IFC and Red Bull Team Up Again for Unique Integrated Partnership

Three Mini-Docs Exploring Action Sports Indie Filmmakers To Air on the Network Through February and Culminate
with Half-Hour Show in April

New York, NY, January 29, 2007 – The Independent Film Channel (IFC) announced today that it has joined forces with Red Bull for a second time in a unique partnership to exclusively create a strand of documentaries about the passionate filmmakers behind the cameras at the “2006 Red Bull Ride to the Hills” freestyle motocross event. IFC filmed the documentaries on site at the event in Southern California last October. Three “mini-documentaries”, each five minutes in length, will roll out through February on IFC, and will culminate with a half-hour show in April that combines the three docs with additional exclusive footage. In addition to Red Bull, IFC’s growing list of unique branded entertainment integrated partnerships includes returning clients such as Acura, Heineken, Target and [yellow tail].

“This partnership with Red Bull is a perfect example of how we are working with our clients to create content that uniquely platforms their brand in an engaging and non-traditional way, while remaining true to what IFC represents and the audience it attracts. It’s contextual branded entertainment that not only lives on our air, but also offers our partners the unique ability to use this content on multiple platforms,” said Alan Klein, IFC’s SVP of Integrated Partnerships. “We’re excited to work with Red Bull again and to bring this project to our viewers, as it explores one of the most independent genres of independent film.”

Through exclusive footage and in-depth interviews, IFC’s “Action Indies” documentary series will expose the passion of the filmmakers involved with the Red Bull Ride the Hills event, a freeride challenge that celebrates the roots of motocross. In line with IFC’s mission to celebrate true independent film and give a voice to the filmmakers who make them, the documentaries spotlight show producers/directors Jay Schweitzer and Derek Westerlund and their team of filmmakers, as they tell stories of ingenuity, vision and the independent spirit. Red Bull is branded organically throughout the documentaries with its logo featured on action sports equipment used by the riders as well as ingrained in the hills where the athletes ride. The documentaries will air throughout February and March and can also be viewed on IFC’s website: www.ifc.com.

In April 2006, IFC and Red Bull joined together for the first time in a documentary project spotlighting various Action Sports filmmakers – from surfing to biking to skiing – with Red Bull brand integration which aired on IFC. Today’s announcement signifies the evolution of that partnership and builds on the series of Action Indie documentaries with new IFC – created content.

IFC launched its Integrated Partnerships department in 2005 to accommodate the network’s growing number of unique client sponsorships. The department has since increased traction significantly by enhancing its current partnerships while also attracting new sponsors who have expressed interest in sponsoring strands on the network to reach IFC’s core audience. IFC is a leader in the independent film community and appeals to influential, tech-savvy, early adaptors, in the coveted 18-49 demographic.

Descriptions of the three mini-docs follow –

1) IFC Action Indies: 2006 Red Bull Ride To The Hills – Director Spotlight

Premieres: January 29

This short film focuses on the creative leadership behind the 2006 Red Bull Ride to the Hills, producers and directors Jay Schweitzer and Derek Westerlund. Intercutting between interviews, never before seen behind the scenes action, and some of the most breathtaking shots of freeride motocross, we discover how these two veteran action sports filmmakers and their crew captures this event.

2) IFC Action Indies: 2006 Red Bull Ride To The Hills – The Shooters

Premieres: February 12
Who works just as hard as the pro freeride motocross athletes on an event such as the 2006 Red Bull Ride to the Hills? The guys who film them. This short film trains its lens on the film and video shooters who capture some of the greatest actions sports footage ever. Often given mere seconds to set up their gear in typically brutal environments, these filmmakers flex independent spirit and courage like no other. The shots speak for themselves: if you knew what they go through to get these shots, you’d think they’re the most talented shooters around. Now you know!

3) IFC Action Indies: 2006 Red Bull Ride To The Hills – The Event
Premieres: February 19
In four days, at two desolate desert locations, two of action sports film’s biggest names and their crew take on one of the most intense freestyle motocross events ever – the 2006 Red Bull Ride to the Hills. This film follows a crack team of independent filmmakers as they capture this unique sporting event under some of the most grueling conditions around. It’s independent film at its most extreme.

About IFC Television
The Independent Film Channel (IFC) is the first and most widely distributed network dedicated to independent film 24 hours a day, uncut and commercial free.

The Independent Film Channel is a part of IFC Companies, which has established itself as the future of independent film. With the television network, as well as a film distribution and production unit and a VOD service, IFC Companies has created over the course of the past decade a revolutionary end-to-end business model and brand that focuses on developing and nurturing talent and maximizing the value of independent film. IFC Companies uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC Companies is a division of Rainbow Media Holdings, LLC.

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