XBIZ Awards are given annually to honour "individuals, companies, performers and products that play an essential part in the growth and success of adult films" and have been described by XBIZ publisher and founder Alec Helmy as being "born out of the industry's desire for an awards event that not only encompasses all facets of the business but one which presents it in a professional light and honors it with class". The XBIZ Awards in the adult film industry have been compared to the Golden Globes in the mainstream film industry. The 2010 XBIZ Awards were held in at the Avalon in Hollywood.