During the summer of 2010, the Maloof Money Cup's New York City and Orange County skate contests each got an hour show on Fox, one of the world's most-watched television networks.
This year, contest executives are moving all that world-class skate action from the small screen to the big screen, with the theatrical release of the Maloof Money Cup contest in South Africa, to be held next month in Kimberley.
"[What we're doing] is unprecedented," Maloof Money Cup's director of skateboarding Tim McFerran told ESPN.com. "Showing the contest in a movie theatre will give kids an opportunity to get in that communal environment to watch a major skate contest on the big screen."
The contest movie will show in major markets at Regal, AMC, and Edwards theatre chains, according to Maloof's media team at Limelight Public Relations.
Also part of the plan is to personalize the silver-screen spectacle with home-movie footage from the Maloof's ongoing video contest, where any skater with a camera can upload a one-minute clip -- the best of the best will be screened with the South Africa contest movie at theaters across the U.S.
Last summer, the South Africa contest drew capacity crowds to a brand new, Maloof-funded concrete skate plaza donated to the community after the event. (Straddling that fine line between am and pro, 19-year-old Ishod Wair came out on top in the pro street division, taking home a check for $100,000.)
Since then, Maloof skateboarding has made deeper inroads internationally, presently negotiating with "about 20 countries" to host Maloof events through 2015, McFerran said.
"There have been great opportunities for us to branch out," he said. "We've decided to focus on the international side. This marketplace has gotten pretty crowded [domestically], and we need to go where the growth is. We were battling for Southern California, then we realized that the growth on skateboarding is international now."
Since the Maloof's first event in South Africa last year, sales of skate equipment and apparel are up 10 percent throughout the country, according to Marketwire.
Backed by the same family that owns the NBA's Sacramento Kings and the Palms Casino Resort in Las Vegas, the inaugural Maloof Money Cup was held in 2008 during the OC Fair in Southern California. Since then, according to McFerran, the Maloofs have spent more than $3 million domestically building public skateparks and have always enlisted respected pro skaters to consult on contest courses and formats. When it comes to skating, he says, the Maloof M.O. is to be "credible to the core and appealing to the masses."
The Maloof Money Cup runs Sept. 28-30 in Kimberley, South Africa, and will be released in theaters nationwide on October 2.