HBO Max’s Debut SXSW Installation Offers Immersive Library Look

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

For years, HBO shows like Game of Thrones and Westworld wowed attendees at South by Southwest (SXSW) 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.