If there was a theme to this year’s SXSW Film & TV Festival, it definitely was the story of “products”.

From the story of the creation of Flamin’ Hot Cheetos, to the Blackberry and even the cloak and dagger escapades of the creation of Tetris – SXSW knows what is going to capture the zeitgeist in 2023.

I was lucky enough to get into Air, the closing night film of SXSW this year and let me tell you – it’s an absolute gem of a film. Being able to be in the room with Ben Affleck, Matt Damon, Viola Davis, Jason Bateman and the rest of the insanely talented cast was such a treat – I’ll never forget it.

Peep my review below…

Directed by Ben Affleck, Air is probably the greatest product marketing story ever told about the greatest basketball shoes ever made by the legend, Michael Jordan.

Correction: And yes, I’m fully aware I made a mistake in saying that it’s being distributed by Apple TV, I had Tetris on the brain. But hey, you try seeing 20 movies in 10 days and then wake up at 9am to do reviews. The exhausted look on my face and my puffy eyes says it all.

Air is being distributed through Amazon, hitting cinemas first, but expect this drop on Amazon Prime Video sometime soon after it’s cinema run.

Need more convincing to go see this in the cinema? Here’s the trailer.

But wait, there’s more!

Peep the red carpet footage of the stars on premiere night. You might even catch a glimpse of me making my way into the cinema. LOL.

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For more EQ Music film and television reviews, check out our Film/TV channel right here on the site.