"That's it, that's All": Snowboarding Culture

There seems to be a trend of same old same old amongst action sports movies in the last few years. A film two years in the making has aspired to break that mold to bring viewers closer to the intensity, and push them to get out themselves. The Quicksilver and Red Bull-sponsored film is titled “That’s It, That’s All” and was released this September by Brain Farm Films. The Hi Definition, 35mm, Super16 footage explains why snowboarders have poured blood, sweat, tears and soul into a simple thing like sliding down a hill on a piece of wood for the past 3 decades. To these snowboarders, the sport gives them something to be passionate about, to explore and travel to new destinations for that next feature. To them it’s a never ending search. But most importantly it’s about just being out there and having fun with friends. The teasers set up a vivid picture of what this film promises to show to its viewer.

Multiple avenues have been taken to promote the film which is touted to be the best snowboard film to date. Magazine ads and youtube video teasers have been posted to promote it.

As far as video ads promoting the movie, the two teasers show portions of film reels turning and HD projectors displaying, editing, and creating a movie. Other clips show slow motion movement of snowboarders down the hill, over jumps and performing spectacular feats of athleticism. Along with these clips are portions spliced in showing what happens when they’re not on the mountain; they’re riding snowmobiles across lakes, flying in helicopters, or witnessing avalanches from the back porch of their cabin at the bottom of the mountain. Extreme angles and clarity give the viewer the feeling of being on the side of the hill watching as these athletes soar 50+ feet over jumps and down half pipes. It’s a definite feeling of freedom and expression of one’s self in a world full of same old same old. Along with the extreme shots of snowboarders are the surroundings of the mountains - the brutality and beauty of nature. There are swooping shots over mountain goats in the hills, avalanches sweeping the sides of cliffs, and soaring over tops of trees and mountainsides in a helicopter. This is the atmosphere for the entire movie.

The third-person objective point of view of the teasers give the viewer the sense of being there experiencing the raw energy and passion that these guys are emanating through their talent. Portions in slow motion draw out the beauty and expression the snowboarders have when performing such feats. Music is very important in grabbing the audience’s attention; it causes the viewer to feel the intensity and pushes them to want to do the same things they’re doing. Softer music in the opposite ad is geared more towards the environment and how peaceful yet hostile and dangerous it can be. Viewers still feel the same emotions of strength yet on a more zealous level. You somehow feel more emotionally attached to the intimacy and power of the character.

Every year millions of dollars are spent on ads to promote new gear, videos, and events for snowboarding, and every year kids pick up a snowboard magazine from the newsstand and see that front cover or ad inside and go “Oh my God, I want to do that!” And if the kid is serious enough, they will beg, borrow, and steal to get money for the equipment. This movie is another channel for ads in that people will watch this movie, see the stuff these guys are doing, the gear they’re doing it with, and want to do the same thing. It is essentially selling a culture to people - a snowboarder’s way of life. This is the way they dress and act, this is the music they listen to, and this is what their lives encompass, now go out and be just as cool as them.

What the ads never do reveal to the viewer is the cost of the culture; how much a complete snowboard and gear actually costs or the risks involved in the sport. Like any sport there are inherent dangers when you’re cruising down a mountain at 50+ MPH or hurl yourself over a 60 foot gap spinning and flipping. Instead the ads invite the viewer to taste the intensity and fun they could be having slaloming down the face of a cliff or bouncing from pillow to pillow of fluffy white snow.

But how could you feel anything but awe when watching such an intense feat?