The number of films that Chi Chi LaRue made for All Worlds Video is so high he has difficulty remembering how many there were. From gay to bi, transsexual to solo, the titles helped the master establish his name.
“I was given every opportunity to make what I wanted," says Channel 1 Releasing partner LaRue. "With that freedom, I really was able to hone my creative and directing skills. Only one time was I asked to do a video that was totally Rick Ford’s idea — How the West Was Hung — and that became one of the best movies I ever made and one of All Worlds' most successful titles to date. Rick Ford wrote me the sweetest note after that one was done.”
That history made it extra special when, earlier this year, All Worlds founder Ford sold the company to Channel 1 Releasing, home to another huge name in the business, Chi Chi LaRue's Rascal Video. When the 20-year-old San Diego giant was moved into Channel 1's Hollywood offices, it brought along six employees, creating a staff of 25.
“Rick Ford approached us in late 2005 inquiring about the possibility of us buying All Worlds,” notes Channel 1 partner Rob Novinger, the company's General Manager. “We were beyond flattered and ecstatic. We had really modeled our company after All Worlds, so the fit was perfect.”
But while the purchase was a landmark business move in the industry, it instantly upped the ante — and the expectations — for everyone involved. All Worlds releases a large amount of titles each year — in addition to the main line, the studio also has an international wing and a hugely successful military offering with the Dirk Yates label — and it is also home to a staggering back catalog of hits.
Channel 1 partner Tony Rios, who heads the Internet department, says that the biggest challenge was overcoming the desire to do everything immediately, also known as “the impossible.” He says that everyone learned to prioritize all of the tasks, and do things when they became feasible.
“In January we are taking two very exclusive and exciting products and putting them out there for the world. Live and Raw and Dirk Yates Live will join forces to create a very new and exciting free upsell product for webmasters,” he says, adding that another goal is to get the entire All Worlds library not only available on DVD, but also via streaming.
For Jefferson Hitchcock, Channel 1 partner and Director of Marketing and Distribution, the main goal has been to take that expansive library and break it down into a digestible format for distributors, retailers, and consumers. He notes that Channel 1 has separated the titles into four levels: All Worlds Platinum (premium titles with big budgets and story lines); All Worlds Gold (solid all-sex productions); AWV (niche and specialty titles); and the Dirk Yates Collection (all military-themed entries).
“All Worlds always operated in a very similar way to Channel 1,” says Hitchcock. “We were basically the only two companies in the business that handled everything in-house, from production to distribution, so the match was ideal. Our goal is to get all the titles out on DVD that have been unavailable for years. We are definitely focusing on quality productions and relying less on outside producers. We have three of the best directors in the business: Chi Chi, Doug Jeffries, and Dirk Yates. They are more than capable of handling the task and raising the bar for All Worlds Video.”
LaRue notes that Channel 1 wants to focus on defining the lines it has and usher All Worlds into the next era. In addition to sequels to many of his All Worlds classics, he promises new productions from himself and Jeffries, with Yates (Rick Ford) continuing with his series and adding a new line, Top Brass. There will also be Collector's Editions of All Worlds classics from Jerry Douglas, William Higgins, and others.
“The original name of Rick Ford’s studio was The Best of All Worlds,” adds Channel 1 partner Steven Walker, who oversees production. “It is just that. There is no library like it in the world. It has every genre from vanilla to tranny and from gay to straight. Rick did an unbelievable job building a unique and diverse company.”
But that history also brings with it a new challenge for Channel 1, which already has Rascal Video under its belt. With All Worlds offering so much, will it be hard for the two giants to have separate, strong identities under the same umbrella? Novinger says it won’t be an issue.
“Anyone looking in an All Worlds section will always find something appealing and hot,” he says. “Chi Chi and Rascal built their name on only top-notch productions, but honestly that doesn’t make up the entire business. Costly productions are just that… expensive! The great thing about All Worlds is that there is not only a product for everyone’s taste, there is a product for everyone’s budget."
The purchase also created a new branding challenge, and in September, Channel 1 launched its “1 World” campaign, which includes free tools for retailers and distributors to define and market the entire Channel 1/ Rascal/ All Worlds library.
“We have a new look with free banners, shelf talkers, special packaging, posters, and more that will really clarify the products to both the retailer and the consumer,” Novinger says. “We are beyond lucky to have the two best box graphics people in the business in-house. Todd Alan and Jefferson Hitchcock are not only multi-award-winning designers, they have helped establish the look for All Worlds Video and Rascal.”
As for models, Walker notes that each studio will have its own exclusives. For 2007, a new feature from each studio is expected monthly. In addition, the current schedule includes a “New to DVD” release each week, with many of those titles having new bonus materials like director's commentary, added footage, and star interviews.
LaRue is excited to make The 5th Link, the latest in his widely popular All Worlds series, and says all of the previous installments will get the Special Collector’s Edition treatment. It will bring LaRue’s experience full circle, and the All Worlds addition firmly grounds Channel 1 as an industry leader with an endless future and an extra-important voice.
“The movies I made for All Worlds make up a huge portion of my directing library. Rick Ford was the only person at that point in my career that gave me full reign to make the movies I wanted to make,” says LaRue. “The fact that Rick has given me the opportunity to now own this important part of my history, well I just can't describe what that means to me.”
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