L.A. Now
Alleged Chinese 'maternity tourism' operations raided in California

Topics

University of Missouri
'Grey' area: For a provocative film, many shades of marketing
'Grey' area: For a provocative film, many shades of marketing

It's no secret in Hollywood that sex sells when it comes to marketing provocative films. Studios over the years have made big money with movies including "Basic Instinct," "Fatal Attraction" and even "Sex and the City." But with "Fifty Shades of Grey," the marketing team at Universal Pictures had a tricky assignment: how to present a movie that delves into the realm of sadomasochism. In a carefully calibrated campaign more than two years in the making, the Universal team tried to sidestep stigmas and attract moviegoers who might otherwise be turned off. Billboards, film trailers and online games were scrutinized. Even the selection of colors...

Loading