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What started as a 15 second teaser, in every sense of the word, launched from Beyonce Knowles’ Instagram account and comprising of lustful, suggestive shots of people having a good time, has today developed into the first official trailer for the highly publicised adaptation of Fifty Shades of Grey.

The project has already withstood waves of media attention, primarily stemming from the film’s source material, globally condemned as “mum porn”, which features many a sweaty, heavy encounter between the title character Christian Grey and student Anastasia Steele.

Thankfully upon first viewing, Sam Taylor-Johnson’s big screen treatment appears to neatly sidestep the vulgar hype surrounding this tale of submission and sexual awakening. First glances of Dakota Johnson’s Anastasia seem generic, bland almost which indeed makes Grey’s infatuation with her all the more intriguing.

Her mousey hair and wilting demeanour nonetheless make her prey to Jamie Dornan’s billionaire fetishist, whose onscreen presence even at this early stage steals the show. A walking GQ cover, Dornan quashes any indication that the role should have gone to the studio’s first choice, Charlie Hunnam.

The supporting cast, Marcia Gay Harden, Luke Grimes and Rita Ora have wisely been left out of the first trailer, allowing you to bask in the flammable allure between the meek and mighty. The only additional information about the film permitted is a near perverse rendition of Beyonce’s classic Crazy In Love, which is groaned and moaned throughout, and the film’s release date, Valentine’s Day, which assumes that this will either be a film for eager women with reluctant beaus or hordes of deprived singles.

The trailer is little more than a series of lingering looks, not dissimilar from those you would find in a reality show about young twenty somethings in L.A. That’s not to say that this trailer lacks appeal. One liners like “I don’t do romance” are hardly shocking but there is an undeniable draw to the elusive Christian Grey, and even if you haven’t read the book, or like many have read it and hated it, you can see what all the fuss is about.

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