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Fifty Shades of Grey
Theatrical release poster
Directed by	Sam Taylor-Johnson
Screenplay by	Kelly Marcel
Produced by	Michael De Luca Dana Brunetti E. L. James
Starring	Dakota Johnson Jamie Dornan Jennifer Ehle Eloise Mumford Victor Rasuk Luke Grimes Rita Ora Max Martini Callum Keith Rennie Andrew Airlie Dylan Neal Marcia Gay Harden
Cinematography	Seamus McGarvey
Edited by	Anne V. Coates Lisa Gunning Debra Neil-Fisher
Music by	Danny Elfman
Distributed by	Universal Pictures
Release dates	February 11, 2015 (2015-02-11) (Berlin) February 13, 2015 (2015-02-13) (United States)
Running time	125 minutes
Country	United States
Language	English
Budget	$40 million
Box office	$315.9 million

Fifty Shades of Grey is a 2015 American erotic romantic drama film directed by Sam Taylor-Johnson with a screenplay by Kelly Marcel. Based on British author E. L. James' bestselling novel of the same name, the film stars Dakota Johnson as Anastasia Steele, a college graduate who begins a sadomasochistic relationship with young business magnate Christian Grey (Jamie Dornan).

The film premiered at the 65th Berlin International Film Festival on February 11, 2015 and had a wide theatrical release on February 13, 2015 by Universal Pictures. Although the film received mixed reviews from critics, it was an immediate box office success, earning more than $315 million. A sequel is planned for a 2016 release.

Plot

Anastasia 'Ana' Steele is a college undergraduate attending college near Vancouver and shares an apartment with her roommate Kate Kavanagh. Ana agrees to interview a young corporate executive, Christian Grey, at his company headquarters in Seattle for the college newspaper, after Kate becomes ill. When Ana meets him for the interview, Christian appears to show an interest in her and, soon after the interview ends, he arrives by "accident" at the hardware store where Ana is working part-time. After some ensuing small-talk, Christian agrees to participate in a photo shoot which Ana requests to accompany her college newspaper interview.

The photo shoot later takes place and Christian continues to show an interest in Ana. He invites her to stop at a coffee shop together. After talking some more to her, Christian is sufficiently impressed by Ana that he arranges to have first editions of Tess of the d'Urbervilles sent to her home after learning of her interest in literature during their conversation. On that same day, Ana goes out on the town drinking with her friends, and calls Christian spontaneously after having too much to drink. Christian senses she is drunk, asks her where she is, and decides to go personally and ask her to leave the bar. Before passing out, Ana sees Kate flirting with Christian's brother, Elliot. Ana wakes up in Christian's hotel room and is relieved to find she did not have sex with Christian.

Not overly worried about this awkward start, Ana and Christian begin dating soon thereafter and Christian asks Ana to sign a non-disclosure agreement regarding their relationship. Christian expresses an interest in exploring a subculture relationship with Ana involving controlled bondage. Ana appears to agree though she admits to be sexually naïve and that she is still sexually unenlightened and uninitiated. Ana and Christian soon engage in a sexual relationship along with some of the sexual experimentation which Christian had earlier indicated he wanted with her.

During the next few days, Christian begins to shower Ana with unexpected gifts and favors, such as a new car and laptop. One night, Ana accompanies Christian to a dinner at his parents' house, meeting Christian's father and sister. During dinner, Ana reveals she will be leaving the next day to visit her mother in Georgia. This infuriates Christian as Ana reveals she wants a relationship that is more romantic than sexual. Ana leaves and is shocked when Christian surprises her while she is drinking with her mother. The next morning, Christian takes Ana on a date in his glider. Christian leaves soon after as there is an emergency in Seattle.

Not long after returning home, Ana still sees Christian. Christian continues to express an interest in further sexual experimentation to which Ana initially consents and participates in willingly. Christian, however, continues to wish to keep Ana at a distance emotionally, which is upsetting to Ana. Ana then asks Christian to show her what he really wants. They have an ensuing sexual encounter where Christian shows an excessive desire to use his own variety of rough sex. Ana senses this as disturbing and not within the bounds of her more romantic expectations of Christian. Ana becomes resolved that Christian is wrong for her and that she believes that Christian's experimentation borders on being deviant and excessive. At her insistence, the two part company in the hallway outside his apartment.

