Thousands of people will flock to cinemas across Calderdale to see Fifty Shades of Grey on Valentine’s Day.
The raunchy novel captured the imagination of millions.
Now, the hotly anticipated adaptation of E L James’ bestselling erotic novel Fifty Shades of Grey is tipped to get crowds of cinema-goers hot under the collar when it is released today (Friday).
Staff at the Vue, Broad Street Plaza, Halifax, are gearing up for a busy weekend.
Duty manager Rob Hickling said: “We have around 400 people booked for our 8pm showing on Saturday night.”
He added that nearly 2,000 people would see the film - showing over three screens - between 7pm and 10pm on Valentine’s Day evening.
“When it went on sale people started booking as soon as possible - it’s the most pre-sales we’ve ever had.
“The book has encouraged people to go and see the film,” he said.
Emily Webster, general assistant at the Rex in Elland, said: “We’re hoping we will get a lot of people coming to see the film.
“I think it will be a big success. There’s a fan base following the book, so I think people are really, really excited.
“There seems to be a big buzz surrounding it - a lot of customers have mentioned they would like to see the film.
“People have also said the Rex would be a nice place to watch the film because of the romantic atmosphere here.”
The film will be shown at the Rex from today until Thursday, February 19, with showings at 5pm and 8pm.
Exploring the passionate love affair between entrepreneur Christian Grey and naive student Anastasia Steele, the film is expected to be a risque romp through the dark world Mr Grey keeps hidden from public view.
And Fifty Shades of Grey mania hit fever pitch on Wednesday night at the film’s world premiere in Berlin.
Screaming fans scrambled to get a selfie on the red carpet with stars Jamie Dornan and Dakota Johnson, who play Christian Grey and his lover Anastasia Steele.
Such is the expectation surrounding the film that firefighters in London have said they fear a rise in call-outs over people getting trapped in compromising situations as a result of the “Fifty Shades” effect.