The Cinema Center is gearing up for another year as the go-to destination for SXSW’s biggest film celebrations. Strategically positioned next to Austin’s State Theater—the festival’s main red carpet venue—this three-day, three-night pop-up will host premiere parties for some of the most anticipated films screening at SXSW kicking off on March 7. 

Roxstar Entertainment, the Hollywood PR agency behind the Cinema Center, has organized an ambitious slate of six red-carpet premiere parties alongside a Collider Media studio that will generate content for the entertainment site’s 30 million monthly visitors. In addition to Collider, supporting sponsors include Bloom Nutrition, Peroni, and Hendrick’s Gin.

Among the films being celebrated are “The Threesome,” starring Zoey Deutch, Ruby Cruz, and “Little Mermaid” actor Jonah Hauer-King. The Duplass Brothers will host a dual celebration for their films “The Baltimorons” and “Magic Hour,” bringing along cast members including Daveed Diggs, Brad Garrett and others.

Other high-profile premieres receiving the Cinema Center treatment include “The Dutchman” with Kate Mara and Zazie Beetz; Michael Bay’s “We Are Storrer”; “American Sweatshop” featuring Lili Reinhart and Daniela Melchior; “We Bury the Dead” starring Daisy Ridley; and Nicolas Cage’s “The Surfer.”

The Collider interview studio promises to draw even more star power, with Matthew McConaughey, Aaron Paul, Amanda Peet, and Bradley Whitford expected to stop by during their press circuits.

For filmmakers and stars navigating the hectic SXSW schedule, the Cinema Center offers something invaluable: a centralized location where the industry can celebrate its achievements within walking distance of their premieres. As the festival continues to grow as a launchpad for spring and summer releases, the Cinema Center has established itself as an essential component of the SXSW experience—where films aren’t just screened, they’re properly fêted.

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