Every year during SXSW Interactive, attendees have the opportunity to immerse themselves in pop-up environments based on the hottest shows, games, media brands and more. From technology showcases to marketing installations, it's a playground for curious fans and culture lovers.
Click through the galley for a glimpse of what the annual Austin-based festival had in store this year.
1. Skeletons snaking through Austin
2. 'Not Hot Dog'
Funny or Die and HBO teamed up to create this "Not Hot Dog" installation at the Silicon Valley HQ in Austin last week.
It's based on a scene from the show Silicon Valley, in which character Jian-Yang creates an app that can identify photos of food -- but only as "hot dog" or "not hot dog."
3. 'Three Comma Club'
4. Right at home
5. Paying homage to other futuristic films
On Sunday, March 11, Twitch and IMDb joined forces to stream interviews, game play, 1980s trivia and VR experiences to promote the Stephen Spielberg film Ready Player One, slated for a wide release next month. But they also had a physical installation at SXSW, which featured the DeLorean from Back to the Future -- the car of choice for character Parzival in the film's virtual-reality world. SXSW guests could sit in the car and even pose with a hoverboard.