Late Friday afternoon, the crowd stationed outside of South by Southwest’s biggest theater hoisted large balloons shaped like martini glasses—a branded homage to the first A-list premiere at this year’s festival.

"It definitely upped the ante." Another Simple Favor wasn't the most pleasant viewing experience for Blake Lively. The Gossip Girl star reflected on returning to the world of A Simple Favor following the sequel's first screening at SXSW on Friday.