Entertainment
Coachella 2026: How premium brands are cashing in on a ‘consumer wonderland’
Coachella revelers are getting ready to pitch their tents, performing artists are running through their final rehearsals and thousands of global brands are gearing up for what will be one of the biggest content-making weekends of the year.
What began as a grungy early 2000s desert fest has since evolved into a high-end global cultural phenomenon. The Coachella Valley Music and Arts Festival at the Empire Polo Club in Indio is regarded as one of the largest of its kind in the world, drawing more than 125,000 people a day across two consecutive weekends in April.
As the festival has grown, so too has the allure for big brands like Guess, Rivian, Soho House and Kendall Jenner’s 818 Tequila looking to capitalize on Coachella as a marketing megaphone.
Both off and on the festival grounds, these brands host a series of parties, pop-ups and other VIP events that lavish celebrities, influencers and artists with premium experiences. The hope is they will then share those experiences with their large online audiences.
The Absolut Heat Haus, Soho House’s VIP pop-up The Hideout, and the Coca-Cola Pop Shop are just a few of the brand activations that aim to build a rapport with the festival audience.
This turn toward a high-end consumer market — which reflects a broader trend among many retailers to cater to the affluent — hasn’t been without its critics, especially from music purists who view the festival as overly commercial.
But in many ways, the festival creates the perfect marketing opportunity for global brands to reach Gen Z consumers, who accounted for approximately 17% of total global consumer spending of $57.6 trillion in 2024, according to Nielsen.
Music Fans at the “Do LAB” at the 2025 Coachella Valley Music and Arts Festival.
(Allen J. Schaben/Los Angeles Times)
“People come to Coachella with the idea in mind that brands will bring their best foot forward. Not only are they looking for their favorite, tried-and-true brands to be there, but they’re also looking at what’s the next big thing,” said Jessica Lanzon, director of partnerships and experiential at Ciroc.
The vodka maker offers the Ciroc Athletic Club, an invite-only pop-up that includes a padel tournament and many luxury amenities, like customized merch and bottomless cocktails.
Marc Lotenberg, the founder and chief executive of Dorsia, a members-only platform for exclusive restaurant reservations, estimates brands can spend up to tens of millions of dollars at Coachella.
The biggest global stage
“It’s Coachella, then it’s everything else,” said Lotenberg. “Nothing else compares to the amount of eyes that you get during Coachella. It’s the biggest global stage.”
Dorsia hosts the Zenyara party series, an exclusive after-hours gathering that transforms the private lakeside estate into a nightclub.
The company helped introduce Nobu to the festival last year. The famed Japanese restaurant is returning to this year with meals starting at $375 per person.
Dorsia also offers suites at Coachella’s main stage that start at $70,000 per weekend and accommodate 10 guests who will get backstage access, dedicated service and premium amenities.
“There’s no ceiling when it comes to how much people are willing to pay when it comes to experiences,” Lotenberg said.
Music fans at the 2025 Coachella Valley Arts and Music Festival in Indio.
(Allen J. Schaben/Los Angeles Times)
Some of Coachella’s most elite attendees won’t spend their day at the actual festival, choosing instead to hop between the many exclusive day parties, powered by brands like Revolve.
Over the last decade, the Cerritos-based online fashion retailer has hosted its own mini-festival featuring A-list performers and a star-studded guest list. Last year, Grammy-winning rappers Lil Wayne and Cardi B performed. The off-site festival held in the Coachella Valley is invite-only and hosts around 2,000 people.
“It was quite simple. We saw the impact pretty immediately in terms of traffic to the site and conversion sales,” said Raissa Gerona, chief brand officer for Revolve. “Because we’ve been doing it for so long, we have become the destination … to shop for all things festival and not just Coachella.”
It’s not all about high fashion and luxury mansions. The spirit of outdoor camping is in Coachella’s DNA. The nature-themed boutique hotel company AutoCamp and electric-truck maker Rivian have partnered up for Camp Rivian.
The companies are hosting a curated group of influencers and media partners to stay at a pop-up campsite featuring AutoCamp’s modernized Airstreams. Invitees get the opportunity to test drive Rivian’s newest R2 SUV to the festival and indulge in the communal glamping site.
AutoCamp’s Chief Operating Officer, Bryan Terzi, said it felt like the right moment to try out a deluxe festival camping concept.
