When it comes to Hollywood blockbusters, the usual marketing 'tie-ins' are now a given - from fast food chain promotions to humdrum merchandising trinkets. But one hardware store chain in the UK has gone DIY in preparation for the global release of the racy "Fifty Shades of Grey," which is coming in time for Valentine's Day. The chain is prepping staff for what managers predict will be a significant increase in "sensitive" customer enquiries.

A leaked memo from B&Q stores entitled "Preparation for Fifty Shades of Grey Customer Queries" told its 20,000-plus workforce to prepare for customers looking for ropes, plastic cable ties and tape following the release of the racy flick, and has distributed copies of the sado-masochistic novel on which the film is based to its 359 stores in order to help inform staff.

The film - based on E. L. James' blockbuster trilogy of the same name, and starring Dakota Johnson and Jamie Dornan - features a scene in which lead character Christian Grey visits a do-it-yourself hardware store to stock up on accessories such as cable ties.

"All staff are encouraged to familiarize themselves with the content of 'Fifty Shades of Grey' by reading the novel or watching the film upon its release," the leaked memo encouraged, adding that staff should prepare for "sensitive" queries and respond in a "polite, helpful and respectful manner."

The memo added that the company predicts it will require "extra stock" to cope with increased demand - with a B&Q spokesperson telling AFP: "Customer satisfaction is always our number one priority."

jgt/gsw (AFP)