Cast

• Dakota Johnson as Anastasia "Ana" Steele.
• Jamie Dornan as Christian Grey.
• Eloise Mumford as Katherine "Kate" Kavanagh, Anastasia's best friend and roommate.
• Jennifer Ehle as Carla Wilks, Anastasia's mother.
• Marcia Gay Harden as Grace Trevelyan Grey, Christian's adoptive mother.
• Victor Rasuk as José Rodriguez, one of Anastasia's close friends.
• Luke Grimes as Elliot Grey, Christian's adopted brother.
• Rita Ora as Mia Grey, Christian's adopted sister.
• Max Martini as Jason Taylor, Christian's bodyguard and head of his security.
• Callum Keith Rennie as Raymond "Ray" Steele
• Andrew Airlie as Carrick Grey, Christian's adoptive father
• Dylan Neal as Bob Adams, Anastasia's step-father.
• Anthony Konechny as Paul Clayton, the brother of the owner of Clayton's Hardware Store.
• Emily Fonda as Martina
• Rachel Skarsten as Andrea, Christian's assistant

Production

By early 2013, several Hollywood studios were keen to obtain film rights to the New York Times bestselling Fifty Shades trilogy of novels. Warner Bros., Sony, Paramount, Universal and Mark Wahlberg's production company put in bids for the film rights. Universal Pictures and Focus Features secured the rights to the trilogy in March 2012. Author James sought to retain some control during the movie's creative process. James chose The Social Network producers Michael De Luca and Dana Brunetti to produce the film. Although American Psycho writer Bret Easton Ellis publicly expressed his desire to write the screenplay for the film, Kelly Marcel, screenwriter of Saving Mr. Banks, was hired for the job. Patrick Marber was brought in by Taylor-Wood to polish the screenplay, specifically to do some “character work”. Universal hired Mark Bomback for script doctoring. Mark Bridges served as the costume designer. Entertainment Weekly estimated the film's budget as "$40 million-or-so".

Director

By May 9, 2013, the studio was considering Joe Wright to direct, but this proved unworkable due to Wright's schedule. Other directors who had been under consideration included Patty Jenkins, Bill Condon, Bennett Miller, and Steven Soderbergh. In June 2013, E. L. James announced Sam Taylor-Johnson would direct the film adaptation. 9½ Weeks, Last Tango in Paris and Blue Is the Warmest Color were all cited as inspirations for the film by Taylor-Johnson.

Casting

Bret Easton Ellis stated that Robert Pattinson had been James' first choice for the role of Christian Grey, but James felt that casting Pattinson and Kristen Stewart in the film would be "weird". Ian Somerhalder and Chace Crawford both expressed interest in the role of Christian. Somerhalder later admitted if he had been considered, the filming process would ultimately have conflicted with his shooting schedule for The CW's series The Vampire Diaries. On September 2, 2013, James revealed that Charlie Hunnam and Dakota Johnson had been cast as Christian Grey and Anastasia Steele, respectively. The short list of other actresses considered for the role of Anastasia included Alicia Vikander, Imogen Poots, Elizabeth Olsen, Shailene Woodley, and Felicity Jones. Keeley Hazell auditioned for an unspecified role. Lucy Hale also auditioned for the film. Taylor-Johnson would give every actress who auditioned for Anastacia's role to read four pages of a monologue from Ingmar Bergman's Persona.

