Adrenaline Theater Brings Action Sports To The Silver Screen

Action-sports and lifestyle-entertainment company On Board Entertainment (OBE) has partnered with AMC Theatres to launch Adrenaline Theater, a youth-entertainment concept featuring a series of alternative-sports films.

AMC will begin showing the films in approximately 40 major markets across the country on August 4. Adrenaline Theater will feature skateboard, surf, snowboard, free ski, and motocross films on weekends, and is supported by a two-million-dollar marketing campaign.

The Adrenaline Theater concept was tested at the AMC Block 30 megaplex in Orange County, California last December. With only aggressive ground roots marketing over a nine-day period, the test delivered sellout crowds and prompted additional showings late into the night. In one case, a motocross film outsold every major motion picture showing at the same time in the AMC megaplex.

AMC Theatres President and Chief Operating Officer Phil Singleton stated Adrenaline Theater provides his company a key piece of additional programming: “Adrenaline Theater is an exciting niche programming opportunity that has proven successful and expands our ability to provide an out-of-home entertainment experience for a key demographic–the youth market. It is also very complementary to our core feature-film fare.”

The movie subjects in Adrenaline Theater will change every few weeks. The current schedule is for a surf movie to open the series August 4, followed by skateboarding August 25, snowboarding September 15, free skiing October 13, snowboarding November 10, and motocross December 8.