(Sausalito, CA) — On Board Entertainment (OBE), one of the nation’s leading action sports and lifestyle entertainment companies, has created the newest form of in-theater youth entertainment, Adrenaline Theater·. Featuring alternative rock and rap music soundtracks, Adrenaline Theater· is a series of the hottest alternative sports films that have been converted into 35mm format. AMC Theaters, one of the world’s leading theatrical exhibition companies and a partner in this venture, will begin showing the films in approximately 40 major markets across the country on August 4, 2000.
This innovative program will allow teen and young adult audiences to see the best skateboard, surf, snowboard, free ski, and motocross films on weekends. Adrenaline Theater· will be supported with a $2 million marketing campaign that will include print and radio advertising, sport specialty store and lobby displays, and interactive direct marketing.
OBE’s Adrenaline Theater concept was tested at the AMC Block 30 megaplex in Orange County, CA, last December. With minimal advertising but aggressive grass roots marketing over a 9-day period, the test delivered sellout crowds and prompted additional showings late into the night. In one case, a motocross film outsold every major motion picture showing at the same time in the AMC megaplex.
“We felt the market was ready for an idea like this, but the response was overwhelming,” said Dan Hirsch, a partner in OBE. “I’ve actually had the idea for Adrenaline Theater for almost four years, but it has taken until now for the interest in action sports to reach a level that would support a national program like this.”
The movie subjects in Adrenaline Theater will change monthly. The current schedule is for a surf movie to open the series August 4, followed by skateboarding August 25, snowboarding September 15, free skiing October 13, snowboarding November 10, and motocross December 8.
ABOUT ON BOARD ENTERTAINMENTOn Board Entertainment is a division of Disson Furst and Partners, a national sponsorship and event marketing company. On Board Entertainment specializes in reaching the youth demographic via its expertise in the areas of action sports, music, and lifestyle events. OBE has produced events and consulted for companies such as Sega, K2, Red Bull, Anheuser-Busch, Nike, and MTV. OBE also owns or co-owns numerous innovative teen properties, including the upcoming Nike ACG Indoor, America’s first indoor snowboarding competition.
For more information, please contact Sarah Haynes at 415-331-4135.