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Two Extreme Approaches to Sports

13 Jul, 2003 By: Dan Bennett

Extreme sports entertainment for the masses may be more than just a pipe dream. Or even a half-pipe dream.Warner Strategic Marketing and Rhino Home Video recently launched Rhino Transport, an extreme sports imprint. The company will promote DVD releases covering skateboarding, BMX, motocross, surfing, snow sports and lifestyle entertainment.According to the companies, the titles seek top-notch cinematography and production values — using a synergistic partnership of athletes, musicians, directors, marketers and distribution experts —with the intent to draw more mainstream consumers to the extreme sports entertainment market.The August debut release is the freestyle motocross title Flipped Out, featuring notable riders attempting to backflip on their dirt bikes to the background music of Tantric, Audiovent, Ear-shot and other bands.A new approach is also promised in Ski Bums, the Sept. 16 release from Slingshot Entertainment, set in Whistler, British Columbia. The documentary follows an eclectic group of extreme skiers and snowboarders who avoid the party lifestyle of other practitioners. They explore the less-traveled area of the region, skiing and snowboarding where the masses have yet to go.“Ski Bums is an exciting title for us,” said Mitch Perliss, general manager/VP of SlingShot Entertainment. “While still a documentary, Ski Bums allows SlingShot the opportunity to expand beyond traditional special-interest product and provide an entertaining look at a group of passionate extreme skiers in the pursuit of danger and the ultimate skiing fantasy.”

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