“We are excited to work with Mobival and tap into their extensive experience and contacts in the mobile space to expand the Hustler presence to an even larger fan base,” LFP Broadcasting President, Michael Klein said. “We are confident that the huge popularity that we see currently from other Hustler-branded ventures in those territories will translate into a big success in the mobile arena.”
The deal allows Hustler to capitalize on its recognizable brand, logo and unique product lines like “Barely Legal,” “Busty Beauties” and “Asian Fever.” The licensing agreement covers the mobile content delivery of video clips, animated GIF clips, wallpapers and photo sets, along with interactive services like SMS chat and webcam video chat. Mobival also will promote Hustler mobile television channels to carriers that support mobile TV platforms.
Ofer Zur, co-founder and director of business development for Mobival, sees the mobile sector as a natural extension of Hustler’s content offerings. With TV channels, adult video production, websites, retail stores and strip clubs all under the Hustler banner, Zur sees this deal as a way for the adult conglomerate to reach its fans in a personal way — on their mobile device.
“The Hustler brand is one of the most recognizable brands in the world,” Zur said. “It’s a pop culture icon. We are certain it will generate significant traffic and usage on mobile Internet portals. Operators are looking for the top adult brands to be included in their on-deck offerings, and Hustler delivers them.”
In May, Hustler parent company Larry Flynt Publications Inc. filed a cross complaint against Santa Monica, Calif.-based Giant Mobile, which earlier this year filed a $23 million suit against LFP.
Klein said LFP elected to terminate its license agreement with Giant after conducting an audit of Giant’s books and records.
In April, Giant announced that it had filed multiple claims against LFP for breach of contract and interference with contractual relations. According to lawsuit, LFP reneged on its two-year-old agreement with Giant in order to cut a better deal with another company.
Klein said the company also is looking to expand its mobile service into markets not covered by its licensing agreement with Mobival.
