How Sex Sells
I just returned from the video industry's annual trade show in Los Angeles. Our Dove Hall of Fame for Family Videos was among 500 exhibitors, including the major movie studios. The X-rated porn film producers also exhibit at this show, but in another room far away from everyone else. Producers of hard R-rated videos, such as Playboy are treated by the video industry like any other film maker and are permitted to show their "wares" in the main hall.
When we were asked if we had any special location requirements, we requested not to be placed next to any pornographic film makers such as Playboy. So, who do you think were our neighbors. On one side was - you guessed it - Playboy, centerfold models and all. On the opposite side of our family-friendly site was MGM. You know, the folks who gave us Singin' In The Rain and The Wizard of Oz. Only this time they were promoting their latest release, Birdcage, an over-the-top American version of the outrageous French musical comedy, La Cage Aux Folles. MGM promoted the film with an ad-nauseam schedule of noisy, bawdy dance reviews featuring - what else - transvestites. If that wasn't enough, on our third side, Tri-Mark Pictures brought in Pamela Anderson-Lee. The chief babe in Fox Television's Bay Watch was there to sign autographs and promote her latest soft-core action flick, Barb Wire.
The crowds, made up mostly of video producers, distributors and retailers, were unbelievable. People ganged together and gawked at the Playboy models who were on display signing their centerfold photos. Then, like piranha on a feeding frenzy, they swarmed around Ms. Anderson-Lee. Those in the back of the throng were jumping up and down trying to catch a peek, since they were obviously too far back to get an autograph. This was the first time we've ever had to call security to help keep people out of our booth, which served as overflow space for the spectators.
Through this experience, I began to understand why sex and action films are so prevalent on the shelves at our neighborhood video stores. It's not that they do so much more business than family movies. (The figures actually show that G and PG movies do considerably better than R-rated titles.) Many of these hard R films are hyped by the studios in an attempt to help make up for their poor box office performance. Such was the case with MGM's Showgirls, and will probably be again for Columbia's Striptease, starring Demi Moore. Theater audiences for both of these skin flicks stayed away in droves. Unfortunately, many retailers get caught up in all the studio-sponsored razzle-dazzle when they place their orders. When the glitz and glamour of the trade show parties and celebrity appearances clears, and store owners get back down to earth with the routine of their stores, the bottom line comes back into focus. The rest of the year they will more likely place orders based on what the customers want instead of what the studios hype.
As customers, we can help make video retailers' purchasing decisions simpler by renting or buying decent, wholesome, family-oriented titles. The result will be more videos of that kind appearing on store shelves, everywhere.
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Dick Rolfe is Chairman of The Dove Foundation a nonprofit organization whose mission is to encourage and promote the creation, production and distribution of wholesome family entertainment. For more information about wholesome films and videos, write: 535 E. Fulton, Suite 1A, Grand Rapids, MI 49503, or call (616)454-5024.
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Updated by: Scott RolfeCopyright © 1996, The Dove Foundation. All rights reserved.