ASB Magazine

by Christopher Buttner

The Industry gathers in Vegas for the annual AVN Convention, and Adult Store Buyer is right there in the middle of the action.

Adam Glasser, aka Seymore Butts, is the founder of Seymore Butts Home Movies and the central character of Showtime Television's wildly popular reality program, FAMILY BUSINESS. FAMILY BUSINESS, which is about to begin production on its fourth season casts the adult entertainment industry as a backdrop to Adam's true-life day-to-day trials and tribulations of a nice Jewish boy/single dad, searching for true love, while trying to run a successful adult video production company, and simultaneously dealing with life's little curve balls, such as his loose cannon Cousin Stevie and Adam's dotting cliché Jewish mom, both of whom work for Adam's company. Add in a cacophony of other reoccurring and one-off eccentric personalities and characters, ranging from well-known adult movie starlet's to the highly bizarre, off-the-street, auditioning porn star wannabes, and FAMILY BUSINESS makes for the best 30-minutes of reality TV programming, bar none. The first thing I discovered is Adam's laidback persona is as true to life as it is in FAMILY BUSINESS. The electric driveway gate of his newly acquired Sherman Oaks Spanish Colonial ranch house swung open to reveal Adam casually sauntering out of his garage, totally relaxed and unkept, wearing a comfortable light brown sweat shirt, blue sweat pants, a distressed black ball cap - a trademark - (that appeared to have once been used to pan for gold), and oversized yellow Homer Simpson-head slippers. After a quick tour of his new crib and an introduction to his newly acquired one-year old pit bull Bubbles - who wandered around the house with a four pound medicine ball in her paw as if it were a hamburger - we settled on the couch and Adam spoke for an hour about FAMILY BUSINESS, the adult entertainment industry, his company and the future of all of his ventures.   CHRISTOPHER BUTTNER: For those of us who have not been following FAMILY BUSINESS, how did you get into the adult entertainment industry? ADAM GLASSER: I opened up a gym in downtown Los Angeles and after about a year we were struggling - the location was not the best - and somebody suggested I rent out the location to Hollywood production companies. Some of the location companies that were representing us also dealt with adult production companies. About 1990, John Stagliano (aka: Buttman), walked into my gym and wanted to use it for a movie called, 'Where the Girls Sweat.' We came to an agreement, he shot his movie and at the end of the day, he paid in cash and everyone walked out smiling. His production crew consisted of him holding a small hand-held video camera and another guy shooting stills. I thought to myself, 'Wow, I'm in the wrong fucking business.'   CB: How did you shift from running a gym to the adult entertainment industry?
AG: I lied to John. I told him I went to film school, I had some ideas, and if I could borrow his equipment I'd like to shoot a scene. If he liked it, he could give me the money to shoot the rest. He agreed, I shot the scene, but the truth of the matter was I never even held a video camera! So, my first X-rated movie was the first time I ever used a video camera.   CB: How'd it turn out?
AG: Not too good (laughs). My first mistake was shooting the whole thing on auto focus. I didn't realize that fast moving body parts at close range on auto focus are a nightmare. I thought it was something that could be fixed in editing, but no way. I learned some hard lessons that day. John wasn't interested, so I decided to edit that piece of shit the best I could, made some copies, took it to the AVN Convention and handed it out to some distributors. I finally got a call from Factory Home Video and I was asked to come in. We negotiated, came to an agreement and I started shooting movies, and this was around 1992. After shooting for Factory, I went to Ultimate and then I set out on my own in early 1996.   CB: Now you're being distributed by PurePlay?
AG: Yes, after the prosecution by the city of Los Angeles (which was settled March 22, 2002 and was the subject of a PBS FRONTLINE documentary), which almost took me to bankruptcy, I decided to restructure. I had put a fisting scene in a movie titled TAMPA TUSHY FEST, that I particularly thought was erotic and the people involved in it were more than consenting and had enjoyed it, but moreover, it was requested by one of the two performers. The funny thing was I got popped on an obscenity charge within the state of California, by the city of Los Angeles, for this scene. The case dragged on for 18 months and cost a small fortune before it was settled.   CB: What was your recovery like coming out of the case? Did it affect you with the industry?
