"Fifty Shades of Grey" has done more than spice up the sex lives of the novel's 100 million readers. The movie version, opening Friday in the U.K., is also spicing up the cinema advertising industry, by selling a record number of ad slots, bringing in new advertisers, and inspiring creative executions to match the film's raunchy reputation.
In the U.K., where audiences still arrive at the cinema early to catch the glossy, big-brand commercials, "Fifty Shades of Grey" is bringing Calvin Klein Jeans to cinema advertising for the first time. The movie has also inspired the less upmarket adult clothing retailer, Vibez, to make its own cinema debut.
Other brands keen to be associated with the racy film in the U.K. include Estée Lauder, Nike, General Motors, and Universal Music, which created the "Fifty Shades" soundtrack. The movie can only be seen by viewers aged 18 or over in the U.K, but is ranked "R" in the U.S., where under-17s can see it if accompanied by an adult.
Karen Stacey, CEO of Digital Cinema Media (DCM) in the U.K., said, "We've seen a huge amount of interest from a wide range of female-focused brands looking to book into "Fifty Shades of Grey." It's set to be one of the most talked-about films of 2015 and these brands have all recognized the opportunity on offer to engage with the young, upmarket, early-adopting, social media savvy audience the film is set to attract."