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29 April 2013 7:49 AM, PDT | Variety - Film News | See recent Variety - Film News news »

Madrid — Dietrich Mateschitz, the billionaire owner of Austrian energy drinks company Red Bull, has said that he’d like to spend two days a week thinking up wacky ideas to promote his company’s energy drink.

One Red Bull ruse was sponsoring fellow Austrian Felix Baumgartner’s record-breaking skydive last October.

On Monday, however, Spain’s San Sebastian Film Festival announced a new joint initiative with Red Bull Media House that doesn’t look heart-in-mouth crazy at all: Savage Cinema, a new fully-fledged section at San Sebastian, which will showcase the latest and best action sports and adventure movies.

This is the first time that a major festival has inaugurated an extreme sports section, said Sophokles Tasioulis, Red Bull Media House head of cinema and international theatrical sales.

For the film biz, Savage Cinema also has wider implications. Red Bull Media House and San Sebastian both crave a cherished but »

- John Hopewell

1 item from 2013