Although Swank Digital began releasing titles in early 2005, Pure Play secured exclusive distribution rights to the AVN winner for "Best New Video Production Company" late last year.
As part of that deal, Pure Play also will be the exclusive distributor of other video lines based on well-known magazines from Paramus, N.J.-based Swank Publications, including both Genesis and Gallery. All will be produced by Swank Digital, headed by former Hustler Video executive James Baes.
“This is the same model we have with the Score brand name, using the magazine to support the video line, and with Naughty America, which is backed by a strong Internet presence,” Arnold told XBiz. “There were so many compelling reasons for us to work with Swank, but the No. 1 reason for me was James’ involvement. He has a track record for success. When you add that to the name recognition these magazines have, you get a really exciting product.”
Launched in 2001, Pure Play distributes products from Seymore Butts, Suze, Randall, Private and Naughty America, among others. Arnold told XBiz that the company will continue to seek out new lines that compliment its existing product offering, including a push to establish a presence in the gay market some time this year.
“We might also consider a harder gonzo line, but we would have to find the right director,” he said. “The one thing I won’t do is take on a brand that duplicates a brand we already carry.” For that reason, Arnold said, Pure Play will not handle videos based on Swank publications’ Gent magazine because its content, like that of Score, is focused on the big-bust niche.
