It's billed as the steamiest film in recent times, but as thousands book advance tickets and flock to theatres on its release on Friday, the London fire brigade is concerned that the film may lead to a spike in incidents of people being stuck in handcuffs or rings.
Based on the controversial novel 'Fifty Shades of Grey' by British writer E L James, the film version is said to replicate scenes of BDSM (bondage/discipline, dominance/submission and sadism/masochism) between a business magnate and a journalism student.
Since the book was released, firefighters in London attended more number of cases of people being trapped or stuck, forcing the brigade to start a campaign called Fifty Shades of Red, asking people to think carefully before getting themselves into sticky situations.
For example, the brigade said that in November, firefighters came to the rescue of a man forced to undergo surgery to remove two metal rings that had been stuck on his genitals for three days.
"Our advice is simple", said a London fire brigade spokesperson, "If the ring doesn't fit, don't force it on. As well as being painful, you could end up wasting emergency service time if you have to call us out."
Third Officer Dave Brown, said: "The Fifty Shades effect seems to spike handcuff incidents so we hope film goers will use common sense and avoid leaving themselves red faced".
He added: "I'd like to remind everyone that 999 is an emergency number and should only be used as such. If there's a genuine emergency, fire crews will of course attend and will be on the scene to help within minutes."
The film stars Jamie Dornman as business magnate Christian Grey and Dakota Johnson as journalism student Anastasia Steele.