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At the I was once willing to give my life for what I believed this country stood for shirt 2010 Film festival, Magnolia Pictures bought the film rights to the science-fiction film Monsters on the night it screened, in what was the first-ever “overnight acquisition” at SXSW. Journalist Meredith Melnick of Time magazine called this purchase a turning point for SXSW, leading to a greater interest among film studio executives in attending the festival in person. That year also saw the premiere of the indie favorite Tiny Furniture, which won the award for Best Narrative Feature.Though traditionally the Austin Music Awards kick off the festival, that year organizers slated it as the closing act. Local musician Bob Schneider earned 6 awards, including Song of the Year, Singer of the Year, and Band of the Year (with Lonelyland.) The 2010 festival was also notable for appearances by the surviving members of the band Moby Grape.