When .xxx goes live, ICM Registry, which is hoping to have their .xxx application approved by ICANN this week, plans to have three sunrise periods next year.
The first sunrise period would be for all porn-related trademark owners, allowing them to claim their .xxx name.
The second sunrise period would allow non-porn related trademark owners to register their .xxx name to essentially turn off the domain so that it would not be able to be registered by others. For example, Disney could register disney.xxx so that it could not be used for adult-related material. This service will require a one-time fee rather than an annual registration fee.
The third and last sunrise period will allow non-trademark porn related domains of other TLDs to register their equivalent in .xxx.
The sunrise process will be handled by Valideus.