“The means of distribution are transforming,” Graham Travis of Elegant Angel said presciently in 2010, “and potential customers are less and less likely to part with their hard-earned money due to the sheer extent of free porn online.” This meant, clearly, that successful porn companies had to push the envelope again, and harder, to develop products and services that answer the age-old query, “How do we compete with ‘free’?”
IPTV is growing quickly, offering a multitude of alternatives. “Freely surfing the Internet through [any] TV set is just a matter of time,” Travis predicted then. Of course, visionary porn firms did not wait to get started with content, which they began to make download-ready for everything with a screen. Joshua, CEO and director at skinworXXX, was also certain early on (2009) that “digital downloads will become more and more prevalent for movies, and products such as Apple TV will become more and more prevalent” in the future.
“iPorn” sounded about right
Joshua began preparing for the future years ago. “We have already prepared HD digital downloads of [our movies] and will do so,” he announced in late 2009, “with each and every movie we shoot [starting in 2010].” Among the largest growth areas anticipated was the mobile market for—well, everything.
With iPhones, WiFi iPods, Chromebooks and netbooks, Android phones, and tablet PCs, people began taking their adult entertainment on the road as well as downloading it during the journey. The high-tech umbilical cord had arrived, in all its invisible wireless and broadband glory, and one of the best, fastest growing entertainment providers on the web at the dawn of this enlightened era was… the Apple App Store.
It can be costly to make (softcore) iPhone apps for every porn performer in a company’s filmography. Adam & Eve took a thoughtful, measured approach to this particular technology. “We reserve the iPhone apps for our contract stars,” says Katy Zvolerin. Apps named “Adam & Eve’s Bree Olson” and “Adam & Eve’s Kayden Kross” were the debut titles in late 2009, and scores of other “starlet apps” represent both classic and current Adam & Eve starlets.
“The apps include some great images, of course, along with bios and news” about the stars, Zvolerin adds. Users, who pay less than two dollars for an app, can use the images as wallpaper, create custom slideshows, and email favorite pics to friends. The trend toward social networking goes hand-in-hand with the use of apps facilitating “sharable content,” which dovetails nicely into porn companies’ viral, social, and experiential marketing plans, too.
And what about Blu-ray?
Zvolerin had decided by 2010 that Adam & Eve would limit its Blu-ray releases to “top productions and stars,” another smart move given the cost. Joshua from skinworXXX agreed even then, opining that “Blu-ray, as great as it is, is cost-prohibitive for both adult and mainstream,” and did not see it as a big growth area, much less a money-maker. On the other hand, as many salespeople will tell you, there are still plenty of consumers who want to hold a physical product in their hands, and Blu-ray gives them the best viewing experience, bar none (so far).
Andrew Blake, who should need no introduction to film critics or fans, told this writer several years ago that he likes “the physical object as part of my appreciation, whatever the art form. I like to sit down with a physical object, sit comfortably to read a book, watch a movie.” He speaks for many porn consumers, too, when he reiterates his belief “in the physical object, not the virtual one. I want to get my hands on it as well as put my head into it.”
Elegant Angel’s Travis played it smart, realizing that there would always be “a significant market for hard products,” and his firm has maintained a strong, focused presence on the BR-DVD lists. Blu-ray players (not recorders) have dropped to less than $50, and when they hit the commodity-price level of $29 sometime this coming year, tech and porn observers may need to revisit the topic. Perhaps BR will catch on, and maybe it won’t. In Joshua’s original estimation, still as accurate three years on, it “just doesn’t have a strong enough foothold in the business to last.”
Today’s porn business reflects a very consolidated marketplace with far fewer production studios than just three years ago, and is in the midst of all manner of realignments, including a geographical one. Porn is being made in the Sunbelt, the South, and particularly Florida, now that California has become downright inhospitable to business and L.A. now has sicced the condom cops on the porn studios.
It was the desire for titillation and sex play that drove the development and proliferation of digital video and other technologies, and as the economy recovers, so will the creative energies of inventors and innovators. They know there is a constant demand for quality fare. When skinworXXX’s Joshua talks about making high-quality films, he means to push the envelope of technology “and sex, as well.” This is the attitude that made porn the world-changer that it can still be.
Advocates of “slowed-down science”—more accurately, a moratorium on scientific progress, famously (or notoriously, depending on your perspective) promoted by Sun Microsystems co-founder Bill Joy—may wish to reflect that the true price of their proposal is a joyless, dour, pornless, parochial, paranoid police state. Halting progress to clean up the Internet and “stop war” is a much faster and more dependable way to bring about The End Of Life As We Know It than any possible Frankenfood, irradiated children, or computer war games gone bad.