Action sports film company Teton Gravity Research is looking to break through to the mainstream, this week announcing the hiring of former UFC exec STEVEN GRAY to oversee growth initiatives and new revenue opportunities. One of Gray’s focuses will be securing wider distribution for TGR’s feature films. "I believe that I’m able to broaden (our reach) in the sports world … and distribute the stories that we tell to the casual sports fan," Gray said. TGR recently landed its most notable distribution deal, partnering with HBO on last year’s "Lindsey Vonn: The Final Season." Coming next year is a four-part series with HBO, and it is up to Gray to make sure more such distribution deals are on the way. "We’re in conversations with multiple distributors and original content providers," he said. Gray also will oversee the upcoming launch of a free-to-watch over-the-top platform that will offer viewers a 24-hour simulated live content loop and on-demand offerings. At UFC, Gray oversaw marketing deals with the likes of Amazon, Netflix, Motel 6 and BodyArmor, which activated around the promotion’s PPV events. He similarly hopes to grow TGR’s brand partnership business, particularly around film tours. Gray said, "We do over 150 shows across the world showcasing any sort of film release. Fans can buy tickets and be immersed in the TGR experience. And we have the opportunity to incorporate brands and athletes."
LOOKING AHEAD: "Nobody is buying a logo on a movie these days," said TODD JONES, who co-founded the Wyoming-based TGR in '95 with his brother, STEVE. "We’re doing social campaigns, crossing partner platforms, creating digital content, using athletes as influencers for a brand. Really, by the time you get to the signature content, all the stuff that came prior to that is … what these partnerships are about." TGR is looking beyond distribution and sponsorships. The company has a branding deal with Continuum, a Jackson Hole hotel being marketed as the "home base for the adventurist," and runs four retail locations; merchandise now accounts for more than one-fifth of the company’s total revenue. "Six years ago it was like 2%," said Steve Jones. He added, "Our goal over the next five years is to be able to turn away anything that doesn’t have some sort of TGR visibility and integration and brand growth."
