Fifty Shades of Grey put love in the air this Valentine’s Day and money in the tills for businesses benefiting from the phenomenon.

The hotly-anticipated film, which is an adaption of the best-selling books by E.L. James, generated $237.7m worldwide during its opening weekend with crowds of people rushing to the cinema after its release on Saturday.

More than 3,500 fans of the erotic novels watched the 18-rated movie at Maidstone’s Odeon in its first two days.

There were 40 showings in 14 screens, but by Thursday, it had reduced to nine at the Barker Road complex.

A spokesman said: “Our guests have flocked to see Fifty Shades of Grey in their thousands over the weekend and we were ready, with detailed plans in place to ensure our guests had a great time. Overall, we are thrilled with the results.”

The production stars Jamie Dornan as successful businessman Christian Grey who seduces college graduate Anastasia Steele, played by Dakota Johnson. It is notable for its scenes featuring unusual sexual practices and adult toys.

It is based on the first edition of three steamy novels, including Fifty Shades Darker and Fifty Shades Freed. The fictional characters have had an impact around the globe, which has been welcomed by the team at Vibez Adult Boutique in Beddow Way, Aylesford, who saw sales increase by 100% when the debut book was released in 2012.

Owner Tracey Whitmore is expecting a similar response as a result of the film. “We’ve been extremely busy,” she said, “We’ve got a dedicated Mr Grey room with all the official merchandise and that’s proved to be very popular.”

Mrs Whitmore was one of the thousands who watched the movie on its opening night in Maidstone. She added: “I think the whole franchise is great. It’s encouraged couples to be more adventurous and I know it’s saved dozens of relationships.”