It would be over in half that time if it weren’t for the regular-as-clockwork sex scenes and some of the most distractingly blatant product placement ever seen outside of a Bond movie.Īnd don’t get too excited about those sex scenes. That’s the whole film.ĭespite drifting along for almost two hours, 50 Shades Darker is about nothing except Christian being nice and Ana being pleased about it. He is keen on whips and chains because he had a rough childhood, he explains, but now he is willing to put all that behind him. At the start of Fifty Shades Darker, Ana is at the opening of her friend’s photography show in Seattle (creepily, this so-called friend didn’t tell her that several of those photographs would be poster-sized close-ups of her) when Christian walks in and promises her that from now on he won’t do anything in or out of the bedroom that upsets her. Overall, strategic timing and marketing have really given this franchise its success.And yet – spoiler alert – they save it in no time. There’s also a lot of drama within the storylines, which leads to the same effect of wanting to come back for more. Women grab their significant others or groups of lady friends on Valentine’s Day and set out to see what Christian Grey and Anastasia Steele are up to in the newest installment.īesides that, there’s the content itself - with topics of sex and pleasure, there is something naturally taboo about the subjects and instinctively leaving its consumer wanting to know what happens next. What the films have done specifically is branded themselves as both date night and girls-night-out flicks. Which brings us to their targeting strategy: the franchise has geared itself toward women ranging from late teens to middle-aged. From books to movies to even sex toys, the franchise has targeted their audience in many different platforms. During its opening weekend, “Fifty Shades Freed” grossed $38,560,195 domestically, again not meeting their $55 million budget.Īlthough excitement may be fading for the franchise, each film has surpassed their production budgets in total lifetime grosses. The latest film installment was released last Friday. 10, 2017 – making just $46,607,250 domestically during its opening weekend, “Fifty Shades Darker”‘s $55 million budget was not met. 13, 2015, and within the opening weekend, “Fifty Shades of Grey” surpassed its $40 million budget with domestic sales reaching $85,171,450. By the numbers, it’s evident that hype is dying down for the franchise - but time pegging, audience targeting and its content itself have all brought the trilogy success. With all books now made into films, it’s clear by looking at movie release dates that the franchise aims to market itself on the premise of Valentine’s Day. The franchise’s popularity soared as the release date approached, and the movie came out just before Valentine’s Day. Just before the first film hit theaters, “Fifty Shades of Grey” could be found in nearly every woman’s hand. It wasn’t until talk of the movies came into play that the book series took the world by storm, as the film itself brought much attention and hype to the now-franchise. It wasn’t until 2015 that the first book was adapted into a film. In 2012 the final book, “Fifty Shades Freed” was released. James’ trilogy, “Fifty Shades of Grey,” was released in May 2011, with the sequel “Fifty Shades Darker” coming out that same year. But within the past few years, something less cliche has shaken up our plans: the “Fifty Shades” franchise. Dinner reservations are being made and cards, roses and chocolate are flying off the shelves. With the 14th of February approaching, we find ourselves being consumed by the lovebug of Valentine’s Day.
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