ORIGINAL NON-SEXUAL PROGRAMS FOR GAY MARKET

By DENNIS HUNT

Aug. 16, 1985 12 AM PT

Times Staff Writer

Some video companies try to capitalize on the gay home-video market through porn cassettes. Humanus Home Video, headed by Peter Frisch, has a different approach.

The year-old company, based locally, markets non-sexual cassettes made specifically for the gay market. It appears to be the only one of its kind in Los Angeles--and possibly in the country. Even though there are millions of potential customers in the gay video market, there’s a reason why few companies have focused on the non-sexual, non-movie market.

“It’s tough marketing original programming (cassettes made strictly for home video),” Frisch observed. “Most people--gays included--want regular movies or porn movies. But we’re gambling that enough people want the kind of videocassettes we’re offering.”

Humanus’ first two titles “High Touch” ($36.95) and “The Male Couple” ($39.95) sound sexual, but they’re not. “High Touch” is a straightforward, 90-minute instructional cassette about massage, with chiropractor Bill Palaskas explaining and demonstrating the techniques. Actually, this tape is valuable for anyone who’s interested in learning about giving a good massage.

The other tape, “The Male Couple Video,” is specifically for gay males. It’s based on a book “The Male Couple” by Drs. David McWhirter and Andrew Mattison. Combining psychological commentary and vignettes performed by actors, it’s a guide to developing and nurturing gay relationships.

Frisch, former publisher of the gay journal, the Advocate, first considered entering the home-video business two years ago when he read a survey saying that an estimated 50% of gays owned VCRs. “That was triple the national level,” he said. “It was a market that wasn’t really being tapped.”

Changes in the gay life style, prompted by the AIDS threat, were also an inspiration. “Gays have to rethink their way of life,” Frisch said. “There’s now a trend away from promiscuity and toward lasting relationships. So there’s room for home videos dealing with aspects of this way of life.”

Humanus has several cassettes in the planning stages. One’s serious--for parents who have discovered that their son or daughter is gay. Another, “The Butch Journal”--a spoof of eccentricities of the gay urban male--is humorous.

Though Humanus focuses on the male market, it won’t ignore lesbians. “The Female Couple,” about the nurturing of a lesbian relationship, is on its schedule.

The obvious question is whether his company will make an educational video dealing with AIDS. “We’re developing one now that should be out in January,” Frisch replied. “We were thinking of putting out a video called ‘Safe Sex’--what is and what isn’t. But we were afraid to put out something that might be obsolete a month later because of new scientific information. But we can do a video that’s more general.”

Marketing the Humanus cassettes is somewhat tricky. “We always stress that these tapes are purely non-sexual and educational,” Frisch explained. “But many stores still won’t carry them. They claim their customers won’t be interested.”

If you don’t live in a big city, you’re not likely to find the Humanus cassettes. They’re mostly found in stores in gay sections of big cities because, Frisch noted, 75% of gays live in cities of at least 250,000. But the cassettes are also available by phone--(213) 460-4605--or by mail order: Humanus Home Video, 424 Larchmont Blvd., Los Angeles, 90004.

FALL VIDEOS: There won’t be any new announcements of fall cassette release dates for recent movies until the end of the month because video companies are saving them for the Video Software Dealers Assn. convention in Washington, D.C., Aug. 25-29.

The speculation about what’s coming for fall--or actually for the Christmas season--centers on “E.T,” the biggest money-making film of all. Will this be an “E.T.” Christmas? It makes sense to release it at Christmas since it’s basically a children’s story and would make a great gift for the kids.

Also, its recent theatrical re-release points to its being a fall video release. Universal apparently wanted to get a final bit of box-office mileage out of this blockbuster before turning it over to a videocassette company.

Some video experts still contend the studio made a mistake by not releasing this 1982 movie much sooner, back when the world was in the grips of ET-mania. They speculate it would have been a much bigger video moneymaker then. The counter argument is that waiting this long to put “E.T.” on cassette was smart since revenues are potentially greater now since there are so many more VCR homes than a year or two ago.

If “E.T” doesn’t make it to the cassette market this year, maybe Steven Spielberg’s 1984 smash, “Indiana Jones and the Temple of Doom” will. Of course, there’s always “Gremlins,” which also came from the Spielberg stable.

Even if these gems are kept on ice until next year, it won’t be a blue Christmas for video fans. Last year’s two big box-office bonanzas, “Ghostbusters” and “Beverly Hills Cop,” will most likely be released this fall. Also “Rambo: First Blood Part II,” this summer’s top grosser, may be on the pre-holiday release schedule.

There’s another possibility. “Return of the Jedi” is overdue for its cassette launching. Also, don’t rule out a fall release for “Back to the Future,” a current smash that’s approaching the $100-million mark at the box office.

Another question that’s pondered in video circles these days: What will Disney do for Christmas? It’s likely that the company will dip into its gold mine of feature-length cartoons and put out a gem. Maybe “Cinderella” or “Peter Pan” or “Snow White” or the biggest nugget of all, “Fantasia.” To stay competitive, Disney may release one of them. But if “E.T.” comes out, Disney, not wanting any of its golden cartoons overshadowed, may decide to hang on to them all until the “E.T” storm fades. After all, Disney still has “Pinocchio,” a current best seller that will still be going strong at Christmastime.

Certainly some of these superhits--along with many less prestigious movies--will be out for Christmas, making this by far the most competitive holiday season ever in the videocassette market.

Two weeks from today, at the end of the VSDA convention, most of the speculation about Christmas releases will be over. Tune in to VideoLog for the results.

NEW AND COMING MOVIES: In the stores this week: the Richard Gere movie, “King David” (Paramount, $79.95), “Lust in the Dust” (New World, $79.95)--the Western spoof starring Tab Hunter and Divine--and “Mrs. Soffel” (MGM/UA, $79.95), the prison drama/love story starring Diane Keaton and Mel Gibson.

Next week, “Desperately Seeking Susan,” featuring Madonna in her first starring role, will be available.

The last week of August will be the best of the month for new releases. “The Killing Fields,” which should be a big hit, heads a list that includes “Paris, Texas,” “The Sure Thing” and “The Purple Rose of Cairo.”

SNIPPETS: Madonna’s past continues to haunt her. A New York court squashed the singer’s attempts to foil the home-video release of a lewd, low-budget movie, “A Certain Sacrifice,” she made about five years ago. It was produced for just $20,000. Madonna, then a struggling singer-actress, was paid only $100 for a role that includes an orgy and a rape. “Sacrifice” has never been released theatrically but was shown in a Philadelphia nightclub last summer. A small company called Cinetop will put out the cassette on Oct. 1 for $59.95.

Jane Fonda, whose exercise videos are released by Karl, will announce the details of new video, due out in October, at the Video Software convention Aug. 25. Her best-selling exercise cassettes have made Fonda one of the giants of the home-video industry.

A budding exercise celebrity, gymnastics champion Mary Lou Retton, will make her cassette debut in mid-September with “ABC Fun Fit,” also on Karl, selling for $29.95. This falls in the kidvid category since these exercises are for the pre-teen set. This half-hour cassette is aimed at the average youngster and is not specifically for young gymnasts.

TOP VIDEOCASSETTES, SALES 1--”We Are the World: The Video Event” (MusicVision ).

2--”Jane Fonda’s Workout” (Karl).

3--”Pinocchio” (Disney).

4--”Wrestlemania” (Coliseum).

5--”Singin’ in the Rain” (MGM/UA).