First Hollywood Studio To Partner With Groupon to Promote Major Feature Film
by Daniel Haim
Lionsgate (NYSE: LGF), a leading global entertainment company, today announced its groundbreaking deal with Groupon to sell tickets and expand online visibility for the Lionsgate and Lakeshore Entertainment thriller THE LINCOLN LAWYER, starring Matthew McConaughey, Marisa Tomei and Ryan Phillippe, which opens in more than 2,500 theaters nationwide on Friday, March 18.
This is the first partnership between a major studio and Groupon, the daily deal pioneer which reaches 60 million online consumers and has changed the way customers and merchants interact since its founding in November 2008. Groupon will make THE LINCOLN LAWYER tickets available for $6 apiece during its two-day online promotion on Wednesday, March 16, and Thursday, March 17. Fandango will orchestrate the program under which consumers will purchase the deal on Groupon and will receive a special code that will be valid for redeeming tickets through Fandango.
“Lionsgate is the ideal partner to help Groupon break into the feature film category and we think THE LINCOLN LAWYER will have a wide appeal among our customers,” said Rob Solomon, President and Chief Operating Officer of Groupon. “We’re excited to partner with a company who’s willing to go beyond traditional advertising to reach consumers in the digital marketplace. It’s a strong start to what will hopefully be deep and mutually beneficial relationships with movie studios and theatrical exhibitors.”
“We are always looking for ways to reach our consumers with targeted, cost-effective and innovative campaigns,” said Lionsgate Vice Chairman Michael Burns. “Groupon is one of the most dynamic young companies in the world today, and their emergence as a digital commerce pioneer made them the perfect online partner for Lionsgate and THE LINCOLN LAWYER. We believe this agreement is the shape of things to come as Hollywood studios discover a natural alliance with smart, entrepreneurial digital partners in bringing our content to consumers with cutting edge promotional campaigns that harness the unprecedented reach of the online world. We’re delighted that our LINCOLN LAWYER partner, Tom Rosenberg at Lakeshore, shared our vision in helping us create this historic first.”
Groupon will distribute this deal and THE LINCOLN LAWYER trailers to millions of its subscribers and its network of nearly 10,000 affiliate partners. Groupon’s promotion of the deal will include an exclusive interview with THE LINCOLN LAWYER star Matthew McConaughey.
“The agreement enables us to be innovative in creating new partnerships for a digital world and efficient in developing marketing and distribution strategies for our films that capitalize on the power of new media,” said Joe Drake, co-Chief Operating Officer and President of the Lionsgate Motion Picture Group. “The deal extends THE LINCOLN LAWYER’s visibility to millions of Groupon subscribers without significant incremental marketing spend and it’s a win for everyone, especially our moviegoers.”
The deal was orchestrated by David Spitz, Executive Vice President of Domestic Distribution, Mike Polydoros, Executive Vice President of Exhibitor Relations & Operations, and Danielle DePalma, Vice President of New Media, for Lionsgate and Sumir Meghani, Director of Business Development, for Groupon.
Matthew McConaughey stars in the gripping thriller THE LINCOLN LAWYER as Michael “Mick” Haller, a slick, charismatic Los Angeles criminal defense attorney who operates out of the back of his Lincoln Continental sedan. Having spent most of his career defending petty, gutter-variety criminals, Mick unexpectedly lands the case of a lifetime: defending a rich Beverly Hills playboy (Ryan Phillippe) who is accused of attempted murder. However, what initially appears to be a straightforward case with a big money pay-off swiftly develops into a deadly match between two masters of manipulation and a crisis of conscience for Haller.
Directed by Brad Furman from a screenplay by John Romano, based on the novel by Michael Connelly, the cast also includes Marisa Tomei, Josh Lucas, John Leguizamo, Frances Fisher, Bob Gunton, Laurence Mason, with Bryan Cranston and William H. Macy. Lionsgate and Lakeshore Entertainment present a Lakeshore Entertainment Lionsgate production in association with Sidney Kimmel Entertainment Stone Village Pictures.