People at the flower installation at the 2025 Coachella Vally Arts and Music Festival in Indio.
(Allen J. Schaben/Los Angeles Times)
“People would really get it because it’s happening at Coachella,” he said. “I don’t know if this type of experience would really work at other smaller festivals like Austin City Limits.”
L.A.-based clothing retailer Guess is going all-in on the accommodations with its Guess Compound. The denim brand rents out ten of the valley’s most luxurious villas, hosts up to 60 people, provides high-end amenities like IV drips, massage therapy and an onsite coffee pop-up from La La Land and puts on exclusive after-parties.
Nicolai Marciano, the chief business development officer at Guess, said the effort is about creating more brand equity and building relationships within Coachella’s creative community.
“There’s a lot of different types of talent from musical artists performing to people from reality TV shows and people that make great content — when you put them all together, it’s exciting to watch as an end consumer,” Marciano said.
Claudio Bravo, of Bravo Luxury Retreats, is the chief executive behind the private luxury community next to the festival that hosts Guess. The property contains 16 villas with more than 100 bedrooms, as well as a standalone 10-acre estate set aside for high-end stays and brand activations.
During festival season, Bravo charges around $150,000 for a weekend at one of the villas. He sells out every year, up to six months in advance, catering to wealthy individuals and corporate clients.
“These houses are very luxury, very modern. You feel like you are in a resort,” said Bravo. “I built these houses especially for this – like I was building a hotel.”
Bravo is developing another 14-villa project in nearby La Quinta, which hosts annual professional golf events.
Walker Drawas, a brand marketing agency which has worked at Coachella for years, is involved in six events at the festival, including Kendall Jenner’s “818 Outpost.”
“Brands today are starved for content and starved for news,” said Adam Drawas, co-founder of the agency. “The consumer needs to engage with newness and new content so many times a day, and so brands really need a content wonderland that can give them a big bank of content.”
Sean Breuner, the chief executive of luxury rental company Avant Stay, said at each of their properties, renters will interact with products and amenities from 15 to 20 brands — many of them in the fridge — seeking out high-end consumers.
VIPs expect a private chef, a driver to take them back and forth to the festival grounds or auxiliary events, private security, IV drips provided at home, an on-call cleaner and private tennis or pickleball lessons.
“The majority of festivals you go to don’t have art installations or people who are dressed to the nines in festival outfits,” Breuner said.
Drawas said he believes the market is only going to keep expanding.
“This began in music. It transitioned into fashion,” added Drawas. “Now it’s just a consumer wonderland.”
Movie Reviews
Movie Review: ‘The Drama’ – Catholic Review
NEW YORK (OSV News) – Many potential brides and grooms-to-be have experienced cold feet in the lead-up to their nuptials. But few can have had their trotters quite so thoroughly chilled as the previously devoted fiance at the center of writer-director Kristoffer Borgli’s provocative psychological study “The Drama” (A24).
Played by Robert Pattinson, British-born, Boston-based museum curator Charlie Thompson begins the film delighted at the prospect of tying the knot with his live-in girlfriend Emma Harwood (Zendaya). But then comes a visit to their caterers where, after much wine has been sampled, the couple wanders down a dangerous conversational path with disastrous results.
Together with their husband-and-wife matron of honor, Rachel (Alana Haim), and best man, Mike (Mamoudou Athie), Charlie and Emma take turns recounting the worst thing they’ve ever done. For Emma, this involves a potential act of profound evil that she planned in her mind but was ultimately dissuaded from carrying out, instead undergoing a kind of conversion.
Emma’s revelation disturbs all three of her companions but leaves Charlie reeling. With only days to go before the wedding, he finds himself forced to reassess his entire relationship with Emma.
As Charlie wavers between loyalty to the person he thought he knew and fear of hitching himself to someone he may never really have understood at all, he’s cast into emotional turmoil. For their part, Rachel and Mike also wrestle with how to react to the situation.
Among other ramifications, Borgli’s screenplay examines the effect of the bombshell on Emma and Charlie’s sexual interaction. So only grown viewers with a high tolerance for such material should accompany the duo through this dark passage in their lives. They’ll likely find the experience insightful but unsettling.
