July 22, 2005 (Press Release) --
Las Vegas, NV – Filmmaker, Robert Alan Axelrod, along with a large contingent of American motorcycle enthusiasts, plan to protest the July 26, 2005 Elton John performance taking place at Ceasar’s Palace.
Axelrod is the director of the new comedic feature-length documentary, Heart of the 100th, which chronicles the events surrounding the legendary Harley-Davidson® 100 year anniversary celebration in Milwaukee, 2003.
“We want Elton to apologize for his lack of integrity,” says Axelrod, referring to the pop star’s performance as the headliner of the well-hyped “mystery” concert, the crescendo to a week-long celebration that attracted hundreds of thousands from 47 countries. The selection of Elton John was viewed by many as a poor choice.
.“Even Elton knew he didn’t belong, saying ‘I really don’t have any biker songs,’” recalls Axelrod. “Heart of the 100th, explores the irony of this performer representing this moment in motorcycle history.”
Axelrod is in town for the Video Software Dealers Association (VSDA) trade show at which his film, Heart of the 100th, will be showcased by distributor Chrome Productions from July 26 to 28 in suite 2868 at the Bellagio.
The film follows one man on a self-appointed mission to capture the Heart of the 100th. But the odds are against him. He’s not a professional filmmaker. He’s not good with people. And, he rides a “bitch’s bike.”
As an official selection of the New York International Independent Film and Video (NYIIFV) Festival, Heart of the 100th, will make its Hollywood premiere at the Laemmle Fairfax Theatre in Hollywood (7907 Beverly Blvd) between September 23-29, 2005 (dates and times TBA). In conjunction with the premiere, Heart of the 100th production company BrandXFilms USA, Inc. and Chrome Productions plan a charity motorcycle ride.
Axelrod sees the Elton John protest as payback. “We anticipated the concert for months, camped out all day packed in like sardines. Rumors were running wild about the Rolling Stones and U2. But, Elton John?”
BrandXFilmsTM (www.brandxfilms.com) is often subversive, always entertaining, and never Hollywood.
Other than the love, the film, Heart of the 100th is in no way affiliated with or sponsored or approved by Harley-Davidson®. Harley-Davidson® is a registered trademark of Harley-Davidson, Inc. BrandXFilmsTM and Heart of the 100th are trademarks of BrandXFilms USA, Inc
Axelrod is the director of the new comedic feature-length documentary, Heart of the 100th, which chronicles the events surrounding the legendary Harley-Davidson® 100 year anniversary celebration in Milwaukee, 2003.
“We want Elton to apologize for his lack of integrity,” says Axelrod, referring to the pop star’s performance as the headliner of the well-hyped “mystery” concert, the crescendo to a week-long celebration that attracted hundreds of thousands from 47 countries. The selection of Elton John was viewed by many as a poor choice.
.“Even Elton knew he didn’t belong, saying ‘I really don’t have any biker songs,’” recalls Axelrod. “Heart of the 100th, explores the irony of this performer representing this moment in motorcycle history.”
Axelrod is in town for the Video Software Dealers Association (VSDA) trade show at which his film, Heart of the 100th, will be showcased by distributor Chrome Productions from July 26 to 28 in suite 2868 at the Bellagio.
The film follows one man on a self-appointed mission to capture the Heart of the 100th. But the odds are against him. He’s not a professional filmmaker. He’s not good with people. And, he rides a “bitch’s bike.”
As an official selection of the New York International Independent Film and Video (NYIIFV) Festival, Heart of the 100th, will make its Hollywood premiere at the Laemmle Fairfax Theatre in Hollywood (7907 Beverly Blvd) between September 23-29, 2005 (dates and times TBA). In conjunction with the premiere, Heart of the 100th production company BrandXFilms USA, Inc. and Chrome Productions plan a charity motorcycle ride.
Axelrod sees the Elton John protest as payback. “We anticipated the concert for months, camped out all day packed in like sardines. Rumors were running wild about the Rolling Stones and U2. But, Elton John?”
BrandXFilmsTM (www.brandxfilms.com) is often subversive, always entertaining, and never Hollywood.
Other than the love, the film, Heart of the 100th is in no way affiliated with or sponsored or approved by Harley-Davidson®. Harley-Davidson® is a registered trademark of Harley-Davidson, Inc. BrandXFilmsTM and Heart of the 100th are trademarks of BrandXFilms USA, Inc

Las Vegas–American motorcycle enthusiasts, plan to protest the 7/26/05 Elton John performance over a wound festering for two years – Elton's as the headline act at "the mother of all motorcycle rallie
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