The Cinema Center, the film festival hospitality hot spot, created a 3-day pop-up around the corner of the main Paramount Theater for SxSw’s Film & TV Festival to host seven premiere parties during the opening weekend in downtown Austin, TX.

The Cinema Center was supported by William Grant & Sons portfolio of luxury spirits including Hendrick’s Gin, Milagro Tequila, Reyka Vodka, Monkey Shoulder Scotch, Glenfiddich Scotch, and Tullamore Dew Irish Whiskey, with specialty cocktails complimented by Q Mixers.  Peroni USA also supported as the official beer.

Film and celebrities included: LATE BLOOMERS” with Karen Gillan (Guardians of the Galaxy); “DOWNL LOW” with Zachary Quinto (Star Trek), Lukas Gage (White Lotus), Sebastian Arroyo; “IF YOU WERE THE LAST” with stars Anthony Mackie (Avengers), Zoe Chao (Your Place or Mine”, Geoff Stults (Wedding Crashers); "PARACHUTE” with Director, Brittany Snow (Pitch Perfect) and cast Courtney Eaton (Yellow Jackets), Thomas Mann (Halloween Kills), Kid Cudi (House Party), and Owen Thiele (Hacks);  “STORY AVE” with Asante Blackk (This Is Us), Luis Guzman (Wednesday), Melvin Gregg (House Party), Coral Peña (For All Mankind), and Cassandra Freeman (Bel-Air); “THE YOUNG WIFE” with stars Kiersey Clemons (Lady and the Tramp), Leon Bridges (acting debut), Brandon Micheal Hall (Poker Face), Lukita Maxwell (Shrinking) , and Kelly Marie Tran.