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Prime Video is Building an Entire Texas Town for SXSW

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UPDATE: We went there. Check it out here:

SXSW is almost here, y’all, and Prime Video is taking over Austin with a lil’ pop-up “city” of their own. From Friday, March 10th until Sunday, March 12th guests can visit “Prime, TX” at Hotel San José. 

There you’ll find immersive experiences themed around Prime Video shows. Austin’s mayor Kirk Watson will officially accept a key to the faux city on Friday, which promises to capture the look and vibe of the real-life city that surrounds it.

Guests can go to Prime, TX to get a drink from a raunchy bar themed around The Boys, listen to music and pose for pictures in an area inspired by Daisy Jones and the Six, and indulge in pies themed around The Summer I Turned Pretty. Local tattoo artists will be on hand to provide semi-permanent tattoos inspired by Prime Video shows.

Meanwhile the Prime, TX main stage will feature programming from DJs and The Prime Cantina will offer bites to eat in collaboration with GrubHub.

You can check out Prime, TX from

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

Can’t make it to the festival? We’ll be on hand to cover it. Follow us on social media to stay in the know and for more SXSW coverage, go here!

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Matt Davis
Matt Davis
Matt Davis is a writer, entertainment critic, and content creator that hails from the Kanas City area. He has been featured in various publications, including and CNET. As the founder of Shall I Stream It? he has helped it grow into a multi-platform media outlet that reaches over 100,000 viewers each month.
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