. >> reporter: move over mr. darcy, this summer the new chick flick isn't a romantic comedy, it has women swooning. the new movie magic mike it's about abs, toned. hollywood is betting that its all about the beef cake this summer, selling even celebrating sex appeal like never before. >> hollywood has always known that women have desire and lust. they just haven't known how to sell it up in a way that women would openly enjoy. >> advance ticket sells are annihilating the competition. women have historically been doing the stripping in hollywood. think demny moore. >> the full monty made audiences laugh not lush. >> thanks to the success of bedroom block busters like "fifty shades of grey" and this add campaign. in response, ladies are reaching for their pocketbook. women didn't want to look like sleazy people. >> hollywood men in los angeles inspired magic mike, despite the economy, top dancers are make up to $1,000 a night in tips alone. what does this mean? the air of traditional pride and praj dismay be over. don't

. >> reporter: move over, mr. darcy flick isn't a romantic comedy but still has women swooning. [ wild cheering ] >> reporter: the new movie "magic mike" is as much about love, as it is abs, toned, oiled, taught abs. hollywood is betting it is all about the beefcake this summer. selling, even celebrating sex appeal like never before. >> hollywood has always known that women have desire and lust. they just haven't known how to serve it up in a way that, that women could openly enjoy. >> reporter: advanced ticket sales for "magic mike" are annihilating competition. historically, women have been doing the stripping, demi moore in "striptease" and elizabeth hurley in "showgirls." we have seen, male strip movies, but the "full monte" made women laugh not blush. marketers are seeing women in this new light thanks to the success of steamy bedroom blockbusters and "fifty shades of grey" and ads like this with david beckham. who remembers what he is selling anyway? in response ladies are reaching for their pocket books. >> women

i bet you just love that mr. darcy and sentiment beats wildly to the thought that he and -- whatever her name is, truly, honestly going to end up together. >> can i get you something? >> no, no, he's not staying. >> decaf. >> no, no. you are not staying. >> you know, this is about the -- this is for the even younger than me. younger than you, rob. this is people who are dating over e-mail. and getting to know each other. she finds out that the guy she hates is the guy she loves because she hates him in literal life and loves him in e-mail and meets him and decides ultimately after two hours she does like this guy. >> yeah. she had a wonderful way of observation. she just was the -- greatest observer of this awkward dance that men and women do with each other. she had -- she was able to tap into herself. she was able to observe others and she expressed, as join points out, for all of us, what we all went through. that's why she was so good. she made us see ourselves in ways that we knew were exactly true and she had the

i bet you love that mr. darcyental heart beats wildly that he and -- well you know, whatever her name is, are truly honestly going to end up together. >> can i get you something? >> no. he's not staying. >> mochaccino, decaf. >> you are not staying. >> welcome back to "morning joe." top of the hour. john heilemann and mark halperin with us. joining the table here in washington, former white house press secretary dee dee myers. we're going to get to political news coming up. new polls from nbc news and "the wall street journal" and quinnipiac which are showing that the presidential race tightening in some ways and taking some interesting turns. but first, and sally quinn will be joining us as well because you've probably heard by now the sad news that author, screen writer and director nora ephron died of pneumonia last night after a battle with leukemia. she leaves behind a resume packed with hollywood hits. nora ephron last wrote and directed 2009's "julie & julia," the story of a blogger who makes each one of th