LOS ANGELES — Hustler, one of adult’s most iconic, long-lived brands, marked its 50th anniversary Thursday with a star-studded black-and-gold gala at its flagship Hustler Hollywood location.
The event, hosted by Liz Flynt in honor of Hustler’s iconic founder, her late husband Larry Flynt, celebrated the brand’s legacy as a source of popular, U.S.-made adult entertainment and also as a champion of free speech and First Amendment protections for all sexual expression.
The capacity crowd at the Hollywood Boulevard store mingled around an open bar offering signature martinis and delicious party food. A small just-for-fun poker table paid homage to one of Larry Flynt’s greatest diversification moves: the profitable Hustler Casinos.
Pleasure product and adult industry insiders mixed with award-winning performers — including reigning and twice-crowned XBIZ Performer of the Year Vanna Bardot — and historic industry personalities, all paying tribute to “The House That Larry Built.”
Veteran First Amendment expert and Larry Flynt’s longtime attorney, Paul Cambria, told XBIZ, “This is Hustler’s 50th anniversary, and I was here for all 49 before this one. I just miss Larry, because we’d have a lot more action in and out of the courtroom if he was alive!”
Cambria praised Liz Flynt’s stewardship of her husband’s legacy and her skill in growing the extremely successful business she inherited.
“An event like this just shows that things are continuing to grow,” Cambria said. “The company just bought another 40 stores to add to the 100 they already had. They’re going to keep expanding, and it’s great. The stores were a big priority for Larry, and casinos were a priority, and also the movie business. The whole thing he carefully built still works.”
Liz Flynt kept busy dancing to retro pop tunes celebrating the last five decades and taking photos with longtime friends and associates at a popular photo booth that allowed attendees to pose as Hustler cover models. However, she took a few moments away from her hosting duties to speak with XBIZ about the meaning of the occasion.
“We survived 50 years, and we’re all here to honor and pay tribute to Larry,” she explained, visibly moved. “Here we go for 50 more! It means a whole lot that I am here to carry on Larry’s legacy and to celebrate the magazine.”
Flynt noted Hustler’s recent acquisition of 40 Lovers stores as an indication that the brand continues to thrive.
“We are very excited to have them in the family,” she said.
Flynt said she wanted Hustler fans to know the company was thankful for their support, and also for the survival of the flagship magazine.
“This gala also honors you, the fans, for keeping us in print monthly, now and for more years to come!” she added.
Twice during the event, Flynt received special recognition from city and state officials. A rep from District 13 Councilperson Hugo Soto Martinez’s office presented a proclamation on behalf of the city of Los Angeles and its residents to Flynt and Hustler Hollywood.
“Congratulations on 50 years of breaking barriers and fighting for a more liberated and accepting society,” the proclamation read. “On this most momentous occasion, we join the community in recognizing September 19, 2024 as ‘Hustler Day’ in Hollywood.”
Flynt made a few remarks praising Hustler’s legendary founder, stating, “He loved growing the company, and he loved his employees most.”
Later, California State Sen. Stephen Bradford presented Flynt with further recognition, reminiscing about how Larry Flynt took a chance by opening one of the first Hustler Casinos in his home city of Gardena.
Veteran industry director Will Ryder told XBIZ, “I’ve been looking at Hustler magazine ever since it first came out. I love it, and I never imagined in my wildest dreams when I was younger that one day I would be sitting at dinner across the table from Larry Flynt, having dinner with the maestro himself. Larry represented American values. I thought he was a wonderful American. He fought for free speech and he paid the ultimate price, took a bullet, you know, because he totally believed in what he did, and I’ll be grateful for him forever.”
Ryder reflected on how Flynt gave him his big break by having Hustler Video distribute his first parody, “Britney Rears.”
“It went on to be the biggest-selling movie in the Larry Flynt empire that year,” he noted. “And that’s what launched my career. So I had a long relationship with Hustler Video, and I’m happy to see them reach 50 years.”
Famed talent agent Mark Spiegler — who arrived accompanied by much of his stellar roster — told XBIZ, “Hustler has been around forever, and if I had to describe it in one phrase, I’d pick ‘free speech.’ Even though many people may not have agreed with what the guy said, and even if he may not have agreed with some of the stuff they said, Larry Flynt still fought for their right to say it.”
Spiegler also reflected on how unusual it is for any adult company to be around for 50 years.
“The business changes so much,” he observed. “I myself will have been 40 years in the business next year.”
Doc Johnson chief exec Chad Braverman called Hustler’s success “almost unbelievable.”
“What a legacy, and for Liz to be here for the last couple of years and the massive expansion that she’s been able to do, it’s incredible,” he marveled. “It’s also an incredible team, incredible stores, such an incredible brand. It’s the No. 1 name in adult — and we love them.”
