Whom should I put down as the Primary Contact?

Whoever is going to be SXSW's sole contact for the next seven months. The status of your entry will not be divulged to anyone but this contact person so make sure we can easily reach this person by phone and email and that they’re responsive. Please understand that in most cases, this contact will be the ONLY person with whom SXSW is in touch before the festival. To keep important SXSW emails from landing in the Primary Contact’s spam folder it's a good idea to add this address to your contact list: filmfest@sxsw.com.

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