News

Fans in Vegas can view Versus producer’s acclaimed PBR film

LAS VEGAS (November 5, 2009) - Friday afternoon, PBR fans will have their first opportunity to see the highly-anticipated documentary “This is Not a Rodeo!”

Produced by Joe Loverro, who has produced the weekly Versus PBR broadcast since 2004, the film chronicles the success of the PBR and gives viewers a chance to “see the way the sport has grown in 15 years.”

As Loverro explains, the film is more than just look at the dream of the founding members. In fact, “the framework of the storyline is the 2007 season.” Not only did Justin McBride win his second world title that season, but he also became the face of the PBR and one of the first riders to truly realize what the PBR was able to provide him.

“He’s basically living the dream,” said Loverro, who in spite of being “Joey from Jersey” when he first got involved with the sport, instinctively knew he wanted to make this movie.

To listen to Loverro’s entire interview select the “Behind the Chutes” tab on the left hand column of www.pbrnow.com homepage.

When asked about the film and Loverro’s approach to storytelling, television announcer Justin McKee said, “He does a great job.”

McKee’s broadcast partner and Loverro’s longtime friend Craig Hummer added that Loverro has a passionate personality, which comes through in his storytelling as well.

The world premiere, which is open to the public, will take place Friday at 2 p.m. at The Lion King Theater inside the Mandalay Bay Hotel. The screening will be preceded by a VIP reception hosted by Hummer that takes place at 1 p.m.

For more information about the film or to order it on DVD, log onto www.thisisnotarodeo.com.

—by Keith Ryan Cartwright, PBRNow.com