The studio originally wanted Ryan Gosling for Christian, but he was not interested in the role. Garrett Hedlund was also considered, but he could not connect with the character. Stephen Amell said he would not have wanted to play the role of Grey because "I actually didn't find him to be that interesting... nothing about Christian Grey really spoke to me." Hunnam initially turned down the role of Christian but later reconsidered it following a meeting with studio heads. Hunnam said of the audition process: "I felt really intrigued and excited about it so I went and read the first book to get a clearer idea of who this character was, and I felt even more excited at the prospect of bringing him to life. We kind of both suggested I do a reading with Dakota, who was her favorite, and as soon as we got in the room and I started reading with Dakota I knew that I definitely wanted to do it. There's just like a tangible chemistry between us. It felt exciting and fun and weird and compelling." In response to the negative fan reaction the casting drew, producer Dana Brunetti said: "There is a lot that goes into casting that isn't just looks. Talent, availability, their desire to do it, chemistry with other actor, etc. So if your favorite wasn't cast, then it is most likely due to something on that list. Keep that in mind while hating and keep perspective."

During October 2013, actress Jennifer Ehle was in talks for the role of Anastasia's mother Carla. On October 12, 2013, Universal Pictures announced that Hunnam had exited the film due to conflicts with the schedule of his FX series Sons of Anarchy. Alexander Skarsgård, Jamie Dornan, Theo James, François Arnaud, Scott Eastwood, Luke Bracey, and Billy Magnussen were at the top of the list to replace Hunnam as Christian Grey. Finally, on October 23, 2013, Dornan was cast as Christian Grey. On October 31, 2013, Victor Rasuk was cast as José Rodriguez, Jr. On November 22, 2013, Eloise Mumford was cast as Kate Kavanagh. On December 2, 2013, singer Rita Ora was cast as Christian's younger sister Mia. Ora originally wanted to work on the soundtrack. On December 3, 2013, Marcia Gay Harden was cast as Christian's mother, Grace.

Filming

In September, filming was scheduled to start on November 5, 2013 in Vancouver, British Columbia. The following month, producer Michael De Luca announced filming would begin on November 13, 2013.

Principal photography was again delayed and eventually started on December 1, 2013. Scenes were filmed in the Gastown district of Vancouver. Bentall 5 was used as the Grey Enterprises building.

The University of British Columbia serves as Washington State University Vancouver, from which Ana graduates. The Fairmont Hotel Vancouver was used as the Heathman Hotel.

The film was also shot at the North Shore Studios. The production officially ended on February 21, 2014. Reshoots involving scenes between Dornan and Johnson took place in Vancouver during the week of October 13, 2014.

Soundtrack

James said that the film's soundtrack would be released on February 10, 2015. The first single, "Earned It", by The Weeknd, was released on December 24, 2014. On January 7, 2015, the second single, "Love Me Like You Do" by Ellie Goulding was released, later reaching the top ten on the Billboard Hot 100, and becoming a hit for the soundtrack. A third single, "Salted Wound" by Australian singer Sia, was released on January 27, 2015.

Release

In February 2013, Universal chairman Adam Fogelson said the film "could be ready to release ... as early as next summer." The studio initially announced an August 1, 2014 release. However, in November 2013, it was pushed back to February 13, 2015 in time for Valentine's Day. Fifty Shades of Grey was first screened at the 65th Berlin International Film Festival on February 11, 2015. The film was released in 75 IMAX screens across the US on February 13, 2015.

Marketing

On January 25, 2014, more than a year prior to release, Universal displayed posters with the phrase, "Mr. Grey will see you now" in five locations across the United States. On February 14, 2014, the first photograph of Johnson as Anastasia was released. On June 18, 2014, the film's official Twitter account released the first still of Dornan as Christian in honor of Christian's birthday.

On July 9, 2014, the book's author, E. L. James, said on Twitter that the film's trailer would be released on July 24, 2014. Beyoncé debuted a teaser for the trailer on her Instagram account five days before the trailer's release. On July 24, Dornan and Johnson were on The Today Show to present part of the trailer appropriate for morning television; the full trailer, which contained more racy scenes, was released later the same day on the internet. The trailer featured a new version of "Crazy in Love" by Beyoncé which was scored and arranged by her frequent collaborator Boots. The trailer was viewed 36.4 million times in the week after its July 24 release. This made it the most viewed trailer on YouTube in 2014, until it was surpassed in October by the trailer for Avengers: Age of Ultron. However, in mid-December the trailer reached 93 million views and was again the most viewed of 2014. The trailer accumulated over 100 million views in its first week of release through different channels and websites, becoming the biggest trailer ever released in history. By February 2015, the trailer had been viewed more than 193 million times on YouTube alone. A second trailer was released on November 13, 2014. A third trailer aired during Super Bowl XLIX on February 1, 2015.

