After making a major splash at the New York Film Festival, the Criterion Mobile Closet is rolling into Austin’s SXSW 2025, bringing its respected brand of movie magic to the Lone Star State. The tricked-out van, which drew A-list talent like Isabella Rossellini, David Cronenberg, and horror maestro Ari Aster during its Big Apple debut, will park in front of SXSW’s movie theater hotspot, the iconic Paramount Theatre from March 7-10.

The mobile experience, inspired by Criterion’s viral “Closet Picks” series, offers film buffs a chance to dive into their cinephile obsessions. During the three-minute shopping spree, visitors can snag up to three titles at a 40% discount, celebrating the company’s 40th anniversary. The Collection Team stands ready to guide movie lovers through the expansive selection, ensuring no precious seconds are wasted.

Every visitor walks away with swag worthy of a wrap party: a tote bag, pocket guide, and – in true indie spirit – a Polaroid capturing their selections. The SXSW stop coincides with the launch of CC40, a clothbound box set showcasing forty films from Criterion’s prestigious vault, complete with the bonus features and scholarly essays that have become the distributor’s hallmark.

The NYC debut proved the concept’s pulling power, with die-hard fans willing to queue up to eight hours for their moment in the mobile shrine to cinema. The Austin installation promises similar buzz, accommodating groups of up to five people on a first-come, first-served basis.

For movie lovers looking to add to their SXSW experience while adding to their media collection, the Criterion Mobile Closet offers the opportunity to browse, buy, and bask in the company’s vast library.

Criterion Closet Picks at SXSW

Paramount Theatre
Friday, March 7 from 3pm-7pm
Saturday, March 8 to Sunday, March 9 from 11am-7pm
Monday, March 10 from 11am-5pm