Seriously? What are they, the skiing mafia or something, only the chosen few with inside knowledge and secret handshakes should ever go see their movies?
I've been skiing park since before we allowed to ski parks, worked in parks, for park ski camps, park competitions, and park filmmakers etc. and I have no idea what it stands for. But it's "common knowledge" hey?
Get out of your little bubble for a change and try being stoked that people want to see a ski movie (without researching details about the production company first). If they like the movie, then maybe they will become a big fan and go find out pointless details like that, and then you can have some more bros in your coolguy club.