The one and only European event dedicated to Freeski culture, it's the Cannes Festival in the mountains! As for the first edition there'll be an International flavour and a star filled line-up to make this unique event the centre of the freestyle and freeride universe.
Last year's event attracted 20 films from a dozen countries, 25 brands displaying their freeski gear and more than 3,700 movie tickets were sold.
The event kicks off the winter season so early that boards and skis are still put away... However, this is a one-of-a-kind event since in only one edition it has already gained an enormous popularity throughout Europe! it is the event where it all comes together, where the world's best skiers reunite, where the most talented producers present their films and where the must-haves brands are gathered in one spot.
IF3 had was founded 5 years ago in Montreal and started presenting in France just last year in 2010. Its main goal is to honour the work of specialized filmmakers and to bridge the gap between the public and the freeski universe.
IF3 is an opportunity to discover the latest ski films, full features and shorts, documentaries as well as web productions...and which for the most part are presented as worldwide premieres. This is also the event to attend for meeting those who make this industry possible. The public can meet and talk to the riders themselves, all those stars that are usually unattainable, through viewing events and autograph signings. IF3 is also a great occasion for brands to show their products and interact with the public. It's a photography exhibit and a contest, as well as music and concerts for everyone.
Freeski is a mix of freestyle and freeride skiing. However, it's first and foremost a way of breathing snow, of being it, living it...wild and immaculate! All around the world, this sport has emerged with its own culture and has been growing its fan base each and every year. Freeski is a way of seeing nature as our own playground, using the mountain's every natural feature to ride and play with. The sales of specialized skis has seen its numbers rise every year, therefore, it's not surprising to see more and more brands associate and invest in this growing industry.
A NEW TREND: SKI MOVIES
Movie productions are expanding and becoming increasingly popular. As they became a lucrative medium, they are now the heavy weights of the ski industry. Some mega productions do not hesitate to indulge and dispense enormous budgets, most often than not financed by big name brands. It is not rare to see a proskier disappear from the competition radar in order to spend a full season shooting for films acclaimed by many. With videos getting over 175 000 hits on the Internet, many brands have stepped-up and made full use of the web as a new technology and marketing tool.
NEW IN 2011: THE LEICA PHOTOGRAPHY CONTEST
Since photography is an art naturally associated with the freeski culture, a contest and an exhibit of this medium will complete the IF3 programming. Amateurs and pros are all invited to compete! At the start of the festival a Jury will select 8 pictures. During the IF3, these photographs will be presented inside the Decavision gallery, which will have been transformed into an art gallery for the occasion.
2 awards will be given: "Best Photographer" (Jury vote) and "Best Photograph" (public vote). For more info, go to www.if3.fr, see "Leica Photography Contest" section.
ANNECY HOSTING FREESKI
Tucked in the heart of the French Alps, Annecy is the cradle of winter sports. Many prestigious name brands have made it their home and head office. Annecy is also the homeland of some of the biggest names in the ski industry such as Candide Thovex, Sébastien Michaud, Laurent Favre and Xavier Bertoni. It is in this spirit that Annecy wants to include the IF3 as one of their "must-attend" major events of the year.
A VILLAGE OF BRANDS
In the heart of downtown and in front of the Courier Center, an 800m2 area has been transformed into a gathering of all the actors of the Festival: the brands*, the public, the enthusiasts, the international ski stars, the producers and the film directors, as well as media guests and photographers. For 3 days, this village is the place to be to exchange, meet and greet the best of the best and the who's who of the ski industry.
Participating brands include: Oakley - Salomon - Orage - The North Face - Scott - CoreUPT.com - Atomic - Black Crows - Nordica - Recco - Holden - Eider - Elan - Dalbello - Uvex - Faction - Peak Performance - BlackD - Armada - Millet - Nic Impex - Nord Ouest - Dynastar - Majesty Ninthward - Fatcan - Pictur - Apo - Line - Spy Optics - Rossignol - Smith - Julbo - Salewa - Zag - Voelkl - Drift Innovationc - White Cristal...