This is super-easy to answer.
50 Shades, like Twilight, is a pretty sh#tty book with a massive fanbase. It got snapped up by Universal because of the moneymaking potential.
Since the source material is *beep* the producers don't need to worry about living up to a high-quality book. All they need is a competent director who they can get on the cheap. So plunder the art world. Find a director who has made some great, small-budget films, and entice her over with way less money than they'd have to pay anyone else. It's a great way to save money while also maybe getting a good film, but if the arthouse director chokes, it's okay because the fanbase is massive and will turn out to see the finished product, even if it's a wad of d@ckcheese.
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