LOS ANGELES — Adam Hasner told XBIZ that in spite of the many naysayers that always forecast impending doom for the DVD market that he only sees opportunities.
That’s why the veteran adult film executive in recent months has taken an aggressive approach to building the portfolio of studios he distributes through Pure Play Media.
Many of his latest additions are studios new to DVD and embarking on “firsts” in their exclusive distribution deals. Others are established brand names that have found new homes with Pure Play, which has become one of the largest distributors in porn history now moving hundreds of DVDs every month for more than 50 different studios.
“People always say there’s been a decline in DVD sales, but there are still sales to be made out there so we’re taking the opportunity and running with it,” Hasner, the vice president of Pure Play, said in an exclusive interview this week.
“Whether it’s saving money on their end with warehousing and employees and allowing us to run their operation for them, or certain distribution deals ending, we just pick them up. And sometimes studios just want to change their distribution partner.”
Now on any given week, Pure Play ships more than 20 new releases from its various studios. And Hasner makes sure he knows what’s coming and going at all times.
“It’s my job to know what’s going on,” he said. “There might be some studios that have more than one line with us, so I keep track of everything.”
Hasner said that his clients’ needs haven’t changed all that much, even in the increasingly challenging climate for DVD. It’s about flexibility, he said.
“They either want top quality or really good deals,” Hasner said. “We have enough product to where we have something to offer everyone. We have something for all different types of customers in the market. But it’s just like anything else, you adjust with the times and you keep working, stay enthusiastic and do what you have to do to make it right. We just adapt.”
Indeed, Pure Play recently has aligned with some proven brands in the gonzo arena, in particular. It now is distributing the catalog of Anabolic Video, which rose to prominence in the mid-2000s with its hardcore buffet of no-holes-barred content.
Pure Play teamed up with a pair of ethnic and interracial porn stalwarts in Sean Michaels Productions and Mercenary Pictures. Both studios are headed by all-time great performers in Sean Michaels and Lexington Steele, respectively.
Michaels, who has a track record as a producer and performer spanning more than 20 years, in late May released “Daddy Knows Better” through Pure Play in his exclusive arrangement. With Mercenary, the plans are to revive the label that Steele created in 2004.
“We’ve taken on the Mercenary line and are going to resurrect it,” Hasner said. “People haven’t had the actual content in a while. And within a couple months we’re going to start releasing new stuff.”
Hasner already has been working closely with Steele, who has starred in two volumes of “Housewives of Lexington Steele” for DreamZone Entertainment, one of Hasner’s original studio imprints. The first volume of “Housewives” won the Interracial Release of the Year honor at the 2014 XBIZ Awards.
In addition, Pure Play in May began distributing titles from Trouble Films, the studio owned and operated by feminist porn luminary, Courtney Trouble. The queer star, who recently gave the keynote at the annual Feminist Porn Conference in Toronto, has kicked off the deal by releasing “Live Sex Show,” “Girl Pile” and “Trans Grrls” through Pure Play.
For retailers looking for fetish-themed, taboo titles, Hasner closed a deal with Desperate Pleasures, a company also known as JW Ties that is new to DVD. Desperate Pleasures in May rolled out “Taboo Diaries,” “Deflower Me Daddy,” and “Daughter Confessions.”
In addition, Sapphire Productions, Pearl, Ablaze and the U.K.-based Orchid Films recently have been added to the Pure Play release schedule, among others.
Sapphire last month unveiled “The Young and the Horny,” Pearl dropped “Housewife Home Videos,” and Ablaze delivered “Swallow That Cock.”
Pure Play meanwhile will continue to distribute XBIZ Award-winning studios such as Naughty America, Immoral Productions, Porno Dan Presents and Trans 500, among dozens of others.
“We’re always open to other studios and bringing on new people,” Hasner said.