Snowboarding Movies Soar As Branded Content

November 4, 2010

It’s November — and here come the season’s first snowboarding movies. It is time to for all the snowboarding junkies to get pumped for winter by watching their favorite riders’ best tricks in skillfully produced films.

Snowboard films began as a way for companies to advertise their products. A sponsored team of snowboarders would ride a specific company’s gear in a 30-minute film with medium-level production values. Even though the films were essentially advertisements, a punk snowboarding subculture that generally dissed all things corporate embraced them as their own.

Since snowboarding’s explosion in popularity, the industry has evolved. Although films are still a significant part of the culture, they have changed. Production companies specializing in snowboard films are now developing ultra-high quality films featuring the best riders and brands in the snowboarding industry. What was once a mediocre strategy to reach a niche audience now has the Hollywood mentality and reaches audiences beyond the snowboard community. Some snowboard films are now being shown in movie theaters.

Take a look at a few of the 2010 trailers to get an idea of what I’m talking about.