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Sunday, September 2, 2012
Ski film company and Al Gore unite

By Keith Hamm

A couple of icons in their respective fields -- ski film company Warren Miller Entertainment and climate-change harbinger Al Gore -- have announced a partnership that finds common ground with all stripes of winter-sport enthusiasts.

Their new campaign, "I Am Pro Snow," will distribute the message of Gore's "Climate Reality Project" across Warren Miller Entertainment's massive fan base. The campaign kicked off in Salt Lake City, Utah on Friday with the premier of Miller's 63rd film in as many years, "Flow State."

"For Warren Miller Entertainment, their enthusiastic and committed fan-base has a vested interest in great snow seasons, and understanding the impact of climate change on ski seasons is critical," the project's press contact, Bill Rigler, told "[And for] the Climate Reality Project, this is an important opportunity to reach out to key, non-traditional stakeholders in an exciting and appealing new format."

As "Flow State" -- a feature-length look at world-class skiing and snowboarding in Chile, the Arctic, Norway, Switzerland and North America -- kicks off a nationwide 90-city tour, the accompanying campaign aims "to foster a dialogue about climate change," says Rigler. "[I Am Pro Snow] intend[s] to mobilize winter sports enthusiasts everywhere, and to promote our shared love of winter recreation. The point of the collaboration is & getting people to talk about climate change. [The] campaign is for everyone who works and plays in the snow."

"Warren Miller Entertainment has an incredibly passionate audience that celebrates winter," Johnny Alamo, Warren Miller Entertainment's executive director of partnerships and strategic alliances, said in a statement. "Going to [see Warren Miller films] is a family tradition that has been passed down to generations to embellish their lifestyle. [It's] a lifestyle that all of us are deeply connected to and thus our mission is to help the Climate Reality Project raise awareness via our film, and [to] foster a community of moviegoers and ski-industry partners whose passion and livelihood depend on a sustainable future."

"Beyond the global scientific consensus about the climate crisis, we can now look in our own backyards to see the impact of manmade climate change," added Gore. "Anyone who spends time on a ski slope or in the backcountry can see how this crisis is changing weather patterns and ecology, with major impacts on the outdoor activities we enjoy with our friends and families. Climate change is a reality that is here, today." Former Vice President Al Gore starred in the 2007 Oscar-winning documentary "An Inconvenient Truth," and wrote the 1992 best-seller "Earth in the Balance."

He is scheduled to speak during one of November screenings of "Flow State." The date and location will be announced at the "I Am Pro Snow" website.