I could not have known 20 years ago that two decades later we will still be making new titles in the Lovers Guide series of adult videos – or that we would still be at the cutting edge of technology. "The Lover’s Guide 3D: Igniting Desire" is the first film of its kind to be properly shot in full 3D – and it has already been hailed as "The AVATAR of sex instruction movies" by The Times.

HOW IT ALL BEGAN

It all began back in 1991 when the late, great, head of the BBFC (British Board of Film Classification) allowed us to make the first of these ground-breaking films. He said that if we could find a doctor of good standing to front it and solid organisations such as the then FPA (Family Planning association – we did! - then the BBFC would grant, what was only available on VHS in those days, an 18 certificate and allowed the legal public sale of filmed adult sexual activity on the high street for the very first time.

Despite all sorts of trials – well a near trial of me for obscenity – and tribulations – all the retailers pulled out – then WH Smith suddenly came roaring back in and brought ASDA with them, we had a huge success on our hands. Lovers’ Guide became the biggest-selling non-fiction title in the UK on VHS ever. It racked up 1.5 million sales, that’s 1 in 6 homes in Britain, and went into 13 languages and 22 other countries. In Australia it was handled by Warner Brothers and in the US it was picked up by Miramax. Since then we have been involved with such blue-chip companies as Universal, Sony, Sky, Waddingtons and many other majors.

The impact was huge. We got thousands of letters from couples basically saying that "we’ve been together for x years and haven’t had sex for y years but when we watched your program we started making love on the living room carpet before it was over. Thanks for saving our relationship". The only real opposition that we heard or was from Mary Whitehouse, though we understand that she didn’t watch beyond the opening titles.

THE LOVER'S GUIDE IS NOT PORN

Many attacked us for being porn – and said that, if you turned down the voice over, how-to soundtrack and played raunchy music, there was no difference. Actually this is wholly untrue. Porn is mostly aimed at men and with the simple purpose of getting them off. "Lovers’ Guide" shows proper lovemaking between equals; it advises men to take plenty of time with foreplay. Certainly, the films are meant to be erotic – what would happen to sex if naked bodies didn’t get pulses racing? Even religious people have to accept that this was the way their god designed procreation to happen..

It was because of this very concerned approach, intended to develop people’s sexual repertoire and enhance their relationships, that the "Lovers’ Guide’ was mostly massively taken up by women. As high as 75% of sales were to them – where porn is 99% plus bought by men.

Imitation is the sincerest form of flattery, they say, and in the twenty years since there have been many, many look alikes. Apart from one series in the U.S. they have all fallen by the wayside and only the "Lovers’ Guide" has remained. Of course, in the meantime, the Internet has come along and the huge access to sexual material it has provided. Though it covers just about any possible coupling one could imagine – and some one couldn’t – it doesn’t provide any of the caring guidance that we do. Watching Internet porn is usually a lonely, furtive activity where it is intended that couples should watch the "Lovers’ Guide" together. People were quick to attack what we were doing.

GETTING THE LOVER'S GUIDE INTO SHOPS

For all that, just as there were difficulties getting the brand into the retail sector in the early days, when it was vastly controversial, it is just as hard today. W H Smith no longer stock video and ASDA has been bought by Walmart, an American, deep-south based company that wouldn’t go near the brand it championed 20 years ago. Tesco the biggest supermarket chain has turned it down and so has Sainsbury’s – it’s hugely frustrating. We do though, now, have internet sales and we are hoping that it will do very well on the likes of Amazon and Play.com.

Certainly we are very grateful to our UK distributors, Optimum Releasing for the commitment they have made to this exciting project. And their parent company, Studio Canal, is handling distribution in the rest of the world. They were very enthusiastic about being involved with the 20th anniversary edition of what has now become a hugely well-know and trusted brand.

HOW TO SHOOT LOVEMAKING IN 3D

For this milestone, turning to 3D provided an incredible new dimension. At first properly shooting in 3D seemed hugely daunting and I was concerned at all the cheap tricks – breast and penises sticking out of the screen – that would be absolutely counter to what we are the brand is about. The extraordinary thing is that when you actual watch it in full HD 3D it is much more immersive and suddenly it is the 2D versions, where you feel more voyeuristic as "a fly on the wall". The 3D actually engages the viewer in a direct and involving fashion. It’s much more compelling which stops just short of you feeling like the third person in the bed.

The ‘Lovers’ Guide’ is really meant to be "don’t tell me – show me"; it is meant to visualize a range of ideas in order to inspire viewers to try new ideas in their own sex lives – hence the sub title "Igniting Desire". That’s why it is so exciting to bring the message to a whole new group of people in an absolutely innovative way. We are, once again, the leaders in the field.

The actual shooting presented all kinds of problem. We had two very high definition (Red One) cameras locked together to give the viewpoint of each eye. That made the camera rig very heavy – and you certainly couldn’t put it on your shoulder and get in amongst the action. Because of the stereo, you can’t even zoom in – all you can do is track around. It all takes a lot of time – and it can be difficult keeping the men ‘ready for action", shall we say.." 3D is such new technology that we were finding our way at every stage of the production. .

Editing for 3D is also a whole new ball game. Shots have to be left longer and dissolves can look strange when people move to different places seemingly ‘in front’ or ‘behind’ the screen. Rapid cutting that can add pace to a normal 2D production would give you a headache if you tried it for 3D viewing.

LOVER'S GUIDE IN CINEMAS

Though the cinema release was limited and though many of the potential audience turned out to be too daunted to turn up, I thought it looked awesome on the big screen. Many said watching sex is too private an experience but, despite others being in the space, it is mostly a one to one relationship between the viewer and the big screen – particularly when you are all wearing 3D glasses. Certainly, it was sex in a way that it has never been seen before.

Now Lovers’ Guide 3D is available on DVD – with his and hers anaglyph (red and blue lensed) glasses in the pack – and the Blu Ray disc – made for the new generation of 3D TV screens. They were in stores for Valentine’s Day and we hope that lots of couples will buy them and have a great deal of fun having the very immersive experience of watching sex in 3D.

It was such an extraordinary and eye-opening experience working with very confident performers who, along with our very talented crew members , were all hugely excited to be working in this cutting-edge new medium and being the first to make a film about human intimacy. The main aim, as ever, though, is for couples who watch "Lovers’ Guide 3D" to re-discover the spark in their own love lives, to try to keep things fresh and exciting and to deepen their relationships.