“We have really ramped up our release schedule over the past few months,” Pink Visual’s Mark Wilson told XBiz. “Our growth strategy calls for us to release eight new titles a month. We have had no problems hitting this mark, and we have content to cover many months of new releases.”
Pink Visual began releasing DVD titles in 2004. Wilson said the company recognized that home video has always been a big part of the adult industry and saw an opportunity to tap into another market for its products. A handful of other online companies were successfully repurposing their content for DVD, and Pink Visual executives decided the potential rewards were too promising to pass up.
“We also saw a lot of potential in the cross marketing department,” he said. “Our DVD line has allowed us to promote our websites and brought us greater name recognition.”
Thanks to the sheer quantity of its websites, Pink Visual serves virtually every major niche. The most popular lines are MILF Seeker, Her First Lesbian Sex, Teens for Cash, Bang Boat and Gay Blind Date Sex.
Wilson reports that distribution has been strongest on the East and West Coasts, but the company has also picked up distributors in Canada as well as far flung locations such as Australia, Finland and the Netherlands. Sales have been so strong that the company recently opened a Los Angeles office.
“Retailers have been a little surprised by the demand they’re getting for our product,” he said. “Our fans have really taken to our DVDs, and it looks as if the word is spreading. Our loyal supporters like that the girls look like ‘regular girls’ they could meet on the street. The fact that the ladies really get into their ‘roles’ is also much appreciated.
“The biggest challenge I’ve seen is gaining market share. The adult film industry has been around for quite a while now. The Internet is the baby of the industry. To get into the DVD side of things, we had to compete with some of the most established companies in the business. Trying to get our repurposed titles put on shelves alongside Vivid, Hustler and Metro was not easy.”
On the flipside, Wilson said, the company has had one great advantage: name recognition. Between Pink Visual’s own Cyberheat sites and thousands of free hosted galleries on TopBucks affiliate sites, the company already had millions of fans who knew about its work, which has helped drive its growth.
Pink Visual also has the advantage of a direct marketing channel through the members areas of its own websites, all of which link to SmutDVDs.com, a site dedicated to selling its DVDs. The company currently offers 53 DVD titles, including its latest, "College Wild Parties, Volume 2," "His First Huge Cock, Volume 4" and “MILFSeekers 6.”