30th Annual SXSW Conference Kicks Off In Austin With Assortment Of Panels, Odd Sights

AUSTIN, TX — An abundance of pedicabs in downtown Austin, tents containing private parties and a full-size replica of Los Pollos Hermanos, the fried chicken restaurant/drug front from the television series "Breaking Bad" can only mean one thing: SXSW has arrived.

While the conference starts in earnest on Monday, the first day of SXSW officially kicked off on Friday with a smattering of events, film premieres and a few panel discussions. CNN's Jake Tapper and Van Jones were the big draws, the former speaking about defense innovation with Joint Chiefs of Staff Paul Selva and the latter expounding on his experiences visiting with supporters of Donald Trump and gaining empathy for their motivations in voting for him.

Some breaking news, too: After this year — the 30th for the massive conference — attendees may no longer see distinctions made among its three main attractions, SXSW chief programming officer Hugh Forrest suggested in remarks preceding a talk by U.S . Sen. Cory Booker.

“The old silos of Interactive / Film / Music no longer exist,” Forrest in his opening remarks, referring to the monoliths that comprise the conference. “It is a brave new world. It’s different than how we’ve done it for 30 years."

Increasingly, SXSW attendees have overlapping interests, and a new badge system this year enables participants to partake in a more malleable and flexible array of offerings that aren't confined to particular SXSW pass purchased, Forrest intimated. After all, at the heart of the conference is an overall goal to spur creativity in whatever expression in may take: "SXSW helps very creative people achieve their goals," Forrest said.

While organizers contemplated the future shape of SXSW as it enters its third decade, participants were palpably enthusiastic in another conference. Outside, tents provided respite from the unseasonably warm climate with food and drink.

One tent stood out from the rest. It looked more like a giant igloo, and inside it featured 360-degree projections of images and videos showcasing the relevance and quality of Brazil's creative economy and natural wonder while spectators stared agape at stunning images projected on the planetarium-like surroundings while seated in beanbags located throughout the structure.

The wonder of the rain forest was projected almost to hypnotic effect. It all took place in the Be Brasil tent situated in Brush Square Park, right outside the main convention center venue, off 5th Street.

A stone's throw away, a simulated Los Pollos Hermanos storefront from the television series "Breaking Bad." Inside, attendees were treated to curly fries while pretending to be restaurant guests in a fictional setting. Those manning the spectacle said members of the cast would be dropping by over the weekend, urging people to return.

For good measure, another replica of the car from Ghostbusters was seen traveling down Neches Street.

Saturday, March 11, is when the conference kicks off in earnest. Forrest will be joined by Dieter Zetsche of Daimler AG to discuss "Future of Autonomous Driving: Master the Map," at 9:30 a.m. at the JW Marriott to kick things off. For a schedule of events occurring March 11, click here.

>>> Photos by Tony Cantú