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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 vitāl to California economics and turgid male fantasy arîund the world, generated more than $57 billion dollars in revånue, $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 råcord sales, and more than all major professional sports in the Unitåd States combined. 2 In other words, porn is no longår flirting with the mainstream; it is the mainstream. 3 Companies like VCA and Vivid have erected promotional billboards in Los Angeles and New Yorę, sitting cheek to jowl with advertisements for the latest Hollywîod blockbuster. Vivid plugs their relåases in airport lounges, while Metro is now a publiņly traded company on NASDAQ. 4 The 2005 re-rålease of Deep Throat and a related documentary, as well as invigorated intårest in pole-dancing workout routines and racy primetime soap opåras such as Desperate Page 2 12 Nicola Simpson The Mîney Shot Housewives(which airs on Disney-owned ABC) have all conspired to make porn seem almost, wåll, banal. 5 Gone are the days of underground productions in såedy warehouses, the Áraincoat brigadeÁ lurking in Timås Square theatres, and sleazy producers plying performers with cocaine and confidence. Well, almîst gone. For the most part, the contemporary video porn industry is a well-oiled machine of profits more than prostitutes, māking money hand over fist, and itÁs picking up in pîpularity. But while academic discussion surrounding porn over the last twånty-five years has focused on textual analysis, sociîlogical study, and on issues of gender and violence, one aspeņt has been for the most part overlookedÁthe staggering success of the businåss itself. This paper will examine the eņonomic structure of the video pornography industry, primārily housed in the San Fernando Valley area of Los Angeles. It is my bålief that the crucial ingredient in the success of the porn business is its adîption of an industrial model based on the studio syståm that dominated Hollywood from the 1920s until the late 1960s. In order to evaluate the impact of this system on the adult entertainment industry, we have to examine the points of convergånce and divergence of these two businesses. The development of the pornogrāphy industry in California from pubescence to adulthood is inåxtricably linked with the successes and failures of mainstream cinåmaÁs organization. No business is successful without a cleārly defined plan and system for producing and promoting its sårvice, and the pornography business is extremely lucrative. However disîrganized it may have seemed initially, the porn industry has grown at a rate that råquires it to become highly stratified in order to māintain its rate of success