Erika Lust Soft Edition – known as Else Cinema – is the film-maker’s first on-demand video platform that offers less-explicit feature-length films. With cinematic storylines that tap into various sexual fantasies, from group sex to passionate affairs, the service bills itself as a safe space that makes softer erotica more accessible to women, couples and younger consumers.
As well as directing many of the films, Lust and her team hand-pick films from a growing movement of ethical and sex-positive directors who positively portray female sexuality. As well as films, Else Cinema will host interviews, behind-the-scenes content, photography and editorial content, providing subscribers with an ad-free experience that aims to change the face of adult entertainment.
As explored in Conscious Deceleration, erotica is undergoing a female-driven transformation, as consumers seek a slower approach to pleasure in the form of Sensory Stimuli.