The film was promoted through an ad campaign that asked people whether they were "curious". Nick Carpou, Universal’s president of domestic distribution said: "Our campaign gave people permission to see the film." "Valentines is a big deal for couples and a great relationship event, and the date with the long Presidents Day weekend created a perfect storm for us. This date positioned us to take full advantage of the romance angle, which is how we sold the film in our marketing campaign," he said.

Rating and censorship

There was initial speculation that the film could receive NC-17 rating in the United States. Studios typically steer away from the adults-only rating due to the impact the classification has on a film's commercial viability, with some theater chains refusing to exhibit NC-17 rated films. While screenwriter Marcel said she expected the film to be NC-17 rated, producer De Luca anticipated the less restrictive R rating. On January 5, 2015, the MPAA did give the film an R rating, basing its decision on "strong sexual content including dialogue, some unusual behavior and graphic nudity, and language."

On January 30, in Australia, the film was rated MA15+ by the ACB for "strong sex scenes, sexual themes and nudity". On February 2, 2015, the British BBFC classified the film an 18 certificate, mentioning "strong sex". In Canada, Ontario, Manitoba, Alberta, and British Columbia, the film was rated at 18A by the OFRB, MFCB, AFR, and BCFCO respectively due to its "occasional upsetting or disturbing scenes, and partial or full nudity in a brief sexual situation." In Quebec, the Régie du cinéma rated the movie under the 16+ category for its eroticism. In France, the film earned a 12 rating.

Anti-pornography watchdog group Morality in Media argued that the film's R rating "severely undermines the violent themes in the film and does not adequately inform parents and patrons of the film’s content", and that the MPAA was encouraging sexual violence by letting the film by without an NC-17 rating.

The film was scheduled for a February 12, 2015 release in Malaysia, but it was denied a certificate by the Malaysian Film Censorship Board (LPF) for its "unnatural" and "sadistic" content. The LPF chairman, Abdul Halim Abdul Hamid, said Fifty Shades was "more pornography than a movie." The film was also banned in Indonesia, Kenya, Russia's North Caucasus, the United Arab Emirates (UAE), Papua New Guinea, and Cambodia. The film was released in Nigeria for a week, before being removed from cinemas by the National Film and Video Censors Board (NFVCB). Studios will not pursue a theatrical release in China.

The film's sex scenes were censored after protests from various religious groups in the Philippines, and as a result it is in limited release in that country. A similarly cut version was released in Zimbabwe.

Opposition campaign

On January 28, 2015, a campaign in the United States by the National Center on Sexual Exploitation started two petitions to boycott the film's release. Their website makes more than 50 allegations that the film has a negative impact on the community. It said, "Hollywood is advertising the Fifty Shades story as an erotic love affair, but it is really about sexual abuse and violence against women. The porn industry has poised men and women to receive the message that sexual violence is enjoyable. Fifty Shades models this porn message and Hollywood cashes the check." By February 7, one of the petitions had garnered more than 53,000 signatures.

On February 2, in Michigan, a man petitioned to halt the film's release at a local Celebration! Cinema. Despite the man's efforts, the president of the cinemas declined to cancel the release of the film. He said, "We've been in business for 70 years and people often times object to content, and it's not our job to censor the content of a widespread movie. It's not in our best interest. It's not in the community's best interest." The film sold 3,000 tickets before the release and was expected to sell a total of 10,000 tickets.

Piracy

On February 14, 2015, during the film's opening premiere, a low quality illegal leak was downloaded, via piracy sites, more than 298,037 times over a 3 days period. The top territories were the U.S., with (44,896 downloaders), followed by the U.K. (33,839 downloaders), India (19,298 downloaders) and the Philippines (16,952 downloaders).

