NY [GayCityNews]- “New York’s best defense against bad porn,” boasts the Web site for Lucas Entertainment, the sizzling company Michael Lucas started from scratch nearly a decade ago. Judging from the recent record-busting GayVN awards (the Oscars of gay porn) for his masterwork, “La Dolce Vita,” where it swept all 14 awards for which it was nominated, surely there’s some truth behind the hype, right?

The 35-year old, Russian-born Lucas, who produces, directs, and stars in many of his films, has pumped up the quality of gay porn to unprecedented levels, serving up style along with the meat. He focuses on details beyond the money shot – believable dialogue, elegant lighting, moody music and swanky sets – not to mention eye-popping talent. Chances are the sheets those studs are wrestling around in are 400-thread count, minimum.

This ain’t your uncle’s porn, bro.

Although he’s seduced legions, the “King of Gay Porn” has his share of enemies as well. The copyright holders of the original Fellini “La Dolce Vita” recently slapped him with a cease-and-desist lawsuit. Smaller studios have accused him of squeezing their videos off store shelves or elbowing them out of expos.

Months ago, an HX cover story about Lucas, with the blaring headline, “I am God, Dammit!,” reinforced his reputation as a shameless egotist (if you read the article, however, it was actually a joke). At the February 2007 GayVN awards, when he won the final award for Best Video, many in attendance stormed out in a snit. Some upstart studios are now crying “foul!” and threatening retribution.

Just prior to the GayVNs, Gay City News visited the pouty impresario at his studios in North Chelsea to find out why he’s so polarizing, and what keeps him, er, on top.

DK: What’s the lawsuit to block “La Dolce Vita” about?
ML: It’s about homophobia. It’s ridiculous for them to think that people could confuse “Michael Lucas’ La Dolce Vita” with an Italian black and white classic with subtitles. There’s a straight porn movie with that name and they didn’t bother to go after them. They are disgusted the movie is gay. Besides, I made sure my name is in the title and I warned them about the movie months ago. The suit has no merit.

DK: Aren’t you benefiting from all the publicity?
ML: I can guarantee you it is more helpful for them than for me. I would rather not be bothered with such idiots.

DK: I read that an earlier film, “Dangerous Liaisons,” cost $250,000, a record for a gay porno. How much was “La Dolce Vita?”
ML: I’m sure it was more, though I don’t have an exact figure. It’s very expensive to shoot in New York – I love this city and I love to show it. The film looks expensive, which is more important than actual cost. I don’t know anyone else who produces here, aside from the niche market companies.

DK: Why do you think most porn is bad and what makes your porn good?
ML: When someone buys my movie they know they are not throwing their money away. The sex is always hot. We interview the guys beforehand to make sure they’ll have the right chemistry. There are several pages of questions. We show sex as a full meal – from kisses to vanilla to kink. Even if [the viewers are] not into it, they like to watch. Arm pits, water sports, even fisting. We are not a fetish company, but I like to show different acts and arouse curiosity.

DK: Why bother with lavish exterior shots and a story – don’t most guys just fast-forward to the hardcore stuff anyway?
ML: So much porn has been produced over the last 40 years but it looks the same. Now people want a little more. They want to see the reasons why these guys are engaged in sex – how they meet, the foreplay. That makes sex hotter. It’s the same in life, buildups are important. But it must be done right. Much of porn is a turn off – the guys move like robots, the dialogue is ridiculous. It’s boring. With a good story, you’ll shoot over your shoulder.

DK: Unlike some studios, you insist on condoms and ban drugs from the set. Why?
ML: I don’t deal with guys who do drugs because often they can’t get hard and can become violent. I don’t want to be responsible for anyone passing out or dying on the set.

I always advocate safe sex because it’s important to be informed. Sure, I’d make more money if I produced bareback movies. I have a responsibility to tell people that sex can be hot even though you’re sober and using condoms. I am very lucky. If I was born earlier, before [AIDS] education, I might not be here talking to you right now.

DK: I was impressed by your recent “naked pitcher” safe-sex ad. Do you think HIV prevention is lacking these days?
ML: Staying Alive did that campaign, it was very nice of them. There’s not as much [education] as there should be. Sadly, I know a lot of people who got diagnosed as HIV positive this year and my doctor has also told me many patients have gotten infected. Drugs are definitely a big reason. Also, there are issues of trust, dishonesty, and not taking responsibility.

DK: You’ve denied using Viagra. Don’t porn stars pop them like candy?
ML: I tried it once years ago, but it gave me a terrible headache, my heart was racing, I turned red, I had flashes. I never took it again – I don’t need it anyway. I do allow it on the set, but I don’t think [the performer] should be red in the face. It doesn’t look so sexy.

DK: How do you account for your reputation for arrogance?
ML: It’s foreign to me to run around complaining about problems. It’s no one’s business. It’s a very American thing to show yourself as a fool, to reveal emotion. I turn on the TV and see how Britney Spears cries and cries and I think, “How can you humiliate yourself like that?” They want people to feel sorry for them. I don’t ever want anyone to feel sorry for me. People confuse strength with arrogance – I don’t play the victim.

DK: Your blog tackles heavy issues like the plight of Israelis – why not just stick to sex?
ML: I say whatever is on my mind at the moment. People e-mail me news like, “In Russia gays are not allowed in a parade,” and insist I post it on my blog. But why? My opinion will be the same. This is not interesting to me. I write about topics that people are not on the same page about, to make them think. I came to America to speak my mind. But what surprises me is that people in America are often afraid to speak their mind. Yet they are not afraid to put a label on someone who does.