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Lionsgate bolsters movie ticket sales via Groupon

March 17, 2011

Lionsgate is partnering with Groupon to promote its new feature film “The Lincoln Lawyer” across the daily deals company’s Web and mobile channels.

The two-day promotion, which began March 16, is offering Groupon customers a chance to buy tickets to the film for $6 apiece. There is a two-ticket limit for the promotion.

“We believe that the Lionsgate Groupon deal represents a natural alliance between Hollywood studios and leaders in digital commerce and is the shape of things to come in terms of finding innovative ways to reach our moviegoing consumers,” said Peter Wilkes, senior vice president of investor relations and executive communications at Lionsgate, Los Angeles. 

“The Groupon deal is a tremendous opportunity to expand visibility of our film among millions of Groupon subscribers, and it’s a very targeted way to cost-effectively extend our theatrical marketing campaign for Lincoln Lawyer into the online community,” he said. “Groupon is exactly the kind of savvy, entrepreneurial partner with whom Lionsgate likes to do business. 

“They are one of the most dynamic young companies in the world, and they have changed the face of digital commerce in the past two years and we’re pleased to be the first Hollywood studio to do a Groupon deal.”

Lionsgate is an entertainment company with a strong and diversified presence in motion picture production and distribution, television programming and syndication, home entertainment, family entertainment, digital distribution and new channel platforms.

Groupon uses collective buying power to offer unbeatable prices and provide a win-win for businesses and consumers, delivering more than 900 daily deals globally.

Deal of the day
According to the companies this is the first partnership between a major studio and Groupon.

Fandango is orchestrating the program where consumers will buy the deal via Groupon and they will then receive a special code that will be valid for redeeming tickets through Fandango.

Mobile users can access the deal by going to their Groupon application or entering on their mobile browser.

“Mobile enables Groupon to capture users at the point of inspiration, so if they want to make weekend plans and they see a movie deal, they can buy it immediately,” Mr. Wilkes said. “This dovetails well with Lionsgate’s business model because we view our content primarily as an impulse purchase.

“This deal is a win/win for both companies,” he said. “The instant Groupon posted the deal, it was a win for us.”

Mobile tickets
In addition to being able to buy tickets, consumers can read the fine print and start a discussion with other Groupon customers interested in the deal.

Consumers can also share the deal with friends via Facebook, email and Twitter.

“For Groupon, it’s all about offering new, exclusive deal experiences,” said Julie Mossler, spokeswoman for Groupon, Chicago. “This is the launch of a new deal category for us.

“It’s an opportunity for customers to see a film that everyone is talking about and save some money too,” she said. “This deal is promoted in the majority of our markets through our daily email, Twitter, Facebook and throughout our extensive affiliate network.

“Many of our customers rely on our mobile app to shop Groupon, purchase and redeem.”

Consumers can buy tickets to the Lincoln Lawyer movie

Customers can read the interview between Matthew McConaughey and Groupon

Consumers can participate in discussions with other Groupon customers

Customers can watch a trailer for the film via the Groupon app

Consumers can redeem their ticket

Lincoln Lawyer
Groupon will distribute this deal and The Lincoln Lawyer trailers to millions of its subscribers and its network of about 10,000 affiliate partners.

Additionally, the Groupon promotion includes an exclusive interview with the film’s star Matthew McConaughey. 

Consumers can also view the trailer for the movie via Groupon’s mobile application and Web site.

“Lionsgate has really set the bar for new movie promotion,” Ms. Mossler said. “They’re leveraging the power of Groupon’s massive subscriber base and reaching consumers when they’re most likely to buy.

“Combine that with our writeups, which are free of ad speak, and our discussion board that allows customers to ask questions about the film in real time, and its really reinvigorated major motion picture promotion,” she said.

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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