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Originally set to hit screens August 1, 2014, the film, based on the sexy best-seller by E L James, was set to go up opposite Marvel’s potential new franchise Guardians of the Galaxy starring Chris Pratt and Benicio del Toro. Internationally things are even busier, with many studios pushing their big tentpoles out of next June and July — to avoid competition from the World Cup in Brazil — and into August.

“We see this movie as a global event,” Universal Pictures chairman Donna Langley tells EW. “The strength of this book is really worldwide, so we want to be able to take advantage of women who are invariably on vacation with their families during the month of August in Europe.”

Now the film will debut on Valentine’s Day weekend, beginning on Friday, February 13, which also coincides with the President’s Day holiday, giving Universal the opportunity to post a big three-day number for that frame.

Source: EW

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