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The Guardian - UK
The Guardian - UK
Entertainment

SXSW: the view from the trenches

Stetsons
Welcome to Texas! No man is complete without a capacious hat, so where better to start your visit to SXSW than with a trip to a stetson shop? Photograph: Steve Rose/guardian.co.uk
Freebies
The freebies: What any journalist attends a festival for. No doubt there's a diamond ring at the bottom of the bag Photograph: Steve Rose/guardian.co.uk
Promos
The promotional literature: there is, it's safe to say, no shortage of it Photograph: Steve Rose/guardian.co.uk
Goliath
Goliath is a cat: also, he is the beneficiary of a half-decent marketing campaign (Goliath, you see, isn't really missing. He's fictional!) Photograph: Steve Rose/guardian.co.uk
Matt Dentler
Mine host: Matt Dentler, the man behind the SXSW film programme, addresses the crowds on opening night Photograph: Steve Rose/guardian.co.uk
Men at work
Men at work: The traditional art of the cinema sign-alterer has not been lost in Austin Photograph: Steve Rose/guardian.co.uk
Ritz
Cinematic signage: Neither has the art of the art deco frontispiece Photograph: Steve Rose/guardian.co.uk
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