Amazon Prime Video Is Promoting Good Omens at SXSW by Celebrating the Apocalypse

The show will hit the platform on May 31

If someone at SXSW tries to convince you that the apocalypse is happening on May 31, don’t fret—yet. What could easily be written off as a case of Austin weirdness is likely part of an elaborate activation by Amazon Prime Video to promote its upcoming Neil Gaiman show, Good Omens, based on the 1990 book he penned with Terry Pratchett, Good Omens: The Nice and Accurate Prophecies of Agnes Nutter, Witch.