Candles. Poetry. Respect for women. Courtship, not hookups or booty calls. Sounds pretty old fashioned, and that's precisely the point.

The upcoming romance “Old Fashioned,” a faith-based tonic for the “50 Shades of Grey” adaptation, promises all of the above and more. It’s a marketing gamble in an age when romantic movies brim with premarital sex, friends with benefits and other post-modern dating mores.


It’s the Holy Grail of counter-programming – both “Old Fashioned” and “Grey” open in theaters the same weekend. Shrewd release strategies don’t guarantee success. What might is appealing to an under-served audience eager to see romance play out in a way we haven’t seen in some time.

The film won’t have much media muscle behind it. It’s unlikely “Old Fashioned” stars Elizabeth Ann Roberts or Rik Swartzwelder will share anecdotes like this to drum up interest in the film. Then again, most American couples will likely fall back on candles and poetry on Valentine’s Day, not trips to the local sex dungeon.

“Old Fashioned” hits theaters Feb. 13, 2015.