Adam & Eve, Zero Tolerance Team for ‘RollerDollz’

Joanne Cachapero
CHATSWORTH, Calif. — Production companies Adam & Eve Pictures and Zero Tolerance are teaming up to produce “RollerDollz,” an adult feature set in the action-packed world of women’s roller derby. The title will be co-helmed by award-winning director James Avalon and Zero Tolerance contract director Mike Quasar.

“Basically, we wanted to do a movie based on the roller derby craze of the ‘70s, which has made a comeback of sorts lately,” Adam & Eve’s Peter Reynolds told XBIZ.

“We thought it would be a really cool thing if we brought in a company like Zero Tolerance, which is known for really good gonzo material. We’re known as a couples-friendly company,” Reynolds explained. “They have certain strengths and we have certain strengths, and together, with this project, I think we both bring a lot to the table.”

Zero Tolerance President Greg Alves told XBIZ that Adam & Eve had approached him with the project after the companies had done a “girl swap” last year. At the time, Zero Tolerance contract performer Courtney Cummz appeared in Adam & Eve’s 2007 blockbuster “Eden” and Adam & Eve contract star Carmen Luvana appeared in “Dreamgirls” for Zero Tolerance’s sister company, Third Degree.

“We had a light conversation about it, and then they came back and said they wanted to do it,” Alves said. “We loved the concept and it looked like something that was a good match for the two of us. What we’re trying to do is integrate the sex of a gonzo with the story of a feature and hopefully, our goal is to get the best of two worlds out of it.”

“RollerDollz” begins production in early March, and will feature two roller derby teams divided along company lines. Reynolds excitedly described each team as having their own look, with the performers in specially designed roller derby costumes.

The Adam & Eve team will include contract stars Bree Olson, Ava Rose and Kayden Kross, as well as former professional skater Sunny Lane.

The Zero Tolerance team will be led by Courtney Cummz, and includes Alektra Blue and Teagan Presley.

Sasha Grey is also signed onto the project and may be cast as an independent skater, with Penny Flame and James Deen also slated to appear.

Though Lane, Cummz and Blue are already strong skaters, all of the performers have been practicing their moves both on and off the rink.

“They just had a second day of practice skating, and they just did one day at the [Santa Monica] Boardwalk and we picked up some footage of them there,” Alves said. “That’s all part of the story.”

Reynolds was very excited by the impeding promotional campaign, which will kick into high gear in July when Adam & Eve throws a bash at the Palms Casino and Hotel in Las Vegas. The pre-launch event will take place prior to the “RollerDollz” release, which is scheduled for early September.

“Last year we hade a really big party at the Palms Casino,” Reynolds said, describing the release party for “Eden.”

“This year, we’re gonna do it for ‘RollerDollz.’ And we’re going to have a complete roller derby rink inside the party,” he said. “We’re going to have a professional roller derby team; at least one, but we’re working on two. We definitely have the Las Vegas professional team who has the best name ever — it’s a PR dream — they’re the Las Vegas Sin.”

The roller derby premise lends itself to merchandising possibilities that Reynolds and Alves are sure will make “RollerDollz” one of the most talked-about titles of the year.

“We’re going to put together a really, really distinctive package,” Reynolds said. “It’s going to have the appearance of a roller skate. There will be no confusion – this movie is going to stand out in every way.”

For retailers, point-of-purchase displays, posters and other marketing materials will accompany the release.

Retail merchandise will include a 16-month “RollerDollz” calendar that showcases each team and then each performer individually. And though nothing is confirmed yet, Reynolds said that it is possible the movie will spin off into a clothing line and other items that will appeal to a younger, female-friendly demographic.