Red Bull Launches Sports Cinema Event 'Heroes by Nature'

COLOGNE, Germany - Red Bull Media House is looking to bring together cinema and extreme sports with a new series of movie events the group plans to roll out in selected cinemas across Europe starting next year.

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Branded Heroes by Nature, the events will highlight short and feature length films on extreme action sports such as surfing, climbing, mountain biking or snowboarding. Red Bull launched the new program at the San Sebastian Film Festival last Friday with the world premiere of the documentary The Art of Flight 3D -- about legendary snowboarder Travis Rice -- and the European premiere of Storm Surfers 3D on Australian big wave surfers Tom Carroll and Ross Clarke-Jones.

Red Bull Media House said it also will work closely with San Sebastian on the festival's new section -- planned for next year's fest -- which will focus exclusively on action sport, outdoor and adventure movies.

Red Bull is planning a monthly Hereos By Nature screening, with a film's cast and crew attending a premiere at a select European city and the event and interviews with the film's talent broadcast live to participating cinemas across Europe.

"Heroes by Nature satisfies a growing demand for high quality action sports films on the big screen," said Sophokles Tasioulis, Head of Cinema & International Theatrical Sales at Red Bull Media House. "Cinemas will turn into event locations and will give audiences an entirely different, immersive experience of the extreme sport world. We will bring new, young audiences to the movies and will provide filmmakers a prominent platform to showcase their films to a broader audience."