The South by Southwest organizers continue fanning the flames of anticipation.

While the music component of the festival -- which kicks off Friday and runs for 10 days -- turns 22 this year, the relatively younger film and interactive aspects (launched in 1994) dominate the headlines with a salient lineup of promising screenings and noteworthy speakers.

Rainy weather hampered the typically upbeat tone of the first day at SXSW, but it didn't stop the rush of the crowd.

Even on Thursday night, more than 12 hours before the conference officially began, hundreds of people crowded into the Austin Convention Center to pick up their registration badges.

Jon Favreau fielded several routine questions about "Iron Man 2" as he walked the red carpet for the SXSW opening-night film "I Love You, Man" Friday night at Austin's Paramount theater. Favreau co-stars in the conventional "bromance" with Paul Rudd and Jason Segel.

"We're shooting in a few weeks," he said. "It's busy."