HOLLYWOOD, Calif. — Hustler, one of adult’s most iconic, long-lived brands, celebrated its 50th anniversary Thursday with a star-studded black-and-gold gala at its flagship Hustler Hollywood location.

The event, hosted by Liz Flynt in honor of Hustler’s iconic founder, her late husband Larry Flynt, celebrated the brand’s legacy as a source of popular, U.S.-made adult entertainment and also in championing free speech and First Amendment protections for all sexual expression.

The capacity crowd at the Hollywood Blvd. store mingled around an open bar offering signature martinis and all-night offering of delicious party food. A small just-for-fun poker table paid homage to one of Larry Flynt’s greatest diversification moves, his careful nurturing of profitable California card rooms branded as Hustler Casinos.

Pleasure product and adult industry insiders mixed with award-winning performers — including several XBIZ Performers of the Year like reigning POTY Vanna Bardot — and historic adult industry personalities, all paying tribute to The House That Larry Built.

“This is Hustler’s 50th anniversary, and I was here for all 49 before this one,” veteran industry legal expert and Larry Flynt’s historic attorney Paul Cambria told XBIZ. “I just miss Larry, because we’d have a lot more action in and out of the courtroom if he was alive!”

Cambria praised Liz Flynt’s stewardship of her husband’s legacy and her skill in growing the extremely successful business she inherited.

“An event like this just shows that things are continuing to grow,” Cambria said. “The company just bought another 80 stores to add to the 100 they already had. They’re going to keep expanding, and it’s great. The stores were a big priority for Larry, and casinos were a priority, and also the movie business. The whole thing he carefully built still works.”

Liz Flynt took a few moments from her graceful hostessing — including dancing to the retro pop tunes celebrating the last five decades and taking photos with long-time friends and associates at a crowd-attracting photo booth that allowed attendees to pose as Hustler cover models — to tell XBIZ about the meaning of the occasion.

“We survived 50 years, and we’re all here to honor and pay tribute to Larry,” she explained, visibly moved. “50 years to me means here we go for 50 more! It means a whole lot that I am here to carry on Larry’s legacy and to celebrate the magazine.”

The stores, Flynt added, continue thriving. “Hustler, you know, is a national brand across the country, along with our 40 new Lovers stores after our merger, we are very excited to have them in the family.”

Liz Flynt also wanted the Hustler fans to know the company was thankful for their support, and also for the survival of the flagship magazine.

“This gala also honors you, the fans, for keeping us in print monthly, now and for more years to come!” she added. “So thank you all.”

The MC stopped the party twice to offer Liz Flynt a chance to receive special diplomas from city and state officials. A rep from District 13 Councilperson Hugo Soto Martinez presented “a very special proclamation on behalf of the City of Los Angeles and its residents to Liz Flynt and Hustler Hollywood in celebration of their 50th anniversary. Congratulations on 50 years of breaking barriers and fighting for a more liberated and accepting society. On this most momentous occasion, we join the community in recognizing September 19, 2024 as ‘Hustler Day’ in Hollywood.”

Flynt made a few remarks praising the company founder and stating that “he loved growing the company, and he loved his employees most.”

Later, California State Senator Stephen Bradford presented Flynt with a state recognition, reminiscing about how Larry Flynt took a chance on his home city of Gardena to place one of the first Hustler Casinos there.

Veteran industry director Will Ryder told XBIZ, “I’ve been looking at Hustler magazine ever since it first came out. I love it, and I never imagined in my wildest dreams when I was younger that one day I would be sitting at dinner across the table from Larry Flynt, having dinner with the maestro himself. Larry represented American values. I thought he was a wonderful American. He fought for free speech and he paid the ultimate price, took a bullet, you know, because he totally believed in what he did, and I’ll be grateful for him forever.”

Ryder reflected on how Flynt gave him his start through Hustler Video distributing his first parody, “Britney Rears.”

“It went on to be the biggest selling movie in the Larry Flynt empire that year,” he noted. “And that’s what launched my career. So I had a long relationship with Hustler Video, and I’m happy to see them reach 50 years.”

Top talent agent Mark Spiegler — who arrived accompanied by much of his stellar roster — told XBIZ that “Hustler has been around forever, and if I had to describe it in one phrase, I’d pick ‘free speech.’ Even though many people may not agree with what the guy said, and even if he may not agree with some of the stuff they said, Larry Flynt still fought for the right to say it.”

Spiegler also reflected on how unusual it was for any adult company to be around for 50 years, “because the business changes so much. I myself will have been 40 years in the business next year.”

Pleasure products business leader Chad Braverman, of Doc Johnson, called Hustler’s success “almost unbelievable.”

“I mean — what a legacy, and for Liz to be here for the last couple of years and the massive expansion that she’s been able to do, it’s incredible. It’s also an incredible team, incredible stores, such an incredible brand. It’s the number one name in adult — and we love them.”