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| Author | Zoe Aresti |
The Fifty Shades series has been a genuine phenomenon, with the first two films becoming the biggest 18 certificate films of all time in the UK.
The audience has been consistent too, with both films profiling 73% female, two of the strongest female films in years.
This final part of the trilogy, Fifty Shades Freed, is out in cinemas this Friday, 9 February, and is one of the best ways to reach a female audience in any medium in 2018.
There’s still time book into what’s set to be 2018’s biggest female film.
Plan your campaign or contact your DCM rep for more information today.
Fifty Shades Freed – key stats
- Fifty Shades of Grey banked £35m in the UK, smashing the record for an 18-cert film by over £12m.
- Film Monitor data shows that both Fifty Shades films have attracted an audience that is 73% female - profiling higher than shows including Love Island and Hollyoaks and comparative to E4’s Made In Chelsea
- Fifty Shades of Grey and Fifty Shades Darker are the top two grossing 18-cert films of all time in the UK – ahead of titles including The Wolf Of Wall Street and Gone Girl
Fifty Shades cinemagoers pay for quality:
- Fifty Shades fans love wearing fragrance, regularly use skincare products and key purchase influences include product quality and celebrity endorsements.
- 83% more likely to agree that when they ‘see a new brand I often buy it to see what its like’
- 61% wear a fragrance
- 34% are heavy skincare users
- 75% buy toiletries and cosmetics based on the quality of the product
- More than 2x as likely to agree that ‘celebs influence my purchase decisions’ (18.5% vs. 7.5%)
Source: GB TGI 2017 Q3 (April 2016 – March 2017), Target: Ffity Shades Darker cinemagoers, Base: All Adults