European Stars and Stripes (Newspaper) - June 24, 1990, Darmstadt, Hesse                                On videos a reviews Topi wide Essex video makers try to give women what they want Dennis Hunt los Angeles times tasteful pornography some would argue that there a no such thing. But Candida Royalle founder and head of a new York production video distribution company called Femme distribution inc., has created a thriving business out of making movies that she classifies As tasteful adult fare. What s different about these movies a also dubbed designer porn romantic porn or Yuppie Pom a is that they re aimed at women and couples. Standard adult movies Are strictly male oriented. A women like erotic movies but they like them Subtle sensual and romantic Quot Royalle said. Quot what women like is different from what men  Industry observers say single men Are still the Backbone of the adult Home video Market so the bulk of adult films a which account for 12 percent of Home video sales and rentals according to the Industry a major Trade journal adult video news a continue to be geared toward them. But a study last year by that Magazine indicated that a sub Market for couples and single women has sprouted in the last few years. The study said 29 percent of adult video customers were couples and 15 percent were women. Some retailers contend that the Market is growing. Quot we do Good business with single females a said Maurice Schofield manager of Philadelphia a adult Chain risque video. Quot and couples Are 25 to 30 percent of our  said Herb Wiener video buyer for the 12-store Texas Chain Home video plus Quot this Market couples and women accounts for 50 percent of our adult movie  in business since 1987, Femme distribution is catering to this expanding Market with videos such As three daughters sensual escape and Christine a secret. Quot it s a Market that Hasni to really been explored Quot said Royalle who appeared in some adult movies in the 70s. Quot if More companies started making movies for this Market they a upgrade the adult Industry a in addition to making  some major adult Home video companies such As Caballero Vid America and via make movies for the single male Market that also Appeal to the couples and women Market. Quot these Are movies that Don t have things in them that women would find offensive Quot Wiener said. Quot if its too hard Core women done to like  but noted Schofield Quot Only Femme makes movies exclusively for couples and women. The movies Are Ideal for that Market. Their movies do very Well in our stores. I just wish they had a larger catalogue and that they d make More movies More  what Femme does is make films in which the love making scenes Are incidental and not nearly As graphic As those in hard Core adult movies. The emphasis is on plot and dialogue. They re made from the female Point of View catering to female fantasies and containing no violence. A yes our movies have frontal nudity Quot Royalle said Quot but that a not the focus. The movies Are graphic without being Gross. The average adult movie focuses on graphic sexual coupling with Little plot or dialogue. The image of adult movies is Sleazy. We re not into Sleazy  Femme a relatively big budget approach to its projects counters what a happening in the rest of the adult business. Inexpensive cheaply made films have been flooding the Market in the last year or two. Quot customers see these cheap films that Are horribly made and figure All adult movies Are that Way a Royalle said. Quot they get turned off and wont buy or rent  most adult films Are shot directly on video. Some Cost As Little As $5,000 and Many sell in the $10-$20 Range. Often they re duplicated at slow Speed a Cost cutting measure that frequently results in blurred pictures fuzzy colors and poor sound. Royalle though said All Femme s movies Are duplicated at the fastest Speed a like regular Home video titles. Also she explained Femme a last few films had budgets in the $60,000-$70,000 Range a astronomical by Industry standards. Their retail Price is $79.95, but Many Are sold through mail order houses at a reduced Price of $39.95. Among the regular non adult releases expected this week at cafes and Viacom video stores is a she Devil starring meryl Streep and de Begley or pictured and Roseanne Barr. A Gross Anatomy a a War of the roses and a a we re no Angels were also scheduled to be  were the top 10 videocassettes in . Rentals last week according to billboard Magazine. 1 look who stalking Ria Columbia 2 Back to the future part ii Mca Universal. 3 Black rain Paramount. 4 sea of love Mca Universal. 5 the Little Mermaid Disney 6 the fabulous Baker boys Ive 7 National lampoons Christmas vacation Warner Bros. 8 Harlem nights Paramount 9 dead poets society touchtone. 10 sex lies and videotape  top 10 video sales were 1 the Little Mermaid Disney. 2 teenage mutant ninja turtles Cowa Bunga shred head family. 3 Honey i shrunk the kids Disney. 4 lethal weapon 2 Warner 5 Harvey Mca. 6 new kids on the Block hanging Tough live lbs. 7 teenage mutant ninja turtles hot Case of the killer pizzas family. 8 Indiana Jones and the last crusade Paramount. 9 sexy lingerie iihb0 10 teenage mutant ninja turtles heroes. Family. Orion pictures