MUMBAI: Adult film producer Vivid Entertainment, will release a new movie, My Ex-Girlfriend, directly and exclusively through Video on Demand.

The company claims it is the first time an adult film company has ever used VOD as a primary distribution channel for its movies. The new film, starring Brea Lynn, will be released in high definition on 2 July 2007 in a trial program through the company’s VOD distribution system.

“We remain committed to the DVD sales and rental market, but as that market matures and VOD continues to grow, Vivid will stay ahead of the curve as it has always done,” says  Vivid’s co-chairman Steven Hirsch. “We plan to run our VOD and DVD operations as parallel businesses and will continue to maximize both channels of distribution.”

Vivid  has released several films to retail stores in DVD format followed six months later and then three months later by VOD. Eventually the company began releasing titles simultaneously in stores and via VOD, a strategy that resulted in a surprising increase in DVD sales, says Hirsch.