Like so many massive in-person events post(ish) pandemic, SXSW is finally back and media companies are once again lighting up Austin’s multitude of cottage-like spaces with activations.

HBO Max will be on the scene in Austin with the Coffeehouse, “a premier and inclusive destination for SXSW attendees to access exclusive content from across the HBO and HBO Max portfolio,” according to the service.

The two-day activation is powered by two HBO multicultural marketing initiatives intended to “elevate and celebrate the LGBTQIA+ and Latinx communities” – Human by Orientation and Pa’lante!

“Coffeehouse will serve as a safe space for all-day programming, finding community and freely inhabiting Queer and Latinx identities,” HBO Max said in a release.

“We are excited to bring the HBO Max Coffeehouse to SXSW this year,” said Jackie Gagne, senior vice president, multicultural marketing, Warner Bros. Discovery, in a statement. “We look forward to creating a safe space to discuss culture and exchange ideas while elevating and celebrating the LGBTQIA+ and Latinx communities.”

Lavazza, the event’s exclusive coffee partner of the event, will serve HBO Max-inspired drinks throughout the weekend.

Below is a breakdown of events scheduled to take place along with programming details and talent expected to attend/participate is provided below. (Schedule subject to change.)

The HBO Max Coffeehouse will be open to the public Saturday, March 11 from 10 am to 7 pm and on Sunday, March 12 from 1 pm to 4 pm. Must be 21 or over.


– HBO Documentary Filmmaker Roundtable

Featuring: James Adolphus, Cecilia Aldarondo, Debra Martin Chase, Brooklyn Sudano, Lena Waithe, and Roger Ross Williams. Moderated by Mike Jackson of Get Lifted Film Co.

Saturday, March 11 | 12 - 1 pm | open to the public

The Last Of Us Fireside Chat with Gabriel Luna (Tommy) and Variety’s Selome Hailu

Saturday, March 11 | 3 - 4 pm | RSVP required

– Acoustic Performance with Ambar Lucid

Saturday, March 11 | 5 - 6 pm | open to the public

– Party with Papi Siii and Chorizo Funk

Vibe to tunes spun by local Queer, Latinx party Papi Siii, featuring DJs Chorizo Funk and Gabriela Alma Lopez-Bucio, while sipping cocktails inspired by HBO Max moments.

Saturday, March 11 | 9 pm - 2 am | RSVP required

– The White Lotus brunch and fireside chat with Evan Ross Katz and Variety‘s Adam Vary

Sunday, March 12 | 10 am - 1 pm | RSVP required

Tags: hbo max human by orientation pa'lante sxsw the last of us the white lotus

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