“Fifty Shades of Grey” wasn’t the only R-rated picture that did impressive business - 20th Century Fox’s tongue-in-cheek spy thriller “ Kingsman: The Secret Service” premiered to $35.6 million from 3,204 locations. The movie business tends to be fixated on youth, but this Presidents Day was remarkable for the amount of adult-oriented content it boasted. Most analysts think the film will fall sharply in its follow-up weekends. Reviews for the film were tepid, and it appears audiences agree with critics, handing the film a lackluster C+ CinemaScore grade. The picture played well on premium large format screens, which drew $7.4 million, as well as on Imax, which contributed $2.1 million. “Fifty Shades of Grey’s” opening weekend audience was 68% female, 52% Caucasian, 22% Hispanic and 15% African-American. It’s usually safe and non-offensive dramas and comedies.” “It flies in the face of what you’d expect to be released on that day. “The gamble paid off,” said Phil Contrino, vice president and chief analyst at. Universal had originally slated “Fifty Shades of Grey” for an October 2014 release but moved its premiere to Valentine’s Day. “The campaign was carefully crafted to highlight the quality of the production value and to heighten the romantic aspect of the storyline and the interpersonal relationship at its heart.” “We worked to make this film accessible to the widest audience possible,” said Nick Carpou, Universal’s president of domestic distribution. In marketing materials, Universal Pictures, the studio behind the $40 million production, emphasized the love story elements of the tale of a brooding billionaire (Jamie Dornan) who whisks a timid college student (Dakota Johnson) away into a world of glider rides, pregnant pauses, smoldering glances, impossibly tight jeans, and the occasional detour into S&M. It’s an approach that could usher in a new period of sexual candor in cinema - at the very least it seems likely to last through “Fifty Shades” parts two and three. James was able to put a fresh spin on a limp genre, selling 100 million copies of her book and inspiring the smash hit movie.
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The Internet and explicit cable TV shows had made kinky cinematic adventures seem positively anachronistic, but by mixing romance with bondage, author E.L. It’s been more than a decade since “Basic Instinct” and “Disclosure” heated up the box office with sexually charged bigscreen fantasies and visions. Among the many high-water marks the saucy tale has hit, the film’s debut is the second-biggest in February history behind “The Passion of the Christ” and the fourth-biggest R-rated premiere, trailing “The Matrix Reloaded,” “The Hangover: Part II” and Mel Gibson’s aforementioned crucifixion tale. “Fifty Shades of Grey” will do more than $90 million over the four-day holiday, in addition to triggering a massive increase in heart palpitations across the moviegoing public.
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