The ’70s – a decade dominated by the flashing lights of discos and colourful, loose-fitting suits, when people of the time had no idea that this was just a prelude to a larger cultural and industrial revolution.
No, I’m not talking about technological innovation – although that has happened – but a much more piquant revolution: the triumph of the porn industry into mainstream culture.
(Although it should be noted that the sexual revolution was the broad social context that allowed the porn revolution to take place, as the easing of taboos on sexuality also allowed the spread of adult content…)
Well, ladies and gentlemen, the 1970s was not only the sexual revolution, but also the porn revolution.
It was the birth of the “Golden Age of Porn,” when pornographic films – until then mainly part of underground culture – suddenly appeared on the mainstream movie screen.
How did you do it? How did it happen that content that was once hidden and taboo suddenly became part of the cultural mainstream? Well, dear readers, that’s where the marketing magic bullet comes in, which can bring even the deepest (or most profound) topics to the surface. That’s why I dare to write about it. The marketing of the porn films of the 1970s was not just revolutionary; it stirred up the entertainment industry like nothing else had done before. But before we get into the details, let’s ask the question:
What made this breakthrough possible? Why did these films become so successful and how did marketing achieve the unthinkable?
Well, here the story begins… Allow me to take you on this exciting, twisting journey where creative marketing strategy, provocation and yes, sometimes scandal, have all contributed to porn films becoming not only accepted but a pop culture phenomenon.
Stay tuned as we explore how these films have become mainstream cinema regulars and what marketing ploys have helped them gain wider audience acceptance. Be warned: it’s going to be exciting! 🎬🍿 That’s how I know, because I write it! 😉
The Paradigm Shift: the porn industry’s way to the big screen
Imagine a time before the 1970s: pornography still lived almost exclusively in the dark corners of underground culture, a secret sin that only the bravest (and most daring) dared to explore. Porn films were shown in illegal screens in secluded places, and their appearance on the public cinema screen was as unthinkable as a disco ball in the corner church.
But the world changes – and sometimes so suddenly that even the biggest taboos are shattered. The sexual revolution of the 1960s upended old rules, blurred boundaries and made people more open to new experiences. …and then it was time for the secrets hiding in dark corners to come out into the light. Taboos became trends!
And it was in this atmosphere, like a hurricane, that “Deep Throat” burst in 1972. A pornographic film that not only remained within the walls of the illegal screening houses, but suddenly found itself on the gilded screens of the traditional cinemas.
But how did this happen? How did a pornographic film become accessible to everyone, and even common knowledge? The answer is simple: bold marketing. The creators and distributors of Deep Throat used a strategy that was not only shocking, but revolutionary of its kind. They did not let the film remain a prisoner of secret bedrooms and hidden projectors. Instead, they went public with a provocative title that was both shocking and unforgettable.
Imagine the scene: an elegant gentleman dressed as a movie-goer of the era enters a cinema and sees the poster “Deep Throat” – a profound experience guaranteed to leave you breathless. What went through his mind? Maybe he was stunned, maybe he was curious, maybe a little of both? But one thing is certain: he remembered. And that was exactly the point.
However, the marketing strategy for Deep Throat was not just about the scandal, but about getting people talking about it, about pushing the boundaries of traditional notoriety around the title and the film. This provocative and memorable title became the film’s greatest marketing tool, a kind of verbal “weapon” with a single purpose: to get into the audience’s mind and stay there.
Interestingly, the name “Deep Throat” was later used in the Watergate scandal, where it became the code name of the anonymous informant who leaked very important information to the press. Although there is no direct link between the two “Deep Throats”, the power and memorability of the name certainly contributed to the title being so etched in the public consciousness.
And the success of Deep Throat has quickly shown that pornographic content marketing is not only possible, but can be highly effective if used properly. This film marked the moment when pornography stepped out of the shadows and became part of mainstream entertainment. And all because of a cleverly constructed, bold marketing strategy.