The film contains strong sexual content, including aberrant acts and glimpses of graphic premarital activity, cohabitation, a sequence involving gory physical violence, a narcotics theme, about a half-dozen uses of profanity, a couple of milder oaths, pervasive rough language, numerous crude expressions and obscene gestures. The OSV News classification is L — limited adult audience, films whose problematic content many adults would find troubling. The Motion Picture Association rating is R — restricted. Under 17 requires accompanying parent or adult guardian.
Read More Movie & Television Reviews
Copyright © 2026 OSV News
Entertainment
Crowds pack USC campus on opening day of L.A. Times Festival of Books
Tens of thousands of readers of all ages, from toddlers clutching picture books to longtime fans carrying armfuls of paperbacks, fanned out across the USC campus Saturday for the opening day of the 31st Los Angeles Times Festival of Books, packing panels and lining up to see favorite authors and celebrity guests.
It was too early to know how many people attended the first day of the event, billed as the country’s largest literary festival, though organizers said they expect between 150,000 and 155,000 attendees over the weekend. By late morning, the campus was already bustling, with strong turnout expected for appearances by author T.C. Boyle and actors Sarah Jessica Parker and David Duchovny, among others.
Founded in 1996 and spread across eight outdoor stages and 12 indoor venues, the festival has become a fixture on Los Angeles’ cultural calendar, bringing together more than 550 storytellers for panels, author interviews, book signings, performances and screenings spanning a wide range of genres, from children’s story times to cooking demonstrations.
This year’s lineup features a broad mix of writers, performers and public figures, including comedian Larry David, musician Lionel Richie, multihyphenate businesswoman (and Beyoncé’s mother) Tina Knowles, author and social critic Roxane Gay and scholar Reza Aslan.
Under sunny skies, actor and reality TV personality Lisa Rinna brought humor and a bit of bite to a 10:30 a.m. conversation on the festival’s main stage. The “Real Housewives of Beverly Hills” alum released her second memoir, “You Better Believe I’m Gonna Talk About It,” in February, chronicling her time on the show and her recent turn on Season 4 of Peacock’s reality competition series “The Traitors.”
Reflecting on her approach to “Traitors,” Rinna said she wanted to strip away the conflict-driven persona she had cultivated on “Real Housewives” and present a more unfiltered version of herself. “I was like, ‘Self, listen. You’re gonna go in there and just be you. No housewife s—, none of that reactionary stuff.’ ”
In conversation with Times senior television writer Yvonne Villarreal, Rinna also spoke candidly about the loss of her mother, Lois Rinna, in 2021 and how her grief manifested in a feeling of rage while she was filming Season 12 of “Real Housewives.”
“It really took me by surprise,” she said. “And you have to give space for it because you can’t make it go away. … They always say time heals, but time makes everything just a little less intense.”
At a noon panel titled “Fire Escape: Wildfires and the Changing Geography of Southern California,” moderated by Times climate and energy reporter Blanca Begert, author and former wildland firefighter Jordan Thomas said the scale and frequency of California wildfires have shifted dramatically in recent decades.
“The vast majority of the largest wildfires in California’s recorded history have happened just in the past 20 years,” said Thomas, author of last year’s National Book Award finalist “When It All Burns: Fighting Fire in a Transformed World.” “While I was a hotshot, there were three of those fires burning simultaneously, including a million-acre fire — more than used to burn across the entire American West over the course of a decade.”
In the early afternoon, former Georgia Rep. Stacey Abrams spoke with moderator Leigh Haber about artificial intelligence and voter suppression in front of an enthusiastic, packed crowd at USC’s Bovard Auditorium.
Abrams’ latest Avery Keene novel, “Coded Justice,” came out last year and explores the role of artificial intelligence in the healthcare industry. AI has already become enmeshed in everyday life, she said, asking audience members to raise their hands if they had used TSA PreCheck or a streaming service.
“AI is a tool … but it is created by someone, it is programmed by someone, it is controlled by someone,” she said. “Regulation is not about slowing down progress. It is about asking questions and saying that in the absence of answers, we’re going to put on reasonable restraints that we can revisit.”
Abrams also revealed that her next book, the fourth in her Avery Keene thriller series, will focus on prediction markets.
“I write Avery Keene novels to tell stories about social justice, but I put it in a form that’s accessible to people who don’t think that they are social justice people,” Abrams said. “I want to meet people where they are, not where I want them to be.”
