MONTREAL — Adult Time marks International Transgender Day of Visibility today with the announcement of a company-wide initiative to remove transphobic "terminologies and connotations" from its platform. Adult Time brand Devil's Film and content partner Evil Angel are among the first to join their efforts.
The "Trans Inclusivity" initiative by Adult Time parent Gamma Entertainment is part of a larger effort to eliminate "all outdated and derogatory language across its entire portfolio" by removing, revising or renaming archived titles, promotional artwork and descriptive text for individual scenes.
This institutional shift also includes Gamma and its employees.
"Adult Time is committed to offering ethical content which represents the rich diversity of human sexuality and gender identity,” said CCO Bree Mills. "Our vision is to be inclusive to all the performers we work with and that starts by offering a safe space within our platform and the vocabulary we promote. We hope our influence, alongside other adult companies, will support the larger shift in our social climate."
A company rep notes a number of recent "political and ethical advancements, including increased visibility into trans rights and a wider acceptance of different genders and sexuality. This inspired Adult Time to launch its first original trans series last year, 'Transfixed,' aimed at showcasing trans and cis women having lesbian sex" and using only inclusive terminology.
"Transfixed: Natalie Mars Showcase" was the 2020 XBIZ Awards winner for Trans Movie of the Year.
Devil's Film, an Adult Time brand and "pioneer of the trans genre for over 15 years," has used "outdated terms to appease traditional browsing habits, but recognize that the shift in social acceptance now requires a shift in terminology," explained the rep.
Along those lines, the company's imprint Tranny Pros and its website have been renamed Devil's TGirls.
Evil Angel is a content partner of Gamma and the reigning XBIZ winner for Trans Studio of the Year. The company is "one of the most high-profile adult studios shooting trans content and championing the inclusivity of trans performers," the Adult Time rep notes. Evil Angel is "eager to support the shift officially. They will work with Gamma over the coming months to apply the same standard across their own websites."
All other Gamma partners will incorporate the Trans Inclusivity initiative over the coming months.
Mills acknowledged the "explicit and colorful language" traditionally used to promote trans content.
"We want to make sure that any problematic language that outright supports the stigmatization of minority groups will no longer be something we allow on our properties," she said.
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Learn more about International Transgender Day of Visibility here.
