While cinema-goers flock in their droves to see Fifty Shades Of Grey, a gaggle of women have taken a different approach to mark the release.
Thousands have been harassing a man they believe to be the real-life Christian Grey.
And he has no qualms about the comparison.
'I started getting messages from people I didn't know,' said Brayden Olson who, like Grey, is 27 and single.