Itu's Bones Hits the Shelves

February 21, 2012 2 min read

Done and dusted!

It's been a long time coming, but we're delighted to let you know that Itu's Bones is finally finished and ready to roll out.

The film tells the story of expert Bonefish netter Itu (pronounced ee-too)Davey as he makes the journey from subsistence gill-netter to pro fly fishing guide.
Itu's Bones is a compelling story that features gorgeous images of the Pacific and truly incredible Bonefish action on fly. (And these Bones are jumbo size) We're particularly proud of this production as not only has the film made a positive impact in helping protect a species and establish fishing reserves, but it shows just how much one man can achieve when he puts his mind to it.


As a result of initiatives by the Cook Islands Government and Ministry of Fisheries, over 700 hectares of Aitutaki lagoon have gone into reserves and protected areas to enhance habitat and protect the species.
Testimony to the benefit of declaring a fish a "Sports Species"

We take our hats off to Ben Ponia and the staff at the Cook Islands Ministry of Marine resources - their dedication and hard work has reaped astounding results for a project that, at times, has been somewhat controversial. The Ministry and people of the small Island of Aitutaki have shown the foresight and fortitude to make decisions that very few larger corporations have had the courage to make. 
They have set a shining example of what can be achieved in establishing a sustainable recreational sports fishery.


Of all the outcomes derived from the Aitutaki Bonefish project perhaps the most compelling is what Itu himself has achieved.
From selling five Bonefish for $20 dollars, Itu now runs a successful catch and release guiding business. He has gone on to run two flats skiffs and employs his two brothers, Tia and Rua.
This year they have advance bookings of more than 100 days.

Itu's Bones was produced with help, support and encouragement from SageCosta and Patagonia
Of late I've noticed that film makers have come in for criticism for taking on and featuring commercial sponsors - the fact of the matter is that films such as this would be impossible to make without the support of sponsors such as ours, and for this I thank them. Itu's Bones - Official Trailer
Itu's Bones Trailer - Fly fishing for Bonefish on Aitutaki
Watch the Video
***** 1 ratings 11 views
 A 10 minute featurette of the film has been showcased on the home page of the new Sage website for some months, to date the clip has amassed over 16,000 views.The short can be viewed on our YouTube channel here.
Itus Bones Featurette Fly fishing Bonefish
Watch the Video
***** 72 ratings 6,780 views
Itu's Bones
Runtime: 90 minutes
Format: PAL (AU, NZ, Europe) or NTSC (USA, JAPAN)Distributed in: USA, Europe, UK, Australia, New Zealand, and available from your local fly shop (if they haven't got it - encourage them to hurry up and get it in)A zipped file containing Web ready artwork is available for download here 
If you would like larger files or an alternate format please let me know.Itus Bones - Front and Back coverItus Bones - Inside CoverCheers, and best regardsCarl & Jeanie
On the Fly Productions
www.ontheflyproductions.com

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