Fifty ways to a happy Valentine's

The film release of Fifty Shades coincides with Valentine's Day on Saturday.

Shades of Grey released on day for lovers

When the erotic novel Fifty Shades of Grey was released, Kiwi bondage and discipline store Khandikane sold out of whips and blindfolds.

The movie will be released two days before Valentine's Day on Saturday, so the online store has stocked up again.

The novel by British author EL James traces the relationship between college graduate Anastasia Steele and wealthy businessman Christian Grey.

Bondage and discipline, dominance and submission feature heavily in the plot.

It became a global hit, and the trilogy has sold more than 100 million copies.

The film, which stars Dakota Johnson and Jamie Dornan, is expected to be less explicit than the book.

A Khandikane spokeswoman said the Fifty Shades phenomenon had been "very lucrative" for the business.

One of its most popular sellers was a 10-piece bondage set, and it also had a popular "Fifty Days of Play" game where players roll the dice to be submissive or dominant.

Overseas, hotels are cashing in on the movie release with themed weekends, including couples massage, Christian Grey-style chopper rides and in-room butler services.

Auckland hotels approached by the Herald on Sunday had plenty on offer for Valentine's Day but were steering clear of whips and chains.

Copyright issues with the Fifty Shades brand prevented them from using the movie to promote romance weekends.

Yesterday, Family First urged people to boycott the movie, and instead donate the price of a ticket to a charity that supported families and victims of sexual violence.