Reception

Box office

As of 19 February 2015, Fifty Shades of Grey has grossed an estimated $102,673,020 in the North America and $209,000,000 in other territories for a worldwide total of $311,673,020. The film had a worldwide opening of $237.7 million. By grossing over $300 million worldwide, it became the sixth film directed by a female to earn more than $300 million, the others being Kung Fu Panda 2, Mamma Mia!, Alvin and the Chipmunks: The Squeakquel, Twilight, What Women Want, and Deep Impact.

Pre-release

Tickets for the film went on sale from January 11, 2015 in the United States. According to ticket-selling site Fandango, Fifty Shades of Grey is the fastest selling R-rated title in the site's 15-year history, surpassing Sex and the City 2. It also had the biggest first week of ticket sales on Fandango for a non-sequel film, surpassing 2012's The Hunger Games. It is fourth overall on Fandango's list of top advance ticket sales behind The Twilight Saga: New Moon, Harry Potter and the Deathly Hallows – Part 2 and The Hunger Games. The demand prompted US theatre owners to add new showtimes. Weeks before the film's release, several box office analysts suggested as much as a $60 million domestic four day opening while Box Office Mojo reported that a $100 million opening could be possible.

Outside the United States, the film pre-sold 4.5 million tickets in 39 markets. In the UK, the film sold £1.3 million ($1.9 million) worth of tickets a week before its release.

Theatrical run

Fifty Shades of Grey opened in the North America simultaneously with Kingsman: The Secret Service on Thursday, February 12, 2015 across 2,830 theaters and was widened to 3,646 theaters the next day making it the widest R-rated opening, and the third widest R-rated release of all time. It earned $8.6 million from Thursday night shows which is the highest late night show for a film released in February, Universal's highest late night show (previously held by Fast and Furious 6 with $6.5 million) and the second highest R-rated preview gross behind The Hangover Part II ($10.4 million). The film topped the box office on its opening day grossing $30.2 million (including Thursday previews) from 3,464 theaters setting a record for highest February opening day (previously held by The Passion of the Christ) and fourth highest overall among R-rated films. During its traditional three day opening the film opened at #1 at the box office earning $85 million, setting records for both biggest Valentine's Day weekend gross (a record previously held by Valentine's Day) and biggest President's Day weekend gross. Other records set by the film includes the biggest opening weekend for a film directed by a woman (a record previously held by Catherine Hardwicke's Twilight), the biggest opening weekend for a film released in February (a record previously held by The Passion of the Christ), the third-highest opening weekend for Universal and the fourth-biggest R-rated opening of all time. Female comprised 82% of the total audiences during its opening day, and 68% on Valentine's Day.

Outside the U.S. and Canada, box office analysts were predicting as much as $158 million opening. It opened Wednesday, February 11, 2015, in 4 countries, earning $3.7 million. It opened in 34 more countries on February 12, earning $28.6 million in three days. The film set opening day records for Universal Pictures in 25 markets and opening day records for an R-rated film in 34 territories. Through Sunday, February 15, it earned an opening-weekend total of $156 million from 58 countries where it opened at No. 1 in 54 of the 58 markets countries which is the biggest international opening of 2015, Universal's second-biggest international opening weekend ever (behind 2013's Fast & Furious 6 which grossed $160.3 million) and biggest opening weekend ever for an R-rated film (a record previously held by The Matrix Revolutions with $117 million). The three markets where the film did not opened at #1 were Singapore, Hong Kong and Thailand where the top spot was claimed by Kingsmen: The Secret Service which also opened at the same weekend. On Saturday, February 14, the film earned $55.1 million which is Universal's highest-grossing single day ever at the international box office, (a record also previously held by Fast & Furious 6 with $46.2 million). The film set an all time opening record in 13 markets, Universal's biggest opening weekend ever in 30 markets and biggest opening for any R-rated film in 31 markets.

