9 June 2015
Fifty Shades of Kiwi Curiousity
Brand spanking new research lifts the lid on Kiwi desire for Fifty Shades of Grey
• More than two thirds of Kiwis are curious to watch Fifty Shades of Grey
• One in ten are curious to learn about the themes of the movie
• Spicing things up in a relationship cited by one in five as a reason to watch the movie
• More than half of Kiwis are likely to purchase Fifty Shades of Grey as a gift
New research has revealed that a predominant number of inquisitive Kiwis (68%) are interested in getting their hands on
the upcoming home entertainment release of Fifty Shades of Grey, revealing they are curious to know what all the fuss is
about.
The research undertaken by Universal Pictures New Zealand, surveyed more than 1,000 New Zealanders, delving deep into
the motivations and desires of Kiwis to watch the home entertainment release of the global blockbuster.
Released this week, one in five Kiwis (20%) said they have been holding out to watch the movie once available on DVD,
Blu-ray and digital download. One in ten admitted they’re curious to know more about the BDSM themes included in the
storyline of the movie.
Universal Pictures New Zealand Managing Director Michael Coley said the findings from the report shows the appeal and
intrigue for Fifty Shades of Grey is continuing beyond the hype of the theatrical release with a significant portion of
Kiwis holding out to watch the home entertainment release.
“Fifty Shades of Grey is a global phenomenon and the research shows that New Zealanders are keen to get amongst it –
whether its diehard fans of the books, inquisitive couples, or just plain and simple curiosity, Kiwis want to be in the
know.”
While appealing to both the attached and unattached, 91% of coupled Kiwis plan to make a night of it by watching the
movie at home with their partner compared to one third (33%) of single Kiwis who plan on watching it alone.
Whether to spice things up in a relationship or for a giggle with the girls, the research also exposed a willingness to
share the Fifty Shades of Grey experience. More than half of Kiwis say they are likely to buy Fifty Shades of Grey as a
gift while almost a third (31%) say they are likely to gift it to their partner.
Fast Fifty Facts:
• Across New Zealand, interest in Fifty Shades of Grey is strong: Waikato (49%), Auckland (36%), Wellington (33%) and
Canterbury (31%)
• One in ten Kiwis are curious to learn more about the BDSM themes of the movie
• One in ten Kiwis admitted they plan to watch Fifty Shades of Grey in the bedroom
• Men (35%) and women (36%) are equally interested in watching the movie once released for home entertainment
• 29% of single Kiwis say they will watch it with friends although one third say they plan to watch it at home alone
Fifty Shades of Grey is available to purchase or rent on Blu-ray™ and DVD in New Zealand from 10 June, 2015.
Methodology
The research was conducted in May 2015 via an online survey and respondents were sourced from a nationwide consumer
research panel. The final survey sample represents results gathered from 1,000 people from across New Zealand aged 18
years and over.
About Universal Pictures Home Entertainment
Universal Pictures Home Entertainment (UPHE) is a unit of Universal Pictures, a division of Universal Studios (www.universalstudios.com). Universal Studios is a part of NBCUniversal, one of the world’s leading media and entertainment companies in the
development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns
and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company,
significant television production operations, a leading television stations group, world-renowned theme parks, and a
suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation.
-ENDS-