FIFTY SHADES OF GREY just broke local box office records

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Good news perverts/romantic couples: You’ve just helped contribute to one of the single biggest paydays in local movie history. Combining Fifty Shades Of Grey, downplaying the bondage and unleashing it on Valentine’s Day was a stroke of good timing. And according to Ster Kinekor, it helped create the biggest box office day ever for the distributor. Clearly, there wasn’t a dry seat left in the house this weekend.

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“In addition to it being the biggest box office for one day, it was also the biggest Valentine’s Day and the busiest Saturday in terms of attendances at our sites countrywide,” Ster-Kinekor marketing executive Doug Place said to News24. In fact, the demand to see the film was so great, that Ster Kinekor had to open up extra screens at various cinemas to slot in some extra viewings.

With a run that is expected to end up making over R25 million at SK cinemas alone, according to marketing manager Stefan Rheeder. That’s a helluva total, and most likely one that won’t even come close to surpassing the current box office king, Avatar and its local haul of $7.7 million. I’m so confused right now, as to whether or not I want this to happen.

There’s no word yet from our other cinema branch Nu Metro as to whether or not the film was a hit, but I’d imagine that they’d release something as soon as they’re done counting their stacks of money.

Last Updated: February 16, 2015

Darryn Bonthuys

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