With this paradigm shift, not only the porn industry, but the entire entertainment industry has entered a new era. Boundaries were blurred and a bold new world opened up, where nothing was sacred and anything could make money – if it was bold enough. (if we’re in America, let’s not make money, let’s do it, right? 😉) 🎥💥
The marketing masterpiece: how porn reached mainstream audiences
When Deep Throat broke into the public consciousness, it didn’t just sell a film – it was a cultural phenomenon. But how did you manage to make a subject like pornography acceptable to a wider audience? The answer: brilliant marketing.
As the porn industry started to put itself on the map, marketing geniuses quickly realised that traditional advertising methods were not enough. To make a real breakthrough, it wasn’t always enough to have a cool title (they’d already shot that), they needed to create campaigns that not only grabbed attention, but also captured it – and preferably in a way that people wanted to see for themselves.
Provocative posters and advertisements: the power of visuality
The first step in raising awareness was posters and advertising. But this was not just advertising. The posters for the film were bold, provocative and deliberately provocative – just think of how the posters for Deep Throat became an instant talking point simply by appealing to the public’s imagination. The imagery they used clearly suggested that this film offered something that no one had ever seen (or tried?) before – and that was exactly the aim.
In the advertisements, the emphasis was not only on the content of the film, but also on the cultural impact it represents. So it carried something much bigger, it was embedded in a real revolution! And all of this fitted perfectly into the turbulent social context of the 1970s, where old rules and norms were increasingly breaking down. The marketers knew exactly how to touch the most sensitive strings of the audience, while building a narrative in which “Deep Throat” was not just a film, but a whole new experience. Something that might not be at home, that might not be talked about on the street.
Premier events: Hollywood style – but bolder
Like mainstream movies, the porn industry started to organise premiere events, but these were not just about the red carpet and the pomp and circumstance (like any other mainstream movie premiere). Here, every detail was about provoking, pushing boundaries and grabbing attention. These premieres weren’t just film screenings, they were real theatre performances where everyone knew that something completely different was happening.
- Bold appearances: actors and actresses often appeared in much more provocative outfits than we are used to seeing at traditional film premieres. This immediately got the media’s attention and ensured that the event was talked about – even by those who may never have seen the film.
- Exclusive venues: they often took place in locations that were famous in their own right – for example, in famous nightclubs or exclusive hotels that were already renowned for their audacity.
- Scandalous events: often accompanied by deliberate scandals that have increased media attention. Whether it was an unexpected performance or a deliberately provocative speech, the show could be part of a scandal to keep the press talking for days.
- Celebrities and celebrities: not only representatives of the porn industry were invited to the events, but also mainstream celebrities who legitimised and promoted it even more widely. This was particularly important at a time when the boundaries between mainstream and adult entertainment were becoming blurred.
The message was clearly conveyed: ‘This is not just a film. This is a cultural landmark that pushes the boundaries of entertainment.” Such premieres not only made the film famous, but also the industry itself, which gradually became part of mainstream culture.
PR campaigns: scandal as a tool
Perhaps the most important tool in marketing strategies has been PR campaigns. Here, the scandal was not an accident but a conscious decision. The media attention around Deep Throat, often highlighting the boldness of the film’s content or even its illegal distribution, also helped to make the film a talking point. The media often presented porn films as part of a cultural change, as if they were a rebellion against the moral norms of the time. This fitted perfectly into an era when pushing social boundaries was almost expected.
The scandalous news, the protests and the confrontation with censorship have all added to the interest in the films. Audiences wondered: what is it that they are trying so hard to ban? What was causing such outrage? And of course, the more it was mentioned, the more interest in the films grew.
Why? Because they all had a particular psychological effect on the audience. The phenomenon behind this can be explained, among other things, by the so-called “forbidden fruit” effect, when something becomes unattainable or forbidden, people crave it even more. Because it is not free, and this idealises it, it becomes even more interesting. More valuable than in itself.
But let’s expand on that a bit more….
- The impact of forbidden fruit
Human nature tends to make something forbidden, unattainable, even more attractive. This phenomenon was particularly strong in the case of pornographic films, where censorship and bans only served to increase the audience’s curiosity. People began to wonder what was so outrageous or dangerous about these films that they should be banned. This kind of curiosity often becomes so strong that people will do anything to get what seems out of reach – in this case, the banned film. Genius!
