STOWE, Vermont ??вЂќ Two weeks ago Tristar Pictures released ‘Lords of Dogtown’ in theaters nationwide. The film, which has received critical acclaim and a three star rating, has grossed approximately ten million dollars to date. Some of the commercial success of the film can be attributed to a grass roots marketing and merchandising effort that took place at nearly 30 winter resorts this past season.
The Splinter Group, a youth marketing agency in Durham, North Carolina created the winter resort marketing campaign by providing movie premiums to resorts for giveaways, and having a contest to determine which resort was most effective in promoting the film. Stowe Mountain Resort was awarded first prize for integrating the Dogtown merchandise and promotional materials in their Slopestyle Series, Spring Summit Celebration, local youth events and on their freeriding website Ridestowe.com. “We thought the promotion had a natural tie-in to our Slopestyle & Rail Jam Series,” said Jessica Foley, the resort’s special event coordinator. “A lot of the kids who participate are also into skateboarding and they love free t-shirts and hats,” Foley said.
Like the documentary ‘Dogtown and Z-Boys,’ only in fictional form, ‘Lords of Dogtown’ chronicles the adventures of the crew of 1970s California skaters who brought their surfing experience to the concrete and revolutionized the sport.