Videos have evolved to become the backbone of the sport. Many companies rely heavily on their professional riders to help in promoting their product in these videos. These videos began as a way to show what can be done on a snowboard and have now become a major marketing tool in the industry. One example would be The White Album, a snowboarding film from Shaun White, that includes cameos by Tony Hawk and was sponsored by PlayStation, Mountain Dew and Burton Snowboards, just to name a few.
Snowboarding has also been the focus of numerous Hollywood feature films, quite notably the 2001 movie Out Cold, which included appearances by several renowned professional snowboarders as stunt performers, actual characters, or both. Out Cold is one of few major motion pictures to show snowboarding rather realistically and to exhibit a real understanding of the sport, as well as the culture that surrounds it.