You will be redirected back to your article in seconds

Groupon pays off for ‘One’

Lionsgate raises pic awareness on site

Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions.

For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously offered discounted tickets via Groupon for last year’s “The Lincoln Lawyer,” which ended up grossing a solid $58 million Stateside.

Neither offering was aimed at goosing box office, but rather was intended to act as a way of increasing word of mouth. (Social-buying site Livingsocial offered a similar date package for Summit’s “Man on a Ledge.”)

According to Lionsgate, 32% of “Money’s” entire audience polled on opening night was aware of the Groupon deal, but only 11% of auds bought tickets using the promotion.

More telling, however, is that 93% of the film’s Groupon patrons saw “Money” because of the discounted rate. That means just 7% of Groupon auds already intended to see the film, Groupon notwithstanding.

While sites like Groupon and Livingsocial mainly focus on opening weekends, studios look to the promotions as a way to build buzz through subsequent frames as well. So far, both “Money” and “Man” have done OK-to-solid midweek business. And with positive audience reactions, the holdover pair could settle nicely in the market.

More Film

  • James Toback sexual harassment

    Dozens of Women Accuse Director James Toback of Sexual Harassment

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

  • Robert Hawkins, Variety Rome Correspondent, Dies

    Bob Hawkins, Longtime Variety Journalist in Italy, Dies at 93

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

  • Boo 2! A Madea Halloween

    Box Office: Tyler Perry's 'Boo 2!' Tops Downbeat Weekend With $21.7 Million

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

  • Aida Begic Director Aida Begic poses

    Antalya Festival: Aida Begic on ‘Never Leave Me,’ Shooting Movies with Kids

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

  • Antalya Fest Opens with Walken, Syrian

    Antalya Festival Opens with Walken, Syrian Refugee Crisis-themed ‘Never Leave Me’

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

  • Interview With Carla Simón, director of

    ‘Summer 1993’s’ Carla Simón Talks About, Summer, Kids, Oscars

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

  • Processed with VSCO with a6 preset

    Turkish Cinema: The New Generation - Kivilcim Akay, Director ‘I am Also Here'

    Lionsgate’s Katherine Heigl starrer “One for the Money” exceeded expectations over the Jan. 27-29 weekend, with a bow of $11.5 million domestically. But more noteworthy is that Lionsgate chose once again to utilize a growing trend of online ticketing promotions. For “Money,” Lionsgate partnered for the second time with social-buying site Groupon. The distrib previously […]

More From Our Brands

Access exclusive content