Lurid Entertainment Targets Xbox Hi-Def Market

LAS VEGAS — Lurid Entertainment used a bank of flat-screen plasma TVs and colorful banners baring its new “Lurid HD” logo to drive home one point to attendees at the Adult Entertainment Expo: Lurid shoots, edits and delivers in high-definition.

“What many people don’t understand is that most companies shooting in hi-def don’t edit in hi-def,” Lurid President Guy Pham told XBiz. And that, according to Pham, can make a world of difference in the picture quality of the final product.

Judging from the reactions of show attendees stopping by the Lurid booth, he has a point. A few literally blurted out, “Wow,” while viewing the movies on display.

Pham started Lurid Entertainment a year and a half ago with a goal of being among the first to take full advantage of a technology he said few truly understand.

A number of adult studios already are releasing hi-def versions of their DVDs, usually in two-disc sets with one hi-def disc and one “down-converted” standard disc. Because there are no commercially available hi-def DVD players, the hi-def discs could only be played on PCs.

But the latest version of Microsoft’s Xbox, the 360, plays hi-def discs, a fact Pham said opens up huge market opportunities for producers. Once customers see a sample of what “true” hi-def looks like, demand should increase, he believes.

Pointing out goose bumps on a performers skin, Pham added, “This type of picture has never been possible on a TV. We want to make it as real as possible. Sure, there’s a whack factor involved, but we also shoot the movies in a way that adds something to the hi-def experience. People respond to it.”

To help promote its hi-def offering, Lurid is giving away three Apple Video iPods and an Xbox 360 during the show.

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