Category Archives: F1 and Hollywood

A New F1 Audience in America


The Cahier Archive


As part of SPEED’s coverage of Formula 1 in the United States, four races this year will be going to FOX and their affiliates, who can and do make programming decisions that affect the sport’s coverage in certain markets.  Their extended coverage of this year’s Canadian Grand Prix is appreciated by Formula 1 fans across the country, for a race that took the honor of being the longest in Formula 1 history.  Having put together over 100 viewing events with our local F1 group here in San Francisco with dozens of them shown on FOX, I can say from firsthand experience it’s not always a sure thing to have a scheduled race shown on the affiliate in our local market.

The nature of this year’s race with several gaps in action due to rain and crashes made for an epic event, especially for those who stayed on to the finish.  In a country where commercial advertising makes for several natural breaks during a race, the red flags and soaked track in Canada this year created a different kind of opportunity for fans.  Viewers normally worried about missing a return to racing after a regular commercial break took the opportunity during the extended rain delays to jump to laptop or mobile device to contribute to a growing conversation on twitter.  Fans were talking about not only the race so far, but also weather forecasts, who was at the race, and even something I was interested in:  How was everyone getting on with their television coverage on FOX?  I was almost certain part or all of the US would jump to a local sports team on their local affiliate at some point before the severely delayed race was over.

The rain delays also afforded a great opportunity for the SPEED team to engage with the many fans tweeting about the coverage, and during the fill that many broadcasters need to create during an extended break in action it was refreshing to see SPEED taking requests via twitter for highlight footage to be shown during the red flags.  Giving the broadcast the ability to sample the stream of feedback from viewers happening live once again showed the opportunity for much greater Formula 1 fan engagement with a new kind of racing fan, one that is connected, engaged, and is contributing to the experience everyone viewing and tweeting is having.

That said, there’s nothing like a live broadcast at a reasonable hour to make it possible for fans and event to come together in a much more spontaneous way as part of the total experience.  The opportunities in front of a the American Formula 1 audience this weekend weren’t lost on the celebrities tweeting about the race, from rapper Ice-T (in attendance) to gold medalist Lindsey Vonn, and next year in Austin will only create more opportunities for fans, brands, and racing to come together with something altogether different: A purpose built facility at Circuit of the Americas and a little Texas charm.

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Filed under American F1 circuits, American F1 Events, American F1 Fans, brand strategy in F1, Circuit of the Americas, F1 and branding, F1 and business, F1 and Hollywood, F1 and Social Media, F1 and technology, F1 broadcasters, F1 broadcasting in America, F1 in America, United States Grand Prix, United States Grand Prix in Austin

US Release Date for ‘Senna’


The Cahier Archive


‘Senna’ has been gaining momentum stateside as the film’s director, Asif Kapadia, has announced via twitter that the film will hit US screens this July.

Autoweek recently reported that the film’s official release will be on August 12th, and announced a distribution partner for the film also.

Recently, the film climbed to the #1 spot on IMDb’s documentary list, confirming early praise the film’s been getting around the rest of the world.


The movie has seen a limited release in New York and Los Angeles, and has been shown this year at Sundance, where it took the audience award for best ‘World Cinema International Documentary’.  Most recently, the film was entered at the SXSW film festival, where it was met with high marks and a reception put together by the organizers of the Austin 2012 race.

Find the official film page on Facebook here.


Filed under American F1 Fans, American release of 'Senna' film, Events, F1 and Hollywood, F1 and Viral Media, United States Grand Prix in Austin

‘Senna’ Film at 2011 SXSW Film Festival, and This Weekend in NY and LA Theaters

The new film Senna has made a great splash in the United States recently, taking the Audience Award recently at the Sundance Film Festival.  The news has gotten out that newcomers to the sport as well as longtime fans of the three time world champion love the story of Ayrton Senna and his race to the top of his profession.

It was announced today that on the heels of the film’s great reception last month in Park City that it will be featured at the 2011 South by Southwest Film Festival, held March 11-19 in Austin, TX, which is also home to the 2012 United States Grand Prix.

A film like this has a story and subject so powerful it has captivated F1 fans and non-fans alike, and many across the US are waiting patiently to catch a glimpse of rare and unseen footage of one of the sports’ best.  The film’s wider appeal is a great opportunity for the 2012 race organizers to energize the community with a very human story in a technical sport many love and follow passionately.

Screening at SXSW has been listed here with two dates, March 12th and 17th, so be sure to check out this if you’re in the area.  Also, a limited release of this soon to be classic film has made it out in theaters in New York and Los Angeles for a week’s showing, and will see a wider release in US theaters later this year.

The New York City Formula 1 group has a meetup in the East Village for a showing this Sunday with a pretty large group already RSVP’d, please comment with other groups in your area interested in the film.


Filed under American F1 Events, American F1 Fans, American release of 'Senna' film, F1 and Hollywood, F1 in America, Uncategorized, United States Grand Prix, United States Grand Prix in Austin