recalling 'big red son'

"Every spring, the Academy of Motion Picture Arts and Sciences presents awards for outstanding achievement in all aspects of mainstream cinema. These are the Academy Awards. Mainstream cinema is a major industry in the United States, and so are the Academy Awards. The AAs' notorious commercialism and hypocrisy disgust many of the millions and millions and millions of viewers who tune in during prime time to watch the presentations. It is not a coincidence that the Oscars ceremony is held during TV's Sweeps Week. We pretty much all tune in, despite the grotesquerie of watching an industry congratulate itself on its pretense that it's still an art form, of hearing people in $5,000 gowns invoke lush clichés of surprise and humility scripted by publicists, etc.—the whole cynical postmodern deal—but we all still seem to watch. To care. Even though the hypocrisy hurts, even though opening grosses and marketing strategies are now bigger news than the movies themselves, even though Cannes and Sundance have become nothing more than enterprise zones. But the truth is that there's no more real joy about it all anymore. Worse, there seems to be this enormous unspoken conspiracy where we all pretend that there's still joy. That we think it's funny when Bob Dole does a Visa ad and Gorbachev shills for Pizza Hut. That the whole mainstream celebrity culture is rushing to cash in and all the while congratulating itself on pretending not to cash in. Underneath it all, though, we know the whole thing sucks.

Your correspondents humbly offer an alternative.

Every January, the least pretentious city in America hosts the Annual AVN Awards. The AVN stands for Adult Video News, which is sort of the Variety of the US porn industry. This thick, beautifully designed magazine costs $7.95 per issue, is about 80 percent ads, and is clearly targeted at adult-video retailers. Its circulation is appr. 40,000.

Though the sub-line vagaries of entertainment accounting are legendary, it is universally acknowledged that the US adult-film industry, at $3.5-4 billion in annual sales, rentals, cable charges, and video-masturbation-booth revenues, is an even larger and more efficient moneymaking machine than legitimate mainstream American cinema (the latter's annual gross commonly estimated at $2-2.5 billion). The US adult industry is centered in LA's San Fernando Valley, just over the mountains from Hollywood.1 Some insiders like to refer to the adult industry as Hollywood's Evil Twin, others as the mainstream's Big Red Son."

excerpt from the David Foster Wallace essay on porn industry "Big Red Son".