Lionsgate, maker of movies such as Hotel Rwanda, Crash, Saw, and Kick-Ass, has teamed up with Groupon to promote its new movie, The Lincoln Lawyer. The two-day promotion, which began on March 16, offered Groupon users the chance to buy tickets to the movie for $6. As far as I know, this is the first type of deal between Groupon and a major film studio.
According to a post on the LA Times, this promotion sold roughly 190,000 tickets. If this number is accurate, at $6 a piece, that's $1,140,000 worth of movie tickets sold through Groupon in a two-day period. With Groupon taking a 50% cut of the sales, that means that the company grossed $570,000. Not bad for two days worth of work.
So, why does this matter? Fandango, which facilitated the promotion, reported that 31% of all tickets sold on that Thursday were to The Lincoln Lawyer. Rango, who was second on that list, accounted for only 12% of all tickets. You can count on the fact that a large percentage of these numbers were from mobile users. As with every first-mover, it is unknown whether or not this strategy will work for the movie and entertainment industry, but you can bet that others will try. It appears that more and more industries are beginning to embrace mobile and eCommerce, and it will be interesting to see who does it next..
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