There Tori Spelling was, on all fours in a sex shop, grabbing hold of the 14-inch COLT "Thruster" dildo as the clerk exclaimed: "Ms. 90210's got a big appetite!"
The scene — from an April episode of So NoTORIous, the new hit VH1 show that has garnered critical praise and a large gay following — had John Rutherford and the COLT crew absolutely giddy, especially because they weren't even aware of it.
"There must be some queen who loves COLT on that show," laughs Rutherford. "I just went to the site and saw it and I was, like, 'Omigod, that's fabulous!' I wish I could take credit for it. The COLT Corner in the store probably stood out, and they just decided that was the biggest, funniest toy to show."
It proved that hard work pays off, and the mainstream exposure fits right into Rutherford's plan, using the COLT name to help build a growing catalog of erotica that breaks beyond just films. "It's funny… when we first purchased the company, I was thinking right away, Let's focus on DVDs, because that's where I came from," Rutherford explains. "But throughout my whole time in this business, everybody talked about COLT and how it was different and special and a brand.
"COLT really goes across the board — not just pornography, but being an erotic company," Rutherford says. "One of the problems I had early on was, how do we maintain the brand image of quality and also evolve?" One answer: Resurrect the Buckshot line, which shot out of the gate with the smash BuckleRoos followed by LeatherBound, Beyond Perfect, and now Big Rig. The new line enabled Rutherford to use models that weren't COLT exclusives and appeal to a slightly younger segment of the marketplace — an important goal given that COLT started in 1967, before any of the other big players.
"Besides Athletic Model Guild, which we distribute, we are the oldest and most consistent production house for all-male erotica," Rutherford says. "Our audience isn't necessarily old, but we have the most recognized name with an older generation. So what do we do in figuring out how to get the younger audience? Produce the Buckshot line and get the product into mediums that are not necessarily the usual format."
Which led to COLTMobile.com, offering wallpaper, video, and audio downloads for mobile devices. Fans can also download softcore trailers to their iPods on the COLT site. The studio is focusing more on its online presence this year, building up its affiliate programs, the COLT Corner Cash program, and its membership site. Rutherford hopes to launch a revamped site — which would give consumers more options with streaming downloads — early next year.
COLT also recently partnered with BadPuppy.com to maintain new COLT Man websites, featuring live cams, forums, and chat rooms. In addition, the COLT Bar program connects the studio to more than 300 bars across the country to set up "COLT Nights," which provides models to dance, sign autographs, and give away product. (COLT supplies the bar with images and promotional materials.)
The COLT Gear collection continues to grow with an average of five new items added each quarter. The COLT Basics underwear line will expand, and a line of games should hit by summer's end. January saw the debut of the Buckshot toy line (also through California Exotic Novelties), which offers less expensive, more colorful options.
The COLT Leather line — already a success in Europe, featuring jockstraps, chaps, vests, wrist bands, wallets, and other accessories — is expected to become available in the U.S. by the time San Francisco's Folsom Street Fair rolls around in September.
New Buckshot releases include Hard Studies and Boot Black Blues from director Kristofer Weston, with the two-part Manly Heat (Scorched and Quenched) expected to make a splash later in the year. Jerry Douglas is also scheduled to helm another film by year's end. Rutherford's latest effort is Dual: Taking It Like a Man and he's on tap to make another COLT film this summer while also taking up the new challenge of still photography for the studio.
Rutherford plans to do no more than three COLT films a year to complement up to ten Buckshot titles, with MinuteMan solo films (now with titles instead of just numbers) filling in between.
Editor/ videographer Max Phillips may also start directing new installments of the softcore body worship line Legendary Bodies, while a possible expansion next year could resurrect the Olympus name with a new line of European movies. Next year is COLT's 40th anniversary and the big plans include a party, special magazines, and a huge coffee table book, COLT 40.
"It's going to be a very busy year, never stopping. I don't really want to produce any more movies than we are," Rutherford says. "There's only so much time in the year to produce quality stuff. I don’t want to get myself caught in a place where we're just producing to feed the monster."
Contact Info: 800-445-COLT; COLTstudio.com; [email protected]; [email protected]. COLT is distributed by Paladin, 800-228-8395.
