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

  • Berlin Facetime: Director Pascal Plante of

    Berlin Facetime: Director Pascal Plante of 'Fake Tattoos'

    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 […]

  • Film News Roundup: Maggie Gyllenhaal's 'Kindergarten

    Film News Roundup: Maggie Gyllenhaal's 'Kindergarten Teacher' Sells to Netflix

    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 […]

  • 'Mug' Review: Blackhearted Satire on Small-Minded,

    Berlin Film Review: 'Mug'

    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 […]

  • Richard Glickman Dead

    Richard Glickman, Engineer and Fog Machine Designer, Dies at 91

    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 […]

  • Aga

    Berlin Film Review: 'Ága'

    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 […]

  • Guillermo del Toro Shape of Water

    'Shape of Water' Lawsuit Spurs Debate Amid Oscar Voting

    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 […]

  • 'This Is Me' Catapults 'Greatest Showman'

    'This Is Me' Catapults 'Greatest Showman' Soundtrack Toward One Billion Streams

    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