Though Todd Montgomery says it every year, it never ceases
to be true. Last year was a banner year for Falcon: another
two-part blockbuster that broke sales records, the relaunch
of one of its popular lines, the successful switch to a new
"We saw growth across all revenue streams," notes
Montgomery, president and CEO of the Falcon Family of
Companies and its operating company, Conwest Resources.
"Since we have acquired the company, we have nearly doubled
The new focus came during the third quarter of last year,
when Montgomery spearheaded a brand examination to help the
company better target each of its lines. "When we looked at
the market and at our existing brands, we believed that
Mustang provided the greatest opportunity for us to re-brand
one of our existing brands and really differentiate it from
Falcon and tap into a lucrative consumer segment."
So they hired a consultant to create a new brand identity
for Mustang, and hired John Bruno of Massive Studio to be the
line's dedicated director. They also hired an exclusive
photographer and an exclusive model.
"We decided that we would no longer cross-pollinate talent,"
Montgomery says. "The Mustang guys have hair on their bodies,
they aren't that unapproachable kind of beautiful body that's
perfectly toned, hairless. It's more of a natural body type
with Mustang... it's about real and gritty, blue collar guys
having an edgier aesthetic and also engaging in more types of
edgier sexual acts with one another."
Nine Mustang releases are planned for this year, with a jump
to 12 in store for 2007. New Falcon releases (directed by
Chris Steele) will also be joined by new-to-DVD offerings,
including the new anthology series offering "best of" model
"By the end of 2007, we will have released everything in our
library, so our challenge is, now that everything's released,
how do we roll out new product?" Montgomery says. "So what
you're going to see is a significant ramp in the number of
new releases that we release across the Falcon-Mustang-Jocks
brands, and you're going to see some derivative product of
each of those brands. We're looking at potentially
relaunching Falcon International."
The Jocks line, currently on hiatus, will receive a
Mustang-like resurrection next year. As for the Falcon brand,
Montgomery notes there won't be radical changes to the
formula that has 32 years of success behind it.
Beefcake, the first release of 2006, continued the
tradition of gorgeous men in gorgeous settings having hot
sex. The Big Dick Club focuses on a younger model set,
while Spokes 3 builds on a successful series.
"The big movie for us this year is going to be very
different. We're approaching it like we're actually creating
a [mainstream] movie with really hot sex," Montgomery says.
"The two-parter will move away from exotic locations toward a
very fantasy-based, scripted film with lots of dialogue, very
plush settings. If you look at some of the big films from the
straight industry, those were very much like a mainstream
movie that had sex, and that's the kind of concept or idea
Montgomery adds the studio will change the timing of the
release. He also promises a few differences in marketing
strategies. That will be aided by Pulse Distribution, which
Falcon switched to last year. "We have nothing but admiration
and respect for Paladin," says Montgomery. "But we looked at
how we wanted to grow our wholesale channel, and the
capabilities we were looking for in a distributor were not
necessarily compatible with what Paladin was able to provide.
"We felt that Falcon was such an incredible brand and a
brand that needed to be cared for and treated very
differently than other brands, that we felt that the only way
to do that was to find a distributor that was really willing
to focus on our brand exclusively, at least initially. And,
unfortunately, Stan [Loeb] represents everybody and we
couldn't ask him not to do that."
The new relationship has been phenomenal, says Montgomery,
with the key to success being the proactive nature Pulse has
provided with customer service to sub-distributors. He calls
it a true partnership, and Pulse has helped them increase
wholesale numbers each month.
Falcon's overseas numbers have also been encouraging, with
MPG (Millivres Prowler Group) helping the company
re-establish itself as the brand leader in the United
Kingdom, and Scala Agenturen B.V. providing continued growth
in the rest of the European Union.
While Falcon scrapped plans for a clothing line, it is
relaunching its novelties line, working directly with a
manufacturer to revamp and repackage its products. The highly
successful Signature Supercocks will continue, along with
butt-plugs, balls, dildos, and battery-operated vibrator
products. The line is scheduled to relaunch no later than
On the technology front, Montgomery says they have
undertaken a strategic review of all its Web properties,
which will expand with such initiatives as separate Mustang
and Jocks VOD, membership sites, and stores. "What we want to
focus on is the user experience, the content, and let someone
else worry about how they deliver that and how they host and
It promises to be an exciting year, but also one of
recovery. While 2005 proved to be a banner year, there was a
cloud hanging over the success.
"Last year was a mixed bag, because we lost a dear friend
and my business partner Terry Mahaffey," Montgomery says. "To
deal with the fact that he had passed, obviously shadowed
last year. Terry was for a long time the heart and soul of
this company. He provided a spark of creativity that really
helped reestablish us and create better product, and that is
something he really ingrained in everybody here and something
that we take very seriously. Not only as part of what we need
to do as a company, but also his legacy."
Contact info: 800-227-3717; FalconStudios.com.
Distributed by Pulse Distribution, 888-797-8573, firstname.lastname@example.org.