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.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Film News from Variety

Loading