In July of 2005, no one had heard of them. So how in the world did Pulse Distribution go from an unknown entity to a major player in a matter of months?
"I really attribute that to the reputations of Jim Kohls and Mark Hamilton," notes Pulse VP of Sales Ted Levine. "These two probably have the best integrity and reputations in the industry."
Kohls, former president of LFP Inc., and Hamilton, former executive vice president of LFP Video, left those positions early last year and began planning Pulse Distribution. Early talks with Conwest Resources landed them their first and biggest client when they opened shop in August: the Falcon family of video lines.
"Pulse came about because Jim Kohls and I decided that we wanted to start a company that would become a leading distributor in the industry. We felt that the best way to move forward was to be able offer a variety of adult content to our customers," says Hamilton. "We see Falcon as the premium brand in the United States, and we couldn't be more fortunate than to have them as a partner."
Other studios quickly fell into place: Soon joining up were StraightCollegeMen.com, a soaring amateur line; Massive Studio, the company of new Mustang director John Bruno; and European-based lines High Octane and Blue Lights View.
"Pulse has positioned itself as the boutique video distributor, and by being boutique we have made our choice to be with the top-end level of studios, the top-end level of directors, and the top-end quality in finished product. And the studios that we have chosen on the gay side have definitely been delivering on all of those fronts, Falcon, obviously, setting the standard," notes Levine, adding that the Falcon name is a big draw in attracting business.
"We convinced [one studio] that through the doors we're able to sell Falcon into, we could very well represent them within the same account base. That has been a very strong selling point with Pulse, our relationship with Falcon. It is such a highly desirable studio that most wholesalers and distributors that we deal with on a direct basis come to us, and they know that our representation and marketing and promotion of the Falcon line is also carried over to all of the other studios that we represent."
Pulse is also making strides on the straight side with Pulse Pictures, its own production studio that signed gonzo director Bryan Xin as an exclusive director. Pulse also distributes Club DVD, Lennox Films and Burning Angel, as well as lesbian studio Erocktavision.
"It's very important to look at who's the creative force behind the lines, and how serious their commitment to quality is," Hamilton says. "It's also very important to not assume that distributing gay product is the same as distributing straight product. They are two entirely different markets. And it's important as a distributor to be aligned with studios that really know how to produce product for their audience and how to market their product with us to our customers."
Kohls adds that the key to Pulse's success has been communication with its customers. "It's the flow of information as a distributor rather than just being an order-taker. We're really out there aggressively talking about our brands and updating customers with everything that's happening with each of our lines."
Levine says Pulse doesn't do anything out of the ordinary, but what they do is concise and informative. "A lot of the distributors don't really give a lot of attention to giving buyers regular information, touching them with phone calls every week, informing them of specials and pricing deals and new studio additions, and giving them an understanding of what each studio is about. We take a lot of time to nurture and cultivate an account so that they become better sales people themselves."
From detailed information on planned releases to promotional prices, the information is designed to help Pulse's customers make the most informed and financially sound decisions well in advance.
While the owners note that they don't want Pulse to grow quite as aggressively this year, 2006 is already a busy one. The latest addition to the family is Hammer Entertainment, home to a European twink line.
Also debuting last month was Falcon's anthology series, a "Best of" collection of its exclusive stars. Out first was Eric Hansen, followed by Jeremy Penn.
"We're getting creative with the new anthology series that we're introducing with Falcon," Levine says. "That was a co-development project idea that Pulse wanted to pursue at the beginning of our relationship, so I think maybe more projects like that with other studios are in store." Pulse will also be a distributor for Falcon's novelty toy business.
Also up in April will be distribution of Joe Phillips' Stonewall & Riot, a gay superhero animated sex-feature that should be as huge a hit as Phillips' award winning The House of Morecock.
"Our main goal for 2006 is to work as hard as we can to support the studios that we are currently representing," Hamilton says, "and to continue to promote and represent their brands with our customers."
Contact info: 888-797-8573; [email protected]; PulseDistribution.com