She also encouraged audience members to push back against voter suppression and defend democracy by volunteering at polling places — even in reliably blue districts — warning that she believes masked paramilitary groups will be allowed to patrol voting locations and target people of color in the upcoming midterm elections.
The festival kicked off Friday evening with the 46th Los Angeles Times Book Prizes ceremony at Bovard Auditorium, emceed by Times columnist LZ Granderson, recognizing both emerging voices and established writers.
Winners were announced in 13 categories for works published last year. Find a full list of winners here.
Oakland-born novelist Amy Tan, whose work often explores identity and the Chinese American immigrant experience, received the Robert Kirsch Award for lifetime achievement, and the literary nonprofit We Need Diverse Books received the Innovator’s Award for its work promoting diversity in publishing.
Accepting her award, Tan, author of the 1989 bestseller “The Joy Luck Club,” said that as a birthright citizen, she had never questioned her place in the country until recent debates over citizenship and belonging led her to reconsider whether she is, in fact, a “political writer.”
“My birthright and that of millions of others is now being argued before the Supreme Court, and no matter what the outcome is, it’s been a kick in the gut to know that those in the highest echelons of government and those who support them believe that we don’t belong.”
Tan said that as an author, “I imagine the lives of the people I write about,” and that act of compassion “reflects our politics and our beliefs. And so yes, I am a political writer.”
Addressing the attendees, Times Executive Editor Terry Tang pointed to the breadth of the weekend’s programming as an opportunity for connection and discovery. “If you take in just a fraction of these events, it will expand your mind,” she said. “This weekend gives all of us a chance to celebrate a sense of unity, purpose and support.”
The festival runs through Sunday. More information, including a schedule of events, can be found on the festival’s website.
Movie Reviews
Thimmarajupalli TV Movie Review: A grounded rural drama that works better in the second half
The Times of India
TNN, Apr 18, 2026, 3:39 PM IST
3.0
Story-The film is set in a quiet, close-knit village, Thimmarajupalli, where life follows a predictable rhythm, shaped by routine, relationships and unspoken hierarchies. The arrival of a television set marks a subtle but significant shift, slowly influencing how people see the world beyond their immediate surroundings. What begins as curiosity and shared entertainment starts to affect personal dynamics, aspirations and even conflicts within the community.Amid these changes, the film follows a group of villagers whose lives intersect through everyday interactions, simmering tensions and evolving relationships. As the narrative progresses, seemingly ordinary incidents begin to connect, revealing a layer of mystery beneath the surface.Review-There’s a certain patience required to settle into Thimmarajupalli TV. It doesn’t rush to impress, nor does it lean on dramatic highs early on. Instead, director Muniraju takes his time — perhaps a little too much, to establish the world, its people and their rhythms. The first half feels like a long, observational walk through the village, capturing its textures, silences and small interactions. This slow-burn approach may test your patience initially. Scenes linger, conversations unfold without urgency, and the narrative seems content simply existing rather than progressing. But there’s a method to this stillness. By the time the film begins to reveal its underlying tensions, you’re already familiar with the space — its people, their quirks and their unspoken conflicts.It is in the second half that the film finds its footing. The mystery element, hinted at earlier, begins to take shape, pulling the narrative into a more engaging space. The shift isn’t dramatic but noticeable, the storytelling gains purpose, and the emotional stakes become clearer. What once felt meandering now starts to feel deliberate. The film benefits immensely from its rooted setting. The rural backdrop isn’t stylised for effect; it feels lived-in and authentic. The cast blends seamlessly into this world, delivering natural performances that add to the film’s grounded tone. There’s an ease in how the characters interact, making even simple moments feel genuine.The background score works effectively in enhancing mood, particularly in the latter portions where the mystery deepens. It doesn’t overpower but gently nudges the narrative forward, adding weight to key moments. Visually too, the film stays true to its setting, capturing the quiet beauty and isolation of rural life. That said, the pacing remains inconsistent. Even in the more engaging second half, certain stretches feel slightly indulgent, as though the film is reluctant to let go of its observational style. A tighter edit could have made the experience more cohesive without losing its essence.Thimmarajupalli TV is not a film that reveals itself instantly. It asks for time and patience, but rewards it with sincerity and a quietly engaging narrative. It may stumble along the way, but its rooted storytelling and stronger latter half ensure that it leaves a lasting impression.—Sanjana Pulugurtha
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