Page 60 - AVN April 2013

Feat_Wicked2.04.13 3/20/13 3:08 PM Page 60
First, we have to understand,
what is good quality product?
Now, how do we go about creating it?
How do we stand out?
”
capable of making. How do we do that? First, we have to understand,
what is good quality product? Now, how do we go about creating it?
How do we stand out? What’s different? What’s better? I hired this
woman in October of 2011 and it wasn’t until the following August
that we released product, so it’s really out only six, seven months, and
it’s doing great.” (Wicked’s Jelle lube is reviewed in this issue’s Buyer’s
Guide, and write-ups on the other formulas can be found on
AVN.com.)
It’s that sort of attention to detail and fair dealing that’s made
Orenstein known as a man of his word.
“I try,” he said sheepishly. “Integrity is important to me. I would
say, if you were to go around and ask people, probably the most proud
thing for me is that; that’s what you’re going to hear. Now I can’t swear
today that somebody doesn’t feel burned somewhere over something,
and people believe what they want to believe at some points, but that
to me was always so important. And again, my integrity rolls over to
ases
FEATURE
the brand and the integrity of the company, and that was always more
important to me than anything else.”
In few areas has that been more evident than in the controversy over
the attempts to force all producers to use condoms and similar protec-
tive devices in sex scenes—something Wicked has done for over a
decade.
“What happened was, we had the big scare in ’98, and there was
going to be a big Free Speech meeting with everybody in the business,
every studio,” Orenstein recounted. “So I got a call from Steve Hirsch,
who said, ‘Hey, there’s gonna be this meeting to go over all these
things. Russ [Hampshire, owner of VCA] called me and said at this
meeting, he’s going to stand up and say he’s going condoms only. He
called me to ask if I’d do the same. I told him yes. I called to ask if
you’ll do the same.’ I said yes. So we went to that meeting and we all
stood up [in support of] the safety of the talent, and at that meeting
about 15 companies committed to go that way.
“But like most things, in six months later when the smoke cleared,
there were probably five left; years later there were four left, then there
were three, the three that started; then one got bought by a company
that doesn’t do that, so there were two; then there was one,” he
detailed. “And it’s just been something that it’s been hard for me to
undo, to unsay. If there are sales you’re not making because of it,
people don’t send you a [note], ‘This is what I would have bought
today but I didn’t because you’re condoms,’ so you really can’t quantify
it. But I’m sure—I’d be silly to say it didn’t affect the numbers, but I
certainly can’t put a figure to it because you don’t know what you don’t
know.
“Who knows? Maybe one day I’ll change my mind too … but the
reality is, it’s 13, 14 years later, and we’ve kept with the decision. But
to be fair and to support the other decision, a lot of the talent today
don’t want it. It’s crazy but it’s true. I’ve met with girls about contracts
and said, ‘We’re condoms only; you know that, right?’ Years ago, I used
to get people say, ‘Yeah, I know that. That’s one of the reasons I want
to be here.’ Now, I get, from girls who are very popular in the business,
‘Yeah, I know; I don’t really like condoms but I’d deal with it if I have
to.’ That’s where it is today. I’ve had directors in my organization say,
60 | AVN.com | 4.13
‘We’re only doing it for you anymore. People don’t care, and
the decision is in your head only.’ And that’s why I say I can’t
swear what the future may be, because if it turns out it is
only me, what am I doing? So no change today, but I can’t
speak for the future.”
Orenstein may not want to predict the future, but one
doesn’t need a crystal ball to believe that more good things
are in store from this couples-oriented company. Its contract
stars are keeping the fans happy: Movies starring Wicked’s
newest contract performer, Samantha Saint, have been
climbing the charts. Daniels plans to direct 10 features in
2013, and Jessica Drake will stay busy as ever, filling out her
educational series and promoting the Wicked brand across
the country (most recently in an appearance at Pasadena
City College in March).
Orenstein is also justly proud of his support staff. King, of
course, was perhaps the best-known face of “Wicked
Corporate,” having been with the company for 18 years until
her move to a consultancy position, but the company’s
director of international sales, Steve Vlottes, has been with
the company even longer—19 years—and publicist Daniel
Metcalf has been employed for 13 years.
All told, these two decades have taken Orenstein, the
man least likely to become an adult mogul, to some
interesting places. And the journey certainly isn’t over yet. ||
In addition to its own titles, Wicked serves
as a distributor for a number of studios.
The following companies are distributed by
Wicked Pictures:
abbywinters | BurningAngel | JoyBear Pictures
Marc Dorcel | Vouyer Media
Wicked Pictures contract stars Stormy Daniels and Jessica Drake met the press
and drew crowds to Hollywood’s Tru nightclub in February at a celebration of the
company’s Wicked Passions line of couples erotica and the Wicked Sensual Care line
of lubricants. Also at the party were director Brad Armstrong and starlets Allie Haze
and Presley Hart (seen in Daniels’ feature If You Only Knew), Cassandra Nix (who
appeared in 2012’s Teen Ravers) and Wolf Hudson (seen in various Wicked titles,
including Armstrong’s Men in Blackparody). As Wicked Pictures celebrates its 20th
anniversary, Drake will be appearing in features and filling out her Guide to Wicked
Sex series, and Daniels will have a busy year behind the camera, directing 10 movies.