The release date for Fifty Shades Of Grey has been pushed back to Valentine's Day 2015, the studio announced.
Universal Pictures is claiming a very saturated summer blockbuster market behind the reason to change the release date for the much anticipated film adaptation of E.L. James' novel of the same name.
The original date was August 1, 2014, but with all the casting problems the production has had ever since Charlie Hunnam, originally cast as Christian Grey departed the project, it is not surprising the opening date has been moved back.
After the quest for the hunky, troubled billionaire ended when producers found Jamie Dornan for the role, the start of production was moved back to December.
Moving the opening date to Valentine's Day 2015, is actually a smart move by Universal. It will mean that thousands of guys will be dragged to watch the movie by overly excited girlfriends and wives, thus translating into more seats being filled.
Entertainment Weekly has a new cover featuring Irish star Dornan and his Anastasia, Dakota Johnson, looking cozy with each other and in the process, making millions very excited for the movie.
— Fifty Shades of Grey (@FiftyShades) November 13, 2013
The magazine has additional photos of the two main characters for all to enjoy. Click the link below to watch.
— Entertainment Weekly (@EW) November 13, 2013
Universal tells EW the delay in casting Christian Grey is not the only reason to push back the release of Fifty Shades.
The crowded summer market was also behind the change in date, as the movie was set to go up against Marvel's potential new franchise Guardians of the Galaxy starring Chris Pratt and Benicio del Toro.
In the international market, adjustments are being made by studios to work release dates around the World Cup in Brazil in June 2014.
"We see this movie as a global event," Universal Pictures chairman Donna Langley tells EW. "The strength of this book is really worldwide, so we want to be able to take advantage of women who are invariably on vacation with their families during the month of August in Europe."
Fifty Shades Of Grey will now open the day before Valentine's Day, February 13, which falls on a Thursday to give the studio the opportunity to bank on a four day release weekend, which also coincides with the President's Day holiday.
Would the date have changed if Charlie Hunnam had not left the production?
"Together with the international marketing and distribution team, we've been looking really closely at the August date and becoming more and more convinced that the right thing to do for the movie was to push it," Langley says. "So even if Charlie had stayed, we still would have been making the date change."
What do you think about Fifty Shades Of Grey moving their release date to Valentine's Day 2015?