is up against daunting odds — but by force of determination she’s managed to finagle these stacked obstacles into a business model. Lust’s eponymous porn company is honest both internally and to the public eye about the challenges it faces; in doing so, it thrives in an industry that, in many regards, wants it shut out entirely.
While every part of the filmmaking process is prioritized at Erika Lust Films, particular care is given to filming — and, more specifically, to the actors being filmed. Alongside intimacy coordinator and producer Anarella Martinez, Lust takes every possible precaution to ensure her actors are comfortable . Martinez describes the process of creating a “sacred space” for filming: actors are asked to fill out detailed questionnaires about their sexual preferences, their boundaries .
This attention to detail is apparent in every part of touring through Erika Lust's offices. The pre-production team, for example, spends many hours each week simply deciding which stories to greenlight. Many of Erika Lust’s film ideas come in through the company’s “XConfessions” platform, whereby the general public is asked to submit their hottest hookup fantasies for the chance to see them play out on-screen as produced by the Erika Lust team.
The company is finding ways to succeed through it all, mostly through its consistent willingness to adapt. Recently, after many years of turning its nose up at doing so, the company opened video channels across some of the more popular free porn sites. While, as Lust points out, most users aren’t looking for auteur porn on these sites, it gives the company space to be discovered by a different user base.
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