Sam Taylor-Johnson's film features Jamie Dornan as kinky billionaire Christian Grey, with Dakota Johnson as Anastasia Steele, his well-remunerated sex slave.
Dornan, best known for Belfast-set BBC2 drama The Fall, replaced Charlie Hunnam in October after the Pacific Rim star reportedly got cold feet amid overwhelming attention from fans. The film's release date was subsequently pushed back from August 2014 to Valentine's Day 2015.
A photograph published by E! Online offers a first glimpse of the Northern Irishman as Grey. Producer Dana Brunetti tweeted: "And so it begins."
EL James, author of the hit novel, posted a picture of a film slate on Instagram with the message: "Action".
Last month, Brunetti hinted that the film could be released in two different versions, with a second cut including more explicit material.
"What we're kind of hearing from the fans is they want it dirty, they want it as close as possible [to the book]," he said. "We want to keep it elevated but also give the fans what they want."
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