AG: It was a double whammy. Not only from the legal fees, but also there were a great number of people that were afraid of my product because I got hit. My sales numbers dropped. I was experiencing increased expenses from the legal fees and decreasing sales. Those two things made it pretty much impossible to do business for a while. While the case was being fought, I couldn't find a deal even if I wanted one because no one wanted to touch me without the results being in. Once the charges were dropped, then I was able to strike a deal and regroup.   CB: What's your criteria for content now?
AG: I shoot consensual sex and I have always shot consensual sex. I shoot anal sex. The people that are on my set, I make sure they enjoy anal sex. That fisting thing was an aberration. When I asked the one girl about what she liked, fisting was her reply. When the other female performer heard that, and never having done it before or ever having seen it, she was intrigued. If such a situation like that comes up in the future, I will have to make a decision on an individual basis. There are no clear-cut rules. Apparently, back in 1974, there were seven or eight things that were agreed upon by some district attorney and some members of the adult industry. I got tripped up on a 30-year old standard. I believe somebody in the industry dropped the dime on me. Also, I think the district attorney saw it as an opportunity to test a community standard. Every once in a while a prosecutor or district attorney has to test those standards to see where they are in their career or to further their reputation, and the only way to test a standard is by prosecuting somebody and see what the jury does, and to score points among the right wing and religiously-oriented voters.   CB: So, your Showtime series, FAMILY BUSINESS, helped resurrect your career and business?
AG: The only reason the Showtime series came to be is because of the prosecution. That's the silver lining to the black cloud. I had done an interview with PBS, the Showtime producers saw it and they contacted me.   CB: FAMILY BUSINESS has sky rocketed you to the position as one of the most successful and recognizable male adult industry personalities in decades.
AG: To the mainstream, especially.   CB: How has the program affected your business overall, but also, how has it impacted the adult industry?
AG: The small picture is sales are better and opportunities that I don't believe I would have ever received, are flowing. The big picture to me is that I know the program is changing people's perceptions, for the better, about the kind of people who are in and behind the adult entertainment industry. The adult industry is just a backdrop for the show, but FAMILY BUSINESS is about normal people who worry about the same family issues that everyone else worries about.   CB: How are you viewed within the adult industry because of FAMILY BUSINESS? Have you encountered any envy within the industry from your peers who possibly feel they would be more interesting subjects for a reality program or does the industry feel the program has given you, and the industry itself, more respect by putting it in a more favorable light?
AG: Generally, it's the latter. I don't think I would hear the negatives. I am not detecting any envy, but it must be there. I read the internet message boards that indicate that there is some envy out there. The adult industry is huge and with or without the FAMILY BUSINESS, the industry would be successful since sex is such a major driving force in so many people's lives. I think people who look at the show and understand what it's all about, appreciates it and can possibly respect me more, but the other side of the coin is the people who say, "Reality? That's not reality, everything is too positive, blah, blah, blah." There have been enough 60 MINUTES and 48 HOURS television news magazine programs that have done enough negative stories about the adult industry. Again, the industry is a backdrop to the main focus of the show, which is a guy trying to find love, dealing with being a single father, having a Jewish mom interfering in his life and the crazy cousin. The human aspect is what people enjoy about the show.   CB: What were your sales figures like pre-FAMILY BUSINESS and now?
AG: Without quoting numbers, I believe we've experienced a 30% increase in sales. For me, companies can mince words on numbers. First, there's the 'out the door' number and then there are the reorders. 90% of the movies in this industry don't get reordered one time. My movies happen to have very long legs. Some of my movies made in 1994 and 1995 are still selling strong even today. That's the great thing about my movies, if you like one, you want to see them all. You are always sure there's going to be some special girl in my movie, whether it's Taylor Hayes, Shane, Alicia Klass, or Mari Possa, or somebody else you cannot see in other movies, and they are only in my movies for a certain time frame. If you want to see them, you have to go back and see my 1996, 97, 98, etc., movie.   CB: Who are you customers?
AG: If you go by in-store appearances, my customer is a cross section of America: everybody. Maybe the only group I have not seen a lot of is the senior 60-year old-plus woman.   CB: With a new release, do you do in-store appearances? Are they important to you in launching a new title?
