History
Extreme Associates evolved from Rob Zicari's former company, Extreme Video. It became known as Extreme Associates in 1997 when Zicari, Tom Byron and Van Damage broke away from Patrick Collins' Elegant Angel and formed their own company. Tom Byron and Van Damage have since left the company. Janet Romano started to work for Zicari in 1998, first as an actress and then as a director.
In 2003, it was indicted by the U.S. federal government on obscenity charges. The company is known for being controversial, as it has engaged in public relations wars with Vivid Video, Patrick Collins and his company Elegant Angel, Paul Fishbein and his publication Adult Video News, and Larry Flynt.
Extreme Associates has been featured on America's Most Wanted, Nightline with Ted Koppel and The Daily Show with Jon Stewart, and also in publications such as TIME Magazine and Details Magazine. The company is the subject of the documentaries: PBS Frontline: American Porn (2002) and The Porn King vs. The President, and co-owner Lizzy Borden recently stated that there are more documentaries about the company in the process of being filmed.
Extreme Associates operated a professional wrestling promotion called Xtreme Pro Wrestling (XPW) from 1999 to 2003.
In March 2006 Extreme became the exclusive U.S. distributor for Shots Video Netherlands. The Dutch company is responsible for series like Men’s Lounge, Bi Sex, Clinic Sex and Deep Throat Anal. Shots had been the exclusive European distributor for Extreme Associates since 2004.
In April 2006 Extreme films were added to AdultRental.com's video on demand service.
Starting in May 2006 the studio's content could be downloaded to the iPod and PSP.
In February 2007 Extreme signed a deal to be the exclusive distributor of all-black studio Baller Nation's films.
In September 2007 the company announced it would be halting DVD sales, and would be distributing content exclusively through its video on demand service, ExtremeVOD.com, which was launched in February 2006. The decision was taken due to the general downturn in porn DVD sales, and the refusal of some retailers to stock the studio's films.
Extreme posts approximately one hour's worth of free content on numerous "porn tube" websites every month, in the form of clips lasting just a few minutes. Black thinks the various 'Porn 2.0' user-generated content sites are useful for spreading brand awareness, even if it is difficult to measure how much this increases sales.
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