SXSW 2018

The Handmaid's Tale lifts the veil on season 2 at secret SXSW installations

The Handmaid's Tale lifts the veil on season 2 at SXSW installations

The Handmaid's Tale
Gilead is coming to Austin on March 10. Photo courtesy of Hulu

On Saturday, March 10, Hulu quietly launched a multi-location promo for its award-winning original series, The Handmaid’s Tale. The 13-episode second season begins April 25 with back-to-back episodes, followed by new episodes airing every Wednesday. The series recently won the Golden Globe for best drama and best actress, and last year’s activation at SXSW caused quite a stir.

Based on a Margaret Atwood novel, The Handmaid’s Tale tells the story of life in dystopian Gilead, a totalitarian society facing environmental disasters and a plunging birthrate. Mad Men’s Elisabeth Moss plays handmaid Offred, who spent the first season trying to survive and find the daughter who had been taken from her. Season two leaves the plot of the book behind, meaning fans don’t really know what to expect.

In order to give clues into the upcoming season, Hulu is bringing Gilead to Austin with a series of small, secret activations. Scattered around downtown are seven van-sized art installations which hint at different plot element in the new season. (Think of turning a symbol of oppression into a sign of resistance using fire.) Some locations are also hosting planned tie-ins, such as drink specials and more.

Look for the boxes near these locations:

  • Hotel Van Zandt, 605 Davis St.
  • Moonshine Grill, 303 Red River St.
  • Stella San Jac, Fifth and San Jacinto streets
  • The Alibi, 96 Rainey St.
  • The Driskill Hotel, 604 Brazos St.
  • Banger’s Sausage House and Beer Garden, 79 Rainey St.  
  • SouthBites Food Trailer Court

Fest-goers are encouraged to keep an eye out for fellow fans of the series to trade information and share experiences using the activation’s official hashtag #ResistSister.