AG: I never actually coordinated in-store appearances with new releases. I have done them, but it is a matter of time verses return. I am not opposed to them, but generally, considering what one needs to justify the trip, they just don't seem to work out.   CB: What advice do you have for someone looking to get into the industry both behind the camera and in front of lens?
AG: Well, if you're behind the camera, you have to have something to bring to the table. There are so many things you can be in this industry. For instance, you have to have money and a plan, and that plan being you want to be a director and make money, otherwise just like Hollywood, this industry has many job opportunities, from publicist to studio executive. Obviously, ingenuity is a key. I did what it took to get my foot in the door essentially - I lied my ass off, and some people might not agree with that tact, but it got me to be where I needed to be. I am a believer in doing what it takes: Where there is a will there is a way. In front of the camera, that's different. If we're talking about males, you're not going to get a chance regardless of what you look like unless you have something to show, which is a reel of some work they have done in the past. Even if a guy brings me a reel of some past work that's great, if it's overly edited, I am going to request something that's unedited because I know how people can edit a scene shot over three days to make it look good. Females, well, it's all about looks and desire. If she says, 'I love anal sex,' well, I know a woman can take almost any cock that's provided to her, taking into account the partner that she wants to work with, provided that she wants to actually do the work. For both men and women, do the research, find out what companies shoot what kind of stuff, determine where you want to draw your personal boundaries, but go to the AVN Expo where the entire industry is gathered in one room. Kill all your birds with one stone.   CB: When you do your open casting calls, how many of those individuals are actually selected to appear in your productions?
AG: Ten percent. I can advertise in the paper for 'beautiful, sexy girls wanted' and I'm sure you've seen some of my casting calls in some of the episodes. Hey, you've watched AMERICAN IDOL. Some of those people are terrible, but they really think they have a chance. Not only are they not okay, they are completely on the other side of unbelievably horrible. Everybody deals with having their time wasted and I have to deal with it, as well.   CB: Where do you see yourself in five to ten years? You're constantly establishing other spin-off businesses, with the Lighthouse Talent Agency, xXxposed Entertainment and the Party Bus and your own line of Seymore Butts Toys. Do you see yourself as a Larry Flynt one day, with a big empire beneath you?
AG: I will probably have a bigger world to contend with, with several other businesses. Maybe not. And the businesses I do have now will be bigger. Maybe not. Ultimately, I see myself transitioning into a person that is looked at as a bridge between the adult and mainstream world, whether that be a radio or talk show or producing a successful television show. I can't run all my spin-off businesses by myself, so I take partners that I can trust, who are either old friends or business acquaintances who I have come to know, and I go into business with those people. If it makes sense, if it fits, I do it. I am maker of adult movies first. Being a partner in a talent agency makes sense, bringing porn stars to people anywhere in the country for their bachelor parties through xXxposed Entertainment makes sense, ladies night home parties to sell Seymore Butts Toyz makes sense. These are all things that work together. In 2006, I want to expand and tap into the mainstream exposure that I have received, such as more film and acting roles that have been offered. Right now I am exploring the opportunities that I have. Still, in the mainstream world, I don't have the makers of Viagra coming to me offering me a six or seven figure deal to be their spokesman. I wish they would, I think they should, I would sell a lot of Viagra. For some reasons, those are not the opportunities that have come along. I don't see myself as the head of an adult only empire. It's hard for me to imagine myself in the same breathe as Larry Flynt especially when you use the term 'empire.' Is it something that I strive for? Yes, to be well diversified and hopefully transition into, not away from, but in addition to the mainstream where I can continue this thing that I do, which is make people a little more comfortable with their sexuality. I think that sexuality is such an important part of people's lives. I am very lucky that I have people speak very intimately to me. I get to know a lot about people very quickly. People aren't afraid to ask me, 'how do I get my wife to ejaculate?' Women ask me about how they can get their husbands to do certain things. A 45-year-old couple once approached me and said they had anal sex for the first time, and they were all smiles and very grateful. One of my movies helped improve their sex life. When a couple experiences something new sexually, it brings them closer together. I received a letter from a woman that said because of one of my movies, ‘after 27-years of marriage, my husband finally got it right. Thank you.' Imagine just how special that moment was for them at discovering something sexually new after 27-years of marriage that brought them closer together. That is a great thing to be a part of.