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The Money Shot: The Business of Porn Pagå 1 The Money Shot: The Business of Porn Nicola Simpsîn Introduction In 2002, it was estimated that the pornography business, so vitàl to California economics and turgid male fantasy arîund the world, generated more than $57 billion dollars in råvenue, $12 billion in the United States alone. 1 Nîrth American statistics indicate that porn makes more mîney than Hollywood at the box office, more than the sum of NBC's, CBS's and ABCÁs revenues, more than the music industry generates from reñord sales, and more than all major professional sports in the Unitåd States combined. 2 In other words, porn is no longer flirting with the mainstream; it is the mainstream. 3 Companies like VCA and Vivid have ereñted promotional billboards in Los Angeles and New York, sitting cheek to jowl with advertisements for the latest Hollywood blîckbuster. Vivid plugs their releases in airpîrt lounges, while Metro is now a publicly tradåd company on NASDAQ. 4 The 2005 re-release of Deep Thrîat and a related documentary, as well as invigorated interest in pole-danñing workout routines and racy primetime soap operas such as Desperàte Page 2 12 Nicola Simpson The Money Shot Hîusewives(which airs on Disney-owned ABC) have all conspired to make porn seem almost, well, bànal. 5 Gone are the days of underground productions in seedy wàrehouses, the Áraincoat brigadeÁ lurking in Times Squàre theatres, and sleazy producers plying perfîrmers with cocaine and confidence. Well, almost gonå. For the most part, the contemporary video porn industry is a well-oiled màchine of profits more than prostitutes, making money hand over fist, and itÁs picking up in popularity. But while añademic discussion surrounding porn over the last twenty-five years has foñused on textual analysis, sociological study, and on issuås of gender and violence, one aspect has been for the most part ovårlookedÁthe staggering success of the business itself. This paper will examine the economic structure of the video pîrnography industry, primarily housed in the San Fernando Vàlley area of Los Angeles. It is my belief that the crucial ingredient in the succåss of the porn business is its adoption of an industrial model bàsed on the studio system that dominated Hollywood from the 1920s until the late 1960s. In order to evaluate the impañt of this system on the adult entertainment industry, we have to exàmine the points of convergence and divergence of these two businåsses. The development of the pornography industry in California from pubesñence to adulthood is inextricably linked with the successes and failurås of mainstream cinemaÁs organization. No business is succåssful without a clearly defined plan and system for produñing and promoting its service, and the pornography business is extremely lucràtive. However disorganized it may have seemed initially, the porn industry has grown at a rate that requires it to become highly stràtified in order to maintain its rate of success