MINNEAPOLIS, March 23 (UPI) -- Best Buy and Universal Pictures announced plans to give away $15 million in tickets to the March 30 weekend's U.S. theatrical release of "Peaceful Warrior."
Tickets for the first weekend's showings of the film adaptation of Dan Millman's best-selling novel, "Way of the Peaceful Warrior," will be given away via the portal, www.bestbuy.com/peacefulwarrior, through April 1, the companies said in a news release. Up to 10 free tickets can be requested.
"We wanted to find a way to give this film ... a real chance to compete in this marketplace," said Adam Fogelson, president of marketing for Universal Pictures in Universal City, Calif. "This movie's inspiring and positive message connects powerfully with people," but needed to be marketed creatively.
After deciding to purchase tickets and distribute them to movie-goers directly, Fogelson said Universal Pictures found an "enthusiastic partner" in Best Buy, headquartered in Minneapolis.
"By providing free tickets to 'Peaceful Warrior'," said Jill Hamburger, Best Buy vice president of entertainment, "we are ... helping expose our customers to a movie that may otherwise not get the attention it deserves."
The film chronicles the semi-autobiographical story of the author's relationship with an unlikely mentor.