HBO Max’s Debut SXSW Installation Offers Immersive Library Look

Interactive digital experience will also be offered in-person at some AT&T stores

HBO Max Orbit will use facial movements and voice prompts to pull up personalized library recommendations. HBO Max

For years, HBO shows like Game of Thrones and Westworld wowed attendees at South by Southwest with splashy activations and experiences ranging from a blood-donation experience to a recreation of a western town. This year, WarnerMedia isn’t highlighting one show at the conference and festival—the company will spotlight all shows and films available on its upstart streamer HBO Max, with a digital experience aimed at serving up ultra-personalized recommendations.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.