When we last checked in with Calgary’s Flannel Crew, they were putting the finishing touches on two years of work to create STRAIN. The crew’s second feature film takes what they learned making their debut, The Nomad, adds their trademark infectious levels of stoke and brings in a new element: their lives beyond the bikes.
That mix is proving potent. STRAIN’s Alberta and B.C. premiers both sold out. Another showing in Edmonton is up next. After that, the crew is taking a bit of time to recover. But only so they can be at their best when STRAIN heads to Quebec, France and… maybe your home town next?
I caught up with Flannelers Joey Reinheardt and Austen Tanney to find out how the first two premiers went, what goes into the perfect mountain bike movie screening and how (and why) they want to see STRAIN screen near you next.
Canadian MTB: This is your second string of movie premieres. How’d the STRAIN events compare to screening The Nomad?
Joey Reinhardt and Austen Tanney: Great question.
Second time around, we actually knew what the hell we were doing.
We had a way better sense of what worked—and what didn’t—from The Nomad. Biggest upgrade? We didn’t cheap out on the cinema package this time. No Fivesr specials. We went straight to the pros. Every little thing that made us cringe in hindsight after Nomad got cleaned up, and that alone felt like a massive win.
The Flannel Crew levels up while fighting to save their home
The other big shift was patience.
The first time, you book a theatre (which is not cheap), and when ticket sales don’t instantly roll in, you start spiralling a bit wondering if you’re about to eat the cost. But mountain bikers are a unique breed—if there’s dirt to ride, they’re riding. Ticket buying becomes a last-minute decision. Knowing that helped us stay calm and trust that things would fill up closer to showtime—which they did.
And honestly, we’ve just gotten better on stage.
Austen dialled in the passion behind the film. Tristan spoke to the filmmaking side in a way that really connected. Joey came in to fire up the room, crack some jokes, and thank sponsors like he’s legally obligated to. And Bryant closed things out launching prizes into the crowd like a madman.
Huge credit to our sponsors too—they absolutely showed up and made the whole thing feel big.
CMTB: What’s the secret to a great premiere event?
JR and AT: Get the crowd involved. Period.
We’ve hosted premieres for…
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