chavez. Four can ride for the price of one. The national chain SuperShuttle is only $13 in a shared ride van. It may take a bit longer as it stops at other hotels along the route but is certainly a less expensive way to go. You'll be safe and sound in your room in no time at all and ready to register and hit the cinemas.

In my next post...time to go to the movies.