TIME movies

Fifty Shades of Grey Trailer Most-Viewed Ever, Studio Says

The preview of the adaptation of E.L. James' erotic novel was viewed more than 100 million times

The Fifty Shades of Grey trailer isn’t just the most-watched trailer of 2014 — the studio behind it says the clip is the largest online trailer launch ever, thanks to social media.

Universal says the two-and-a-half-minute clip garnered more than 100 million views. That’s roughly the same number of books E.L. James’ erotic trilogy has sold worldwide, Deadline reports.

It’s not yet clear where all of those views have come from. Universal’s official YouTube channels took in 32.3 million viewers, while approximately 40 million views came through Facebook pages from Universal and Beyoncé, who re-recorded her hit “Crazy in Love” for the trailer. Around 13 million views came from sites like Apple, IMDb and Yahoo, while unofficial YouTube uploads brought in roughly another million.

The film, which stars Dakota Johnson and Jamie Dornan, hits theaters Feb. 13 next year.

[Deadline]

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