Despite some less-than-stellar reviews, the movie adaptation of E. L. James’ “50 Shades of Grey” is doing stellar at the box office. Drawing in $239.7 million world-wide so far, it’s the best performing R-rated opening internationally.
While the book shot to fame for its explicit nature and for bringing BDSM out of the shadows into the mainstream – albeit to some concerns – the film " is being screened in full in Lebanese theaters, which speaks volumes for the tepid nature of the sex scenes ." It hasn’t been approved for screening in other regional countries, with the film being withdrawn from the United Arab Emirates market after censors cut 35 minutes from it .
But whatever erotic flare might have been lost in the film adaption, James seems to be making up for it with merchandise timed for the movie’s release .
United States-mass retailer Target has a “50 Shades of Grey, The Official Pleasure Collection,” along with a “vibrating love ring.”
The world’s largest retailer, Wal-Mart, has also gotten in on the action, though with a slightly tamer offering. It’s $69.99 Fifty Shades of Grey: Gourmet Gift Basket offers a pair of handcuffs alongside an odd selection of food, including English tea cookies. Who can say yum for BDSM?
It’s not just American companies that have gotten over any fear of being connected with a movie promoting BDSM; Britain’s Tesco supermarket launched a line of 50 Shades lingerie last fall.
But in what has to take the cake for most surprising – or disturbing – promotion, online baby wear retailer Squiggly Boo has a onesie for your little tyke – because that’s normal.
While it might be laudable that James was able to push BDSM into the mainstream, it’s kind of amazing that she was able to push it straight through into crass commercialization.