‘Fifty Shades of Grey’ Tracking for $60 Million Opening Weekend

'Fifty Shades of Grey' Tracking $60

Universal-Focus’s “Fifty Shades of Grey” is already delivering plenty of box office heat for Valentine’s Day weekend, with early tracking projecting as much as $60 million for its Friday-Monday launch.

The R-rated “Fifty Shades,” which opens Feb. 13, appears to be heading toward significant profitability given the $40 million pricetag for the adaptation of E.L. James’ sex-saturated bestseller.

But there’s more uncertainty attached to forecasting “Fifty Shades” than with other titles due to the difficulty of predicting how comfortable moviegoers will be about going to an erotic romance at multiplexes — despite the fact that the graphic scenes in the book have been considerably toned down.

“Clearly, the book has a lot going for it, but it’s uncertain how much of that fervor will translate,” said Paul Dergarabedian, senior media analyst for Rentrak. “It probably has to be toned down enough from the book to do well among general audiences.”

Dergarabedian noted that Warner Bros.’ 2010 romantic comedy “Valentine’s Day” opened solidly with $63 million over the four-day Valentine’s Day weekend.

Sony opened romantic comedy “About Last Night” on Valentine’s Day last year and saw respectable returns with a $27.8 million opening weekend.

Universal is taking full advantage of the fact that Valentine’s Day falls on a Saturday this year with a promo campaign suggesting both romance and steamy sex between Dakota Johnson (as Anastasia Steele) and Jamie Dornan (Christian Grey). Showtimes start at 8 p.m. on Thursday, Feb. 12, and the ArcLight Hollywood is already nearly sold out for that first show.

Online ticketing site Fandango, owned by studio parent NBCUniversal, reported Wednesday that “Fifty Shades” is the fastest-selling R-rated title in the site’s 15-year history. Fandango said the movie is selling significantly better than normal in many Southern and Midwest states, with Mississippi, Arkansas, West Virginia, Kentucky and Alabama exceeding forecasts to the greatest extent.

The MovieTickets.com ticketing service announced this week that its January sales were up 37% compared with January 2014 due to advance ticket sales for “American Sniper” and “Fifty Shades of Grey.” It said Tuesday that 42% of all tickets sold in the previous 24 hours had been for “Fifty Shades.”

Most people are off work and school on Monday, Feb. 16, for Presidents Day, so kids will have the second weekend of “The SpongeBob Movie: Sponge Out of Water,” while Fox’s spy-actioner “Kingsman: The Secret Service” is ideal counterprogramming for “Fifty Shades.” Early tracking shows “Kingsman,” directed by Matthew Vaughn and starring Colin Firth, Samuel L. Jackson and Mark Strong, opening at about $35 million.

“There’s a lot of positive buzz on ‘Kingsman,’ so it should be a pretty good weekend for the box office,” Dergarabedian noted. “With ‘American Sniper,’ we are up about 9% so far this year over last year. It looks like we’re heading for an $11 billion year.”

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  1. Carlos says:

    Great movie!!! I truly enjoyed it. It is about much more than sex. The cast is amazing. I have read the book and have to say the movie does a great job. Looking forward to two more!

  2. beth says:

    Loved the movie. It was so much fun. Jamie and Dakota were awesome. Can’t wait for the next two movies!!

  3. I don´t know why everybody keeps making such a big fuss about the story being porn or not! I´ve read the three books and loved them as I´ve also read the whole Twighlight series ….Before jumping to wrong conclusions, why not watch the movie first and then make your comments? I believe the movie will be great and both Dakota and Jamie wouldn´t get involved with a project if they knew it could ruin their future careers as actors.I think the story is beautiful and sex is on a secondary level if you truly see the romance between them…and that´s what I´m sure will be portrayed in the movie version….as for the explicit sex,go to a video store and rent some porn vídeos to watch at home…

  4. I am so curious about the movie, for me is just a love story! The Mr. Grey´s apartment is amazing, the furniture pieces from Koket are stunning!

  5. Catherine says:

    I just read another article on the subject that suggests most of the big ticket sales are coming from the red states. What a SHOCKER! That is the same way things were with The Twilight Saga. For all of their conservative propaganda, Politically & Religiously conservative people are the most accepting & forgiving when it comes to HOT NASTY SEX, ha! (As long as it’s not gay sex or lesbian sex, right?)

    Of course 50 Shades of Grey is ALL about rough sex. It was originally ‘fanfiction’ inspired by Stephenie Meyer’s sexual fantasy that she accidentally left glaring throughout The Twilight Saga like ONLY an amateur author would. Did you KNOW that the characters of Anastasia Steele and Christian Grey were ORIGINALLY Bella Swan and Edward Cullen before EL James changes their names? Robert Pattinson has been a variation of the character of Christian Grey inside the minds of MANY older fans & anti-fans BOTH for years. You can have your porn, ladies… But please stop trying to pass it off as something ‘beautiful’ cuz it isn’t. It’s offensive, insulting and a whole lot of FUNNY.

  6. Bob C. says:

    “FILTHY Shades of Grey” is gonna be huge in all the states!

  7. Michael Anthony says:

    That’s pretty good for a soft core porn….er, romance film! Its ironic that the pre sales are high in solid red states. What’s up with that? Frustrated right wingers? Guess that bible isn’t the only thing being read down there.

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