IT'S that time of year again spring break -- and this means another busy season for ''Girls Gone Wild.'' On a recent evening, the camera crew was up to its usual tricks, egging on college students to flash their breasts on the street, on the beach and in hotel rooms with lines like ''Do you want to get wild for me?'' ''Nice'' and ''Shake it!''

And, as usual, plenty of girls obliged. This time around, though, the crew approached men, too, asking them to drop their pants for a new video series, ''Guys Gone Wild,'' a product of uncertain market appeal that will be introduced as an experiment this summer.

''It's spring break. Why not?'' said Michael, a 20-year-old from the State University of New York at Geneseo who wore jeans, a loose shirt and a slightly dazed grin. He mooned the camera in a hotel hallway but asked that his last name not be used, explaining that being naked on tape could come back to haunt him.

Still, he said, ''It's pretty cool.''

For Joe Francis, the 31-year-old creator of the ''Girls Gone Wild'' videos, the pervasiveness of that kind of what-the-heck attitude to self-exposure has been pure gold, providing him with two mansions, including one in Bel Air, Calif., a ski retreat and two jets. Though buyers of his $9.99 (and sometimes more) videos and DVDs, well-advertised on late-night infomercials, are mostly young men, the sunburned, woozy party image the videos project has reached well beyond its core audience. Stars like Brad Pitt have been photographed wearing ''Girls Gone Wild'' trucker hats, television shows like ''Curb Your Enthusiasm'' have written the videos into their story lines and John Kerry has jokingly proposed the release of a ''Kerry Gone Wild'' video.