News

PBR documentary to make Vegas debut

Versus producer to screen movie on second weekend of Finals

LAS VEGAS (October 20, 2009) - “In my career, this was one of the hardest things I’ve ever had to do.”

Those were the words of Joe Loverro, executive producer of the PBR’s weekly broadcasts on Versus. He wasn’t talking about the Built Ford Tough Series events he’s been part of for the past five seasons, though. Instead, he was speaking ofthe documentary film This Is Not a Rodeo! he produced.

“To me, it’s just been one of the great American success stories,” said Ty Murray, referring to the continued growth of the PBR.

That story has been captured in Loverro’s film.

A year after finishing the film, Loverro will premier This is Not a Rodeo! at a public screening in Las Vegas on Friday, Nov. 6. The event, which will feature a VIP reception at 1 p.m. followed by the movie at 2 p.m., will take place at the Lion King Theater located inside The Mandalay Bay Hotel.

The event will be hosted by Versus broadcaster Craig Hummer. To purchase tickets, log onto www.thisisnotarodeo.com.

The 75-minute film is a historical piece that showcases what the PBR has become since the original co-founders conceived of the idea to start a professional league in 1992 with only a $20,000 investment.

“I knew the sky’s the limit,” said co-founder Cody Lambert, “but I didn’t know how far up into the sky we could go.”

“These guys,” Loverro said, “tell them that they can’t, and that’s what pushes them even more.”

With unprecedented access, Loverro set out to tell what he calls the “true, complete, honest story,” which also meant dealing the PBR’s well-publicized split with original co-founder Tuff Hedeman.

“This is the first time that he publically speaks about his split with the PBR,” Loverro said.

“I allowed both sides to tell their side of the story—that is what I set out to do and we did that.”

Last year, Loverro screened the film for Ty Murray, Cody Lambert, Randy Bernard, and Justin McBride, who plays a major role in the storytelling. He then had another showing in Pueblo that was attended by a majority of the current Top 40 bull riders in the PBR.

“Me and the rest of the spoiled little brats owe every bit of it to those 20 guys who stuck their necks out there and put their thousand bucks out,” McBride said.

That honest conflict is what Loverro and co-producer Erik McMichael are hoping will open up their film to a wider audience.

McMichael also wrote and edited the film for Grandview Entertainment, while Loverro has worked with executive producers Chris Carter and Jim Kreitman.

Synopsis taken from the film’s site:

This Is Not a Rodeo is a declaration that marks the opening of every Professional Bull Riders event – a simple statement that summarizes the mission of the 20 bull riders that parted ways with rodeo in 1992 to start a bull riding league of their own. These men considered themselves the stars of rodeo and were supremely confident that bull riding could thrive as its own sport.

No longer would they share the spotlight and, more importantly, the prize money, with those they considered inferior rodeo contestants. So strong was their belief in this concept that each invested $1,000 of their own money.  A seemingly modest investment, but for rodeo athletes of that era this was a giant leap of faith.

From that $20,000 the Professional Bull Riders – or PBR – was born. It’s an organization that, sixteen years later, is among the fastest growing in all of sports, and was recently purchased by Spire Capital, a New York based venture capital group, for nearly $100 million. Thus culminating one of the great American success stories in recent history, and like any success story this one is not without its share of drama and conflict.

A story made greater when you consider these men are real-life cowboys. Much of their success can be attributed to the shared code they live by, and how tough it is to make a living at what they do. In reality, bull riders fail more often than they succeed, and perform under the pressure of knowing that each ride can be their last.  They have faced that danger and every other challenge with a brand of bravery that has come to define them, and has now enriched them beyond their wildest dreams.

NOTE: In the coming weeks, log onto www.pbr.tv to listen to a series of Podcasts with filmmakers Joe Loverro, Erik McMichael, Christopher Carter and Jim Kreitman. There is already one Podcast posted from this past weekend in which Loverro’s longtime friend Craig Hummer talks about the film.

NEWS and NOTES

Road to Vegas: All roads are leading to Las Vegas! At this time of the season, the PBR is all about the World Finals, which is Oct. 30 through Nov. 8. Call  866-PBR-SHOW  866-PBR-SHOW  for ticket information or log onto www.unlvtickets.com to order your tickets for what will be one of the tightest finishes for the world title.

Winter reading program: The PBR has released a new 176-page hardcover coffee table book, “The Official Guide to the Toughest Sport on Earth,” this month through Triumph Books.

The book is available wherever books are sold. It retails for $29.95, and will available at all PBR merchandise stands throughout the upcoming World Finals.

In fact, plans are in place for an official book launch signing featuring Flint Rasmussen. Other signings are also in the works with various bull riders competing at this year’s Finals. The book, which is illustrated with 211 full-color photos, was authored by Jeff Johnstone and Keith Ryan Cartwright. Ty Murray wrote the forward.

—by Keith Ryan Cartwright

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