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RETAILERS REPORT 20% INCREASE IN LAST QUARTER OF 2009
By: Andy Powell, Staff Writer - 01-04-10 - 12:00 a.m. PDT
After a rough year in the Gay Adult Film Industry, retailers nationwide reported a 20% increase in the last quarter of 2009.This is a complete opposite from what retailers reported at this time last year. At the end of 2008, retailers reported rentals and sales down by as much as 36%.
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This was alarming to many in the business but this was not confined to the Gay Porn Industry alone. The heterosexual marketplace also saw a huge decrease in sales and rentals at the end of 2008.
One thing that has changed in 2009 is that many retailers are now leaning towards boutique style retail outlets while web sites are taking up the slack in DVD sales.
While you will always have the major chains such as Lion's Den Adult Superstores, Castle Megastores, Deluxe Books, Fantasys for Adults Only, Media Shops, Adult Shoppe and of course the Crypt stocking gay xxx titles heavily, they to have decrease by as much as 15% in their overall stock of DVD's since the last quarter of 2008.
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One has to wonder if retail is sending a signal that they are moving away from the DVD market and are now concentrating on novelties to offset pressure from law enforcement agencies and people with their own political agendas.
Even if a retail outlet has issues with their city and they win, the cost of such a victory can sometimes cause jobs as well as possibly decreasing stock in order to get time to recoup the losses taken in the fight against the system in stocking gay or hetero adult entertainment.
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Retailers are still looking to stock gay product that will generate revenue. Re-Releases and catalog specials only go so far with buyers these days because the cost is so cheap, that they know gay consumers can go on the web to purchase the same products for sometimes 10% less than what retail outlets will sell them for.
Complaints have come in from buyers who state that their is a lack of New Releases. It's a catch 21 when dealing with our marketplace. While some will say that the DVD business is on its way out, you'll have other distributors stating that they can't keep product in stock.
This year is going to be another challenge but one that is already getting off to a great start. Studios and distributors must keep in mind that retailers want quality and not quantity. Gay consumers want hot sex and not just hot guys!
These are just a couple of the issues that JRL has been taking poles on over the past 12 months. We'll keep you up to speed on the mood of our industry and will bring you any changes that are worth mentioning to better help you promote and distribute your brand to buyers world wide.