- The reactance theory
Another psychological factor that played a role was the reactance theory. This theory suggests that when people feel that their freedom is being restricted, they feel a strong urge to reclaim that freedom. When the authorities tried to ban pornographic films, many people felt that this was a restriction of their personal freedom, especially in the era of the sexual revolution, when people were increasingly in favour of sexual freedom. As a result, the public wanted to watch these films even more, to prove that no one could tell them what they could or could not do.
- The excitement of curiosity and taboo
Curiosity in people also played an important role. Taboos, especially taboos about sexuality, have always had a strong attraction for people. Pornographic films, which made sexuality a central theme, naturally aroused interest, especially among those who had previously only experienced sexuality within the boundaries of society. Breaking taboos created a kind of excitement that people did not want to miss.
- The power of the media
Last but not least, the media has played a huge role in maintaining interest in pornographic films. Each ban, scandal or censorship only added to the value of the news, so the media kept reporting on these events. This created a vicious circle: the more the films were talked about, the more people wanted to see them, and the more people watched them, the bigger the scandal became … which further increased media attention.
It can therefore be said that the bans and scandals did not weaken pornographic films, but on the contrary, they provoked a psychological reaction from the public that further increased their popularity and availability. Forbidden fruit was always sweeter, and the porn films of the 1970s exploited this perfectly.
The marketing magic bullet
The marketing of the porn industry in the 1970s showed how provocation, scandal and clever PR can propel a product into the cultural mainstream. Deep Throat wasn’t just a movie; it was the point at which porn broke into the mainstream, and it couldn’t have done it without such brilliant marketing. From the posters to the premiere events to the deliberately provocative PR campaigns, every step served a single purpose: to generate interest, become a talking point and ultimately sell the film to a wider audience.
And this approach to marketing has also proved that sometimes boldness is EVERYTHING. If we are brave enough to push the boundaries and explore new avenues, success is bound to follow. And if the marketing of ’70s porn films could achieve that, imagine what we can do with our own projects – if we’re creative and brave enough, in 2024!
But I’ll continue with the story, because there’s still more to tell – next we’ll look at the role of technology and distribution, especially in the VHS era. Brace yourself, because we’re about to really dive in! 📼🚀
Technology and distribution: the impact of VHS
In the late 1970s, when the porn industry was just recovering from the marketing revolution started by “Deep Throat”, a new challenge and opportunity appeared on the horizon: the proliferation of VHS tapes. This technological innovation, which revolutionised home entertainment, brought huge changes not only to the mainstream film industry but also to the porn industry.
In the past, if you wanted to watch a porn film, you had to go to the cinema in secret, which was not only inconvenient but also restricted access. But with the advent of VHS, everything changed. Now adult films could be delivered to your door – discreetly, conveniently and, perhaps most importantly, with new marketing opportunities!
VHS: the new tool of the porn industry
VHS technology spread quickly and the porn industry immediately recognised its potential. Suddenly, there was no need to worry about theatrical releases – audiences could now enjoy films at home. But with the opportunity came new challenges: how to get people to choose exactly the tapes that the studios wanted to sell?
Covers: masterpieces of awareness-raising
This is where the new tool of creative marketing came into play: the covers of VHS tapes. If you ever walked into a video store – which in the 1980s could be found on almost every corner of your local community – the first thing you saw were the covers of the tapes. That was the moment when the customer decided, “This looks interesting” or “This is too risqué for me.” The images, graphics and slogans on the covers were all designed to capture the potential viewer’s attention and desires.
Covers often used bold and provocative images to immediately grab attention. A well-designed cover was the key to getting the tape off the shelf and into the viewer’s living room. These covers – often over the top, but always creatively – were not only promotional tools, but also new milestones in the marketing of the porn industry.
Strategic locations for video shops: the battle for shelf space
But the covers alone were not enough. The other critical factor was the placement in the video screens. Getting the best seats on the shelves – right at eye level, at the entrance, or next to the most popular categories – was essential to success (as it is now). Marketers in the porn industry often used aggressive strategies to ensure that their films got the best seats.
