By Carson Cordasco

Beginning August 4, On Board Entertainment (OBE) will release a series of alternative-sports films in approximately 40 AMC theaters nationwide. Dubbed Adrenaline Theater, the program will feature one movie a month, each time highlighting a different sport¿snowboarding, surfing, skateboarding, free skiing, or motocross¿to the tune of alternative rock and rap music soundtracks. All films have been converted into 35-mm format.

Last December, the concept was tested at the AMC Block 30 megaplex in Orange County, California. “We felt the market was ready for this, but the response was overwhelming,” says Dan Hirsch, a partner in OBE parent company Disson Furst and Partners.

A nine-day screening attracted swarms of sold-out crowds. In one instance, the motocross film out sold every major motion picture showing at the same time in the AMC megaplex. “There was standing with screaming and yelling,” recalls Bonnie Crail, also a partner of Disson Furst and Partners. “It was totally different from any movie experience.”

Major sponsors have contributed two-million dollars to the marketing campaign, which will include print and radio advertising, interactive direct marketing, and specialty shop and lobby displays. Additionally, trailers for Adrenaline Theater will run before other movies in select AMC theaters.

Adrenaline Theater is scheduled through December beginning with surfing in August, followed by skateboarding August 25, snowboarding September 15, freeskiing October 13, snowboarding November 10, and motocross December 8. However, Crail stresses that this isn’t a one-time novelty¿more movies are planned to be released year-round.

Here are dates through year-end, although this will continue on a year-round basis:

August 4: Hit & Run (Taylor Steele-Poor Specimen surf film)

August 25: The End (skate film)

September 1: TB9 (Hatchett/standard Films snowboard film)

October 13: Further (TGR freeski film)

November10: MacDawg snowboard film

December 8: Crusty 6 (Fleshwound motocross film)

Participating AMC Theatres:

Atlanta — Barrett Commons 24

Charlotte– Concord Mills 24

Chicago — Cantera 30 and Barrington 30

Clearwater — Woodlands Sq. 20

Columbus — Lennox 24 and Easton Town Ctr 30

Dallas — Mesquite 30 and Grapevine Mills 30

Denver — Highland Ranch 24 and Westminster Promenade 24

Detroit — Forum 30

Fort Worth — Sundance 20

Houston — Gulfpointe 30 and Studio 30

Jacksonville — Regency Jax 24

Kansas City, KS — Studio 24

LA — Burbank 28

Miami — Sunset Place 24

New York — Empire 25 (Times Square)

Norfolk, VA — Hampton 24

Oklahoma City — Quail Springs 24

Omaha — Oakview 24

Ontario, CA — Ontario Mills 30

Orange, CA — Block 30

Orlando — Pleasure Island 24

Ottawa, Canada — Kanata 24

Philadelphia — Neshaminy 24

Phoenix/Mesa — Mesa Grande 24

Princeton/Trenton, NJ — Hamilton 24

San Antonio — Hiebner Oaks 24

San Diego — Mission Valley 20

San Francisco — Ven Ness/Kabuki 22

San Jose, CA — Saratoga 14

Seattle — SeaTac Center Plaza 12

Spokane — River Park Sq. 20

St. Louis, MO — West Olive 16

Tallahassee — Tallahassee 20

Tampa — Regency Brandon 20

Toronto — Interchange 30 and Winston churchill 24

Tulsa — Southroads 20

Washington DC — Potomac Mills 15