BATH, U.K. — Lovehoney is gearing up for the debut of the first trailer for the forthcoming movie adaptation of “Fifty Shades of Grey,” which will premiere on the “Today” show on July 24.
“It’s great news for the whole industry,” says Lovehoney’s commercial director Ray Hayes. “It’s the start of a massive publicity campaign from Universal Studios that will build and build over the seven months until the film comes out on Valentine’s Day 2015. Only the Fifty Shades of Grey brand can generate huge mainstream interest like this.”
Universal Studios will release the “Fifty Shades of Grey” movie trailer in two feature segments on NBC-TV's “Today” show on July 24-25. It will be the first time that the trilogy’s main characters Christian Grey and Anastasia Steele are seen onscreen.
“Fifty Shades of Grey” stars Dakota Johnson and Jamie Dornan will appear in an in-studio interview on July 24. They will introduce the trailer and answer questions from the “Today” show anchors.
On Friday, July 25, “Fifty Shades of Grey” will get another boost when “Today” will air the on-the-movie-set interviews that were taped during filming earlier this year. The interviews also include contributions from “Fifty Shades” author E L James and director Sam Taylor-Johnson.
Lovehoney is adding eight new items to its Fifty Shades of Grey — The Official Pleasure Collection in readiness for the movie’s release. New products include the Ultimate Control restraint set, Totally His handcuffs, Masks On his-and-hers masks set, Pleasure and Pain nipple rings and Spank Me Please spanking ruler. The items will begin shipping in August. In addition, a new luxury-focused sex toy line is set for release in October, the company said.
“We’ve had a fantastic reaction to the new items,” says Hayes. “We’re now shipping all-new packaging and display units from our warehouse in Atlanta. Stores and websites should start planning now to make the most of the build-up to the movie release. Only Lovehoney and its distribution partners can supply authentic Fifty Shades of Grey product authorized and approved by author E L James.”
Fifty Shades of Grey — The Official Pleasure Collection and Fifty Shades of Grey — The Official Sensual Care Collection are available from distributors including East Coast News, Eldorado, Entrenue, GVA-TWN, Holiday, Nalpac, Pink Cherry, SLS Speciality, Ultralove and Williams.
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