A correction was made to this article on Jan. 12, 2004.
HOLLYWOOD — Sundance Film Festival opener “Riding Giants” may not have a distributor yet, but the surfing docu already has attracted some serious marketing muscle.
Starting at the fest, apparel giant Quiksilver will roll out an extensive marketing campaign in which the docu, the first to open Sundance, will be promoted at events throughout Park City. A three-minute trailer of the film will unspool at the company’s Boardrider Club store in the town.
Once the pic lands a distributor and is released, Quiksilver plans to expand the campaign and push the pic throughout its 69 company-owned and 118 licensed stores around the world, as well as on television, through its daily newsmag show “54321” on Fox Sports Net, and at surf camps and competitions, among other avenues.
Quiksilver’s promo plan should prove attractive to potential buyers eyeing “Riding Giants,” especially given the small marketing budget for most indie films.
“Quiksilver holds a unique stature in the industry as the authentic and definitive boardriding brand,” said Stacy Peralta, the film’s writer-director-producer. “Quiksilver’s involvement will help deliver the film to a wide audience and allow us to utilize the marketing reach of an industry leader.”
Having a brand as a promotional partner proved successful for Peralta’s skateboarding docu “Dogtown and Z-Boys,” which lured Vans after bowing at Sundance in 2001, where it won the docu directing and audience awards, as well as distribution by Sony Pictures Classics.
Quiksilver’s relationship with “Riding Giants” is a little more involved, however,
The Huntington Beach, Calif.-based company funded part of the pic’s budget, through its Quiksilver Entertainment division, founded in 2002. Studio Canal and Forever Films produced the pic.
Quiksilver wouldn’t disclose how much of the budget it covered, but said it was a “significant” portion.
“We felt it was a great opportunity for us,” said Danny Kwock, prexy of Quiksilver Entertainment. “It puts the culture of surfing in the forefront. It felt natural and organic for us to be involved.”
“Riding Giants” focuses on the pioneers of big-wave and tow-in surfing, showcasing surfing icons including Greg Noll, Gerry Lopez and Laird Hamilton.
Hamilton, Franck Marty and Nathalie Delest exec produced the pic, with Agi Orsi, Jane Kachmer and Peralta as producers.
“Riding Giants” continues Quiksilver’s push into entertainment.
Last year, the company launched two television shows, “Surf Girls” on MTV and “54321.”
This year, the company will continue to produce the “54321” series, as well as expanding into films, beginning with “Riding Giants.” It is currently casting its adaptation of the novel “The Tribes of Palos Verdes.”
“Quiksilver takes pride in serving as a catalyst for the surf industry,” said Matt Jacobson, veep of Quiksilver Entertainment. “We believe (“Riding Giants”) is a perfect match with our philosophy and will take the lifestyle out of the monastery to a wider audience.”