Fifty Shades of Grey: Fathers … lock up your sons!

Ben Johnson on 15 February 2015

The Fifty Shades of Grey film adaptation of the book is released this week. It follows the relationship between college graduate Anastasia Steele, played by Dakota Johnson, 25, and businessman, Christian Grey, played by Northern Irish actor Jamie Dornan, 32. Grey introduces Steele to the world of bondage and dominant sexual role play. If you are not acquainted with the story you will be very soon.

Amusingly B&Q have recently issued a memo that provides guidelines to staff on how to deal with the increase in demand for rope, tape and wire as both the book and the film include a scene in which Grey visits a hardware store to purchase these items for sexual role play. The memo states:

“When the book was released in 2012 DIY and hardware stores in the UK and US reported increased demand of certain products and queries from customers as they tried to recreate their own “Fifty Shades” experiences.

Fathers – lock up your sons!

Running the numbers Fifty Shades of Grey is set to dominate the box offices globally … and we think fathers should be concerned by new bizarre interests that will have been peaked by this movie. The following is a brief break down of some market research and why we are confident that this will be one the greatest knee tremblers of all time, perhaps greater than the 1980’s Nine and Half Weeks.

We deployed approximately a test budget of 200 pounds in advertising on a small target audience of women (28+) on Facebook and these are the results we are seeing for pre – booking of movie tickets for the films premier night on the 12 of December.

3904 open our Facebook news feed player
1536 interacted and investigated the showtime
201 exited to buy ticket
546 watched the trailer

This is one of the cheapest and most effective campaigns we have ever run. We have historic data from movies like the Good Lie that clearly shows that women do not usually purchase their tickets online, they prefer to investigate showtimes and buy at the theatre. It’s unusual to see this level of pre booking activity for movie particularly given the demographic. So ladies … I see you shiver with anticipation!


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