The really daring studios even arranged for separate ‘adult sections’ in the video shops where customers could choose. These sections, although segregated, often aroused curiosity – the ‘forbidden fruit’ effect worked here too. Who enters here… 😉
So the advent of VHS technology was a huge leap forward for the porn industry. This new format not only increased the availability of content, but also fundamentally changed marketing strategies. Covers and video store shelves have become the new key to porn film success, and marketers are faced with unprecedented challenges and opportunities.
The VHS revolution also showed that the power of technology and marketing could transform an entire industry! And as the technology continued to evolve, new opportunities opened up – but that’s another story.
We continue to explore the evolution of the adult entertainment industry, as there is still plenty of exciting parts to come. Now that we understand the dominance of VHS, let’s look at what happened when the internet entered the picture. The real revolution is just beginning! 💾📼🌐
The impact today
The “Golden Age of Porn” of the 1970s not only left a “deep” mark on the adult entertainment industry, but also had a profound impact on the way the entertainment industry as a whole functioned. The marketing strategies of the time – which boldly pushed social boundaries and focused on provocation and scandal – can still be felt in mainstream films, television series and even the music industry.
Think about it: when a video clip today uses provocative images that blow up the internet, or when a film trailer just barely crosses the moral line, it all goes back to the way porn films were marketed in the 1970s. Pushing boundaries, attracting attention and shocking audiences – all thanks to the genius of the ’70s.
With the advent of the internet and streaming services, the distribution of adult content has become even more widespread. The online world gives the opportunity to make content available to almost anyone, whether it is a niche topic or a niche market. The fact that we can now access adult content from anywhere in the world with a simple click also builds on the revolutionary marketing and distribution strategies of the 1970s.
Lessons from the marketing revolution
The golden age of the ’70s for the porn industry was a time when marketing was more powerful and cool than ever. It was a defining period not only for the adult entertainment industry, but for the entertainment industry as a whole. Bold innovation, pushing boundaries and the use of creative marketing allowed pornography, once banned and stigmatised, to become part of mainstream culture.
As we look back on this period, it is clear that the key to their success was that they dared to explore new avenues, dared to provoke and were not afraid of scandal (and it was a good thing too). These strategies not only made the period special, but left a legacy that still shapes the way the entertainment industry operates today.
The power of marketing was at its most extreme in the 1970s, and it is still with us today. Bold, innovative approaches and daring marketing campaigns are still helping to push the boundaries today, and who knows – they may be the very strategies that will continue to open up new avenues in the marketing world.
I’ve brought some more interesting things to get you thinking 😊
- First Hollywood-style porn movie: the premiere of “Deep Throat” was a true Hollywood red carpet event, with actors and directors diva-like, while audiences and media treated the event as a sensation.
- The film that was “free for women”: the marketing of Deep Throat deliberately emphasised that it was not only for men, but also “for couples to enjoy”, revolutionising the relationship between porn and mainstream audiences.
- Censorship as free publicity: every time a city or country banned Deep Throat, the filmmakers launched a whole new PR campaign, emphasising that “this is the film that’s banned, so you have to see it.”
- The “most watched” porn film: it is estimated that Deep Throat is the most watched porn film ever, generating hundreds of millions of dollars in worldwide revenue – although exact figures will never be known due to the black market.
- Unadulterated pop culture: ‘Deep Throat’ was not only a porn film, but also a pop culture phenomenon, openly mentioned and promoted by celebrities such as Frank Sinatra and Jack Nicholson.
- The shadow of the Watergate scandal: ironically, the name “Deep Throat” became a cover name for a key figure in a famous political scandal – further adding to the fame and cult status of the film’s title.
- The mainstreaming of the “X” rating: after the success of Deep Throat, the “X” rating – originally a warning for adult content – suddenly became attractive because it meant the film was “hot” enough to be worth watching.
How exciting!
PS: I probably wouldn’t go into the story of the film here… should I say it’s inappropriate? 😄🔞
Thank you for your attention!
Aletta Nagy-Kozma
