Red Bull Media House, one of Europe emerging giants of film-TV production, is launching a new action sport theatrical film event designed to roll out on big screens all over the
continent: Heroes By Nature.
An ongoing event playing cinemas every first Monday of the month, Heroes will frame a double-header screening of a theatrical feature film and 60-minute documentary, plus the digital transmission of a live event, featuring the films’ athletes and filmmakers, taking place at one cinema location.
Each month focuses on a different sport: snowboarding, surfing or mountain-biking, for example, Sophokles Tasioulis, RBMH head of cinema and intl. theatrical sales, said at Spain’s San Sebastian Festival.
Stressing the live-event nature of Heroes by Nature, Red Bull will also seek to create a party environment in cinema lobbies, holding exhibitions.
The media division of the Austrian energy drink colossus, Red Bull Media Group will launch Heroes By Nature in Spain, Germany and Austria, Scandinavia and Romania in January 2013.
Booking arrangements vary: In Spain, well-established indie distribber Wanda Vision will handle bookings and collections, Red Bull the marketing.
In Germany, Red Bull will most probably use a booking agency. In Austria, it will work with cinema loop Cineplex.
Per Tasioulis, Red Bull will seek to draw in partners to support Heroes By Nature. It is in talks with Quicksilver, the Spain-based surfwear company.
Heroes reps an attempt by Red Bull Media House to extend audience and market reach.
“Our mother company is present in 165 countries and organizes 1,500 events a year. We make more and more events with athletes so we thought: ‘Why don’t we combine the two?’” Tasioulis said.
At San Sebastian, Red Bull co-hosts with the Festival, in association with Wanda and Quicksilver, a Big Friday double feature: the world preem of Curt Morgan’s The Art of Flight 3D and the European premiere of Christopher Nelius and Justin McMillan’s Storm Surfers 3D.
From 2013, San Sebastian and Red Bull will build a new section dedicated to action sports, outdoor and event movies.
“Cinemas will turn into event locations and give audiences an entirely different immersive experience of the extreme sport world,” Tasioulis said.