ICM: .XXX Sunrise Registrations Exceeding Forecast

Sep 14, 2011 11:15 AM PST

MIAMI — .XXX registrations in the sTLD's sunrise period, now in its second week, already have exceeded sales goals set for the entire 52-day period that lasts through October, ICM Registry says.

"Initial registrations have already exceeded our forecast, so things are definitely moving along nicely," Stuart Lawley, CEO and founder of ICM Registry, told XBIZ.

ICM Registry, which has placed full-page ads in the Los Angeles Times and the Financial Times, is continuing the media blitz today with the launch of a number of TV commercials, with the first one titled, "Rainmaker." Two others will follow, including "Face Off" and "King Gavin."

Each of the videos stars the bearded character Gavin, who even has his own Facebook page.

"It's a series of four commercials, initially," Lawley said. "We will probably release one every week."

ICM Registry rolled out Sunrise A and Sunrise B last week, giving businesses both inside and outside of the adult entertainment industry an exclusive timeframe to register or exempt themselves.

Sunrise A registers interest from the sponsored adult community, while Sunrise B has been designed for companies outside the adult industry to protect their intellectual property.

From now through Oct. 28, those who are in the Sunrise A category can snag a .XXX domain for $209.99 for the first year on GoDaddy.com. The going rate for Sunrise B domains is $199.99.

The General Availability stage will open up the domain process on Dec. 6 on a first-come, first-serve basis. Pre-registration will cost $99.99 for the first year.

Lawley and Free Speech Coalition Executive Director Diane Duke will discuss .XXX in a session next week at XBIZ EU, the international digital media conference in London.

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