Universal’s ‘Fifty Shades of Grey’ grossed an outstanding $30.2m at North America’s Friday box office for the highest ever February opening. Both first night audiences (‘C+’ cinemaScore) and critics (26% on RT) lacked any enthusiasm but it’s unlikely to impact on the film’s momentum. Competition from Valentines Day is more of a concern but the E.L. James’ adaptation should still gross $85m over the four days, comfortably above studio expectations.
The weekend’s other wide opener, ‘Kingsman: Secret Service’, starring Colin Firth, grossed $10.5m in line with market projections. Again critics and audiences were in agreement and a solid 71% critical RT average and a ‘B+’ cinemaScore should push Matthew Vaughn’s adventure comedy to a $40m session.