Not being a film fanatic, I didn't know that SXSW was a film fest. Hope they have more than just those 4 letters in their promos if they want to their grow interest to the non-informed . Film festivals are usually a niche market and they don't usually spread out.
I've lived in other areas that had these festivals and if you asked locals who lived within a one hour drive, they wouldn't even know there was a festival. One time I had a full set of passes for a 4 day event and I had trouble finding someone who was interested in going.