International openings of more than $5 million were witnessed in the UK and Ireland ($20.8 million), Germany ($14.1 million), France ($12.3 million), Russia ($11 million), Italy ($10.1 million), Spain ($8.7 million), Brazil ($8.3 million), Mexico ($8.1 million), Australia ($8 million), Poland ($4.7 million) and Argentina $3.5 million).

Critical reception

The film received mixed reviews from critics. The review aggregator website Metacritic, which assigns a normalized rating, gave the film a score of 46 out of 100, based on 46 critics, indicating "mixed or average reviews". On Rotten Tomatoes, another review aggregator, the film has a score of 25%, based on 197 reviews, with a rating average of 4.2/10. The site's consensus reads, "While creatively better endowed than its print counterpart, Fifty Shades of Grey is a less than satisfying experience on the screen." In CinemaScore polls conducted during the opening weekend, cinema audiences gave the film an average grade of C+ on an A+ to F scale.

Claudia Puig of USA Today wrote that "the dialogue is laughable, the pacing is sluggish and the performances are one-note." Moira Macdonald of The Seattle Times wrote that "Fifty Shades of Grey the movie, for the record, is not quite as bad as Fifty Shades of Grey the book. But that’s not saying much." The Guardian lead film critic Peter Bradshaw gave the film one star out of five, calling it "the most purely tasteful and softcore depiction of sadomasochism in cinema history" with "strictly daytime soap" performances.

In a positive review for The Daily Telegraph, Robbie Collin called the film "sexy, funny and self-aware in every way the original book isn’t." Elizabeth Weitzman of New York Daily News praised the directing, screenplay, and Johnson's performance, but called Dornan's performance, the leads' chemistry, and the supporting cast "underused". She praised the film for honoring the essence of its source and the director's way of balancing "atmosphere with action". In The Guardian, Jordan Hoffmann awarded the film three out of five stars, writing "this big screen adaptation still manages to be about people, and even a little bit sweet", and that the sex scenes "are there to advance the plot, and only the most buttoned-up prude will be scandalised." Lisa Schwarzbaum of Entertainment Weekly gave the film a B-, writing: "This perfectly normal way of consuming erotica suggests that the movie Fifty Shades of Grey will work better as home entertainment, when each viewer can race past the blah-blah about how well Christian plays the piano and pause on the fleeting image of the man minus his pants."

Pornographic adaptation lawsuit

In June 2012, pornographic film company Smash Pictures announced its intent to film a pornographic version of the Fifty Shades trilogy entitled Fifty Shades of Grey: A XXX Adaptation. A release date of January 10, 2013 was announced. In November 2012, Universal, which had secured the Fifty Shades film rights, filed a lawsuit against Smash Pictures, stating that the film violated its copyright in that it was not filmed as a parody adaptation but "copies without reservation from the unique expressive elements of the Fifty Shades trilogy, progressing through the events of Fifty Shades of Grey and into the second book, Fifty Shades Darker".

The lawsuit asked for an injunction, for the profits from all sales of the film, as well as damages, saying that "a quickly and cheaply produced pornographic work that is likely to cause Plaintiffs irreparable harm by poisoning public perception of the Fifty Shades Trilogy and the forthcoming Universal films." Smash Pictures responded to the lawsuit by issuing a counterclaim and requesting a continuance, stating that "much or all" of the Fifty Shades material was part of the public domain because it was originally published in various venues as a fan fiction based on the Twilight series. A lawyer for Smash Pictures further commented that the federal copyright registrations for the books were "invalid and unenforceable" and that the film "did not violate copyright or trademark laws". The lawsuit was eventually settled out of court for an undisclosed sum and Smash Pictures agreed to stop any further production or promotion of the film.

Sequels

At a fan screening in New York City on February 6, Taylor-Johnson announced that the book sequels Fifty Shades Darker and Fifty Shades Freed will also be adapted, with the first to be released in 2016. Principal photography for the first sequel will commence in June and will return to Vancouver.

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External links

• Official website
• Fifty Shades of Grey at IMDb
• Fifty Shades of Grey at Box Office Mojo
• Fifty Shades of Grey at Rotten Tomatoes
• Fifty Shades of Grey at Metacritic

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