Phoenix Releasing learned a valuable lesson in marketing when a simple change of DVD cover resulted in a spike in sales for their biggest release so far, The Victoria Givens’ World Record Anal Gang Bang.
Despite heavy promotion, considerable word of mouth and a AAAA review in the current issue of AVN, pre-orders on the title started out sluggish.
The problem? A DVD cover that “just did not convey what was inside,” according to Phoenix owner Bob East. Now, with a new, more gonzo-like cover, he said that sales and re-orders are “jumping.”
“We knew this was a great title and would most likely be our biggest seller to date,” East told AVN.com, “but after returning from the AEE convention we realized something had to be done with the packaging.”
The new cover, he feels, does a much better job of conveying the DVD’s contents: a world-record anal gang bang that features the current gang bang record holder, Lisa Sparxxx, as a fluffer on the set.
“All old records were shattered in the making of this video: twice the number of men, twice the amount of time in penetration—and Victoria did all this with no lube! She’s my hero.”
East added that the DVD-only release is also being marketed with personal appearances by Givens in various venues around the country.
For sales and distribution contact Phoenix Releasing at (800) 637-0101.
