The most anticipated (sort-of-romance) movie of the year will now be available in 75 IMAX theaters across the country.
“[It's] something we’re doing literally at the last minute,” IMAX Entertainment CEO Greg Foster said today. “It’s something I think we have to do in order to increase our bandwidth,” he said to Deadline.
It’s part of IMAX’s new effort to expand beyond highly anticipated franchise movies like The Hunger Games and The Hobbit. Only about eight films account for two-thirds of IMAX’s annual box office and the company is trying to stray away from this and take chances on other smaller films and projects.
IMAX decided to play American Sniper only 10 days before it came out and they just made $2 million from the large screen showing of two episodes of HBO’s Game Of Thrones.
Jamie Dornan and Dakota Johnson stunned at the London premiere of their film earlier today and with the kinky love story available to audiences at midnight tonight, the London Fire Brigade has declared a formal warning to all the romantics out there: to those who may attempt to imitate scenes from Fifty Shades of Grey, keep the key to your handcuffs within reach, TIME reported.
“In 2013-14, firefighters attended 472 incidents involving people being trapped or stuck, often in everyday household items,” the London Fire Brigade announced.
Now that you’ll be able to see the red room of pain and pleasure more up-close and personal in IMAX, it’s easy to understand the firemen’s concerns!
Fifty Shades of Grey premieres tonight at midnight tonight!
Image courtesy of ACE/INFphoto