×
You will be redirected back to your article in seconds

‘Fifty Shades of Grey’ Set for 75 Imax Screens

Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend.

Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its offerings beyond franchise tentpoles: Currently eight titles account for two-thirds of Imax’s annual box office revenues.

Universal-Focus’ “Fifty Shades of Grey” has been strong in early tracking, with projections for as much as $60 million for its Friday-Monday launch. The R-rated “Fifty Shades” appears to be heading toward significant profitability given the $40 million pricetag for the adaptation of E.L. James’ sex-saturated bestseller.

Universal’s promo campaign suggests 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.

Online ticketing site Fandango, owned by studio parent NBCUniversal, reported last week that “Fifty Shades” is the fastest-selling R-rated title in the site’s 15-year history.

More Film

  • 'Fantastic Beasts 2' Box Office: Sequel

    Box Office: 'Fantastic Beasts 2' Charms With $62 Million Debut

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

  • Wide House Unveils Flurry of Deals

    Wide House Unveils Flurry of Deals on IDFA Players (EXCLUSIVE)

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

  • IDFA: ’Hamada’s’ Eloy Domínguez Serén On

    IDFA: ’Hamada’s’ Eloy Domínguez Serén On Wit, Wisdom In Wilderness

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

  • ‘Wife’ and ‘Widow’ Win Kolkata Festival

    ‘Wife’ and ‘Widow’ Win Kolkata Festival Prizes  

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

  • Los Reyes

    IDFA Film Review: 'Los Reyes'

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

  • ‘Shadow,’ ‘Elephant’ and Politics Dominate at

    ‘Shadow,’ ‘Elephant’ Take Top Honors at Politically-Tinged Golden Horse Awards

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

  • Awkwafina, Moon So-ri, 'Bethany Hamilton' Take

    Awkwafina, Moon So-ri, 'Bethany Hamilton' Take Hawaii Festival Prizes

    “Fifty Shades of Grey” continues to generate pre-release heat with Imax coming onboard at the last minute for a release on 75 large-screen locations this weekend. Imax Entertainment CEO Greg Foster made the announcement Monday at the Stifel Technology, Internet and Media Conference. He indicated that taking on “Fifty Shades” reflects Imax’s effort to expand its […]

More From Our Brands

Access exclusive content