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I showed them having sex in beautiful surroundings." "Gay men would rather watch porn than the geography channels – and I don't think there are many films about gay Israel – so I not only showed men having sex.
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"I totally wanted to bring attention to Israel and bring tourists and it was a success," Lucas told me. The two-hour porno (purportedly the first gay adult film to use an all-Israeli cast) is loaded with long, loving shots of muscular Jewish men fucking, sucking and rimming on riverbanks and beaches – if not for all the hardcore gay sex, it could have been made by the Israel Ministry of Tourism. His worldview is clearly present in 2009's Men in Israel, one of Lucas Entertainment's most popular videos. But over the past several years, Lucas has also become notorious for using his fortune and name to promote his pet political causes – mainly, his support for Israel and hatred of Russia, the country from which he emigrated when he was 23. Misha and Sasha, a Russian couple who have lived together for eight years and appear in Campaign of HateĮverything about Lucas oozes wealth and power – a 2007 New York magazine profile called him "the Lion of Chelsea" and New York's only "bona fide member of porn royalty". I have very beautiful stuff from Mapplethorpe there." When I asked him where he had gotten one of the pictures, he replied, "Someone gave it to me as a gift… It's interesting, but it's not good enough for my apartment.
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Gay-porn-magazine covers featuring Lucas are stuck to the walls – X-Factor, Unzipped, Man, Mandate – and the decor also includes antique cameras, Lucas's law degree from Moscow State University and a set of artistic-looking photos of gay men: a naked guy standing behind an old TV, another naked guy balancing a TV on his butt. His office is, unsurprisingly, a monument to all the success he's had in his 16-plus years in the industry.
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The 42-year-old has the lean, sculpted body of a model, his skin is implausibly perfect and his muscles show through his loose-fitting shirts (he told me he works out every day). A former porn star who still dabbles in performing in films, he looks even today like a man who could sell his body for a living. I was there to see Michael Lucas, the founder and animating force of the company that bears his name. "We're the only company who still travels the world and makes big-budget movies." (MacNamara has since left Lucas Entertainment to start his own porn studio.) "We're the only company that hasn't gone belly-up or been owned by a distributor at this point," Marc MacNamara, Lucas Entertainment's then creative director, told me when I stopped by last June.
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Photo of Michael Lucas, by Matthew Leifheit.
For all this, Lucas Entertainment pays $16,500 (€12,000) a month, which it can afford thanks to its steady output of high-budget films that showcase the sexual talents of beefy muscle queens and often have cameos from D-list celebrities like Andy Dick. A few doors down from the set, the company's 15 employees sit in front of computer screens doing the behind-the-scenes work that results, eventually, in someone somewhere masturbating. Lining the hall are cabinets containing rows and piles of costumes for porn actors, who do their business in a space that can be decorated as a hotel, bedroom or pretty much anyplace else where men would plausibly have sex. The waiting room, which has a plethora of adult-film-industry awards on the walls, features a plush white chair, an abstractly shaped wooden table and a fridge stocked with green juice, almond milk and water bottles. Located on the second floor of an office building in Manhattan, the place is less a palace of sleaze and more a temple to 21st-century showbiz yuppie living. If you believe the conventional wisdom about the porn industry – that it's falling apart, that there's no money in it, that the studios that once made high-quality films are being supplanted by unwashed amateurs with webcams and stained mattresses – a visit to the immaculate offices of Lucas Entertainment will disabuse you of those notions.