‘Fifty Shades of Grey’ Has Higher Movie Awareness Than ‘Twilight,’ ‘Hunger Games’
But translating female-skewing numbers into ticket sales is Universal’s challenge
Todd Cunningham | February 3, 2015 @ 3:18 PM
Last Updated: February 3, 2015 @ 3:41 PM
Consumer awareness on “Fifty Shades of Grey,” the upcoming movie adaptation of E.L. James’ bestselling erotic novel, is among the highest entertainment researchers have seen this far out from release for an original film.
“Fifty Shades,” which stars Jamie Dornan and Dakota Johnson, doesn’t open for 10 days. But awareness levels for the R-rated and sexy romance from Universal Pictures and Focus Features are higher than those of the first installments of the “Twilight” or “Hunger Games” film franchises, data researchers told TheWrap Tuesday.
The levels are more in line with those for the sequel to a hit movie, say data experts, or the third and fourth installment of a well-liked franchise. Percentage-wise, awareness on “Fifty Shades” is in the high 80s-low 90s, compared to the mid-50s and mid-70s for other first-installment releases based on bestselling book series.
The challenge for “Fifty Shades” marketers is to translate that into ticket sales for the film, which actually has strong awareness levels among men, but skews very much toward women. To that end, the campaign has emphasized the love story more than the bondage and edgy sex that made the book controversial – and wildly popular.
“Fifty Shades” is the fastest-selling paperback ever in the United States and, with James’ two follow-up novels, has sold more than 100 million copies worldwide.
So far, emphasizing the romance elements seems to be working. “Fifty Shades” is tracking for a box-office opening north of $50 million when it debuts on Friday, Feb. 13, the day before Valentine’s Day. The following Monday is Presidents Day, so it will be a four-day weekend.
15 Times the 'Fifty Shades of Grey' Trailer Made You Shift in Your Seat (Photos)
"Mr. Grey will see you now."
The anticipation builds as you realize this is the moment you will be able to put a face to THE Christian Grey.
Squirm Scale: 1.3
Focus Features
"What was he like?"- Kate
"He was polite, intense, smart, [pause] really intimidating."-Anastasia
We could not agree more!
Squirm Scale: 3
Focus Features
"I would like to know more about you."- Christian
"There's really not much to know about me. I mean, look at me" -Anastasia
Squirm Scale: 2
Focus Features
Long pause.
"I am." -Christian
Sharp intake followed by a squirm…no he did not!
Squirm Scale: 5
"I exercise control in all things Miss Steele" - Christian
"That must be really boring"-Anastasia
Oh how wrong you are Ana.
Squirm Scale: 6
Focus Features
"I don't do romance"- Christian
Oh how wrong YOU are Mr. Grey
Squirm Scale: 5.3
Focus Features
Sexual. Sexual. Sexual… Tension
Squirm Scale: 7
Focus Features
"My tastes are [pause]…"- Christian
Abs. Abs. Abs.
Squirm Scale: 8
Focus Features
"…are very singular" - Christian
No. Words.
Squirm Scale: 8.5
Focus Features
"Enlighten me"-Anastasia
Yes, enlighten us Christian…RIGHT NOW
Squirm Scale: 9
Focus Features
Boom.
Squirm Scale: 9.8
Focus Features
Boom.
Squirm Scale: 9.9
Focus Features
Boom.
Squirm Scale: 10
Focus Features
Lucky b*tch…
Squirm Scale: BROKEN
Focus Features
1 of 15
Try watching Jamie Dornan and Dakota Johnson in the sexy “Fifty Shades of Grey” trailer without squirming a little in your seat. TheWrap ranks 15 of the most squirm-worthy moments with our notoriously accurate “Squirm Scale”
"Mr. Grey will see you now."
The anticipation builds as you realize this is the moment you will be able to put a face to THE Christian Grey.
Squirm Scale: 1.3