The books broke records and now the film version of ''Fifty Shades of Grey'' is too - even before it's released. As Hayley Platt reports the sex industry is also enjoying a boost.
The raunchy books sent temperatures and sales soaring. Now Fifty Shades of Grey, the movie, is breaking box office records - and it hasn't even been released yet. Tim Richards is CEO of Vue Entertainment. (SOUNDBITE) (English) CEO OF VUE ENTERTAINMENT INTERNATIONAL TIM RICHARDS, SAYING: "We have pre-booked 140,000 tickets - that translates to over 1.3 million pounds in the bank before we have even showed one screening of the film. But it's not just the UK - we are seeing this in all of our markets - Poland is breaking records with 100,000 pre-bookings, Germany same thing, Italy, even in the Far East where the book sold 500,000 copies there's this huge massive pent-up demand for the movie as well." The Fifty Shades trilogy follows the passionate relationship between a college graduate and a wealthy mysterious entrepreneur, Christian Grey. Its erotic tale of dominatrix and sado-masochism helped it become a cult phenomenon. Although critics described it as 'mummy porn'. Still sales soared sending British author E.L. James to the top of the best sellers list with her first novel. Now with the imminent release of the movie the sex industry is also enjoying the benefits. (UPSOUND - "I am going to tie you down and you are going to take fifteen of these wonderful paddle strokes because you are going to be in pain and suffering, suffering for me, do you hear me?") Mistress Josephine runs a London-based dominatrix business. (SOUNDBITE) (English) DOMINATRIX AND OWNER OF LONDON MISTRESS SCHOOL MISTRESS JOSEPHINE, SAYING: "I have noticed a good fifty percent increase in my clients from the whole Fifty Shades interest." Sex shops like Ann Summers have also reported increased sales. Joyce Mukasa is a manager in London. (SOUNDBITE) (English) ANN SUMMERS STORE MANAGER JOYCE MUKASA, SAYING: "Since the trailer has come out we have seen a massive influx of customers coming in and buying across the board of our bondage range. So for example we have had our diamonte crop - we have seen sales go up by 80 per cent. We have also got our restraint systems as well that we have seen sales actually triple." The movie opens later this week ahead of the most romantic day in the calendar. Pre-booking shows 80 percent of the audience will be women. And with sex scenes said to make up more than a sixth of the film, they may be turning fifty shades of red.