Travel: February 2008 Archives

I had the distinct pleasure of being invited to the Auto Club Speedway in Fontana, California yesterday to join the Best Buy team in a little car racing revelry! We weren’t the only ones excited to watch the NASCAR Sprint Cup Auto Club 500 as thousands of dedicated fans turned up in the rain.

Members of our team were given a private tour of the grounds, even getting to watch the #19 Best Buy Dodge go through a series of serious inspections. What a process! It was fascinating to follow and observe the pit crew working together, completely unaffected by the pouring rain. The inspection provided an opportune time for taking photos of the car’s new “skin”, with the hood, sides, and decklid covered in U2 3D!

On the “as far as the eyes can see” two-mile oval at the track formerly known as California Speedway, Elliott Sadler was ready to debut the U2 3D-wrapped race car but it was not to be. After hours of waiting and several attempts to dry the track, the race finally commenced only to be delayed again due to inclement weather. Late into the evening, NASCAR finally called it quits and rescheduled the conclusion of the race for today. Although I did not get to enjoy the thunderous roar of the vehicles, it was an incredible experience to see our film be a part of American popular culture!

As part of the 2008 Jameson Dublin International Film Festival, U2 3D had its European Premiere at Dublin’s Cineworld on Parnell Street last night. The air was especially electrifying as the large crowds cheered on the hometown heroes.

Irish rock band U2, Co-Director and Producer Catherine Owens, Producers John Modell, Jon Shapiro, and Peter Shapiro, Executive Producers David Modell and Sandy Climan, and Visual Effects Supervisor Dave Franks were all in attendance with friends and family, including American sports legend Art Modell and his wife Pat. Celebrity guests included Gavin Friday, Alison Doody, Jodie Kidd, Slane Castle owner Lord Henry Mountcharles, Stephen Rea, and U2’s band manager, Paul McGuinness and his daughter Alexandra.

With an overflowing audience, U2 3D was shown on two screens with the band introducing the team behind the film. Early in the evening, Bono anecdotally recounted a humorous incident that occurred on his seventeenth birthday with long time friend and U2 collaborator Catherine Owens. Donning customized polarized glasses specially designed for the band for the 3D cinema premiere, the band was ready to once again attend a U2 concert with a full house. Maybe for the band, attending the a screening of U2 3D is in fact, sometimes better than the real thing!

While at the Sundance Film Festival, I had an opportunity to sit and chat with John Fahey, CEO of National Geographic. We discussed his interest in U2 3D and how National Geographic's innovative business models continue to sustain the nonprofit's core mission.

What was it about U2 3D that felt right for it to be the first film distributed by National Geographic's new entertainment division?

We're the premiere distributor of large format films and U2 3D looked to us, like the best film out there beyond the films that we make. Also, the band U2, what they stand for, and world music is something the Geographic as an institution is really interested in. In many ways U2 is the ultimate Irish band and a band of the world. And world music is the purest signature of any culture. We were intrigued by that fact and we are getting into the music business ourselves. The message of the band is attuned with what the Geographic really cares about.

You've been quoted as saying, "National Geographic was created as a nonprofit to inspire people to have a lifelong appreciation for the planet and its people. Our mission hasn't changed." Does U2 fit that ideology?

They do in a number of ways. They make great music and they stand for quality and the Geographic stands for quality. Some of the principals, philosophies, and values that this band seems to have are similar to the values that the Geographic has. I'm really intrigued by the fact that these guys want to stay ahead of the game. They want to be out in front and this is a place the Geographic hopes to occupy in the future. National Geographic wants to be more cutting-edge than it may have seemed in the past.

How did you find out about U2 3D?

We knew it was coming because of our relationship with 3ality Digital. We've been very intrigued in 3D technology for filmmaking and because of our interest in IMAX, we've been immersed in 3D and the tech side of filmmaking already.

Have you ever been to a U2 concert?

I've been to several U2 concerts back in the 80s. I think it was the late 80s when they were in Washington D.C. They're still the greatest band! Then I saw them about two years ago when they were last in D.C.

How does a live U2 concert experience compare to the 3D film experience?

The 3D experience is comparable. At some level nothing beats being at a rock concert. That being said, this is awfully close. Unless you've got a great seat, this can be better!