'Peaceful' film writes its own ticket

Universal promoting title with free admission

By IAN MOHR

While Disney's "Meet the Robinsons" and Paramount and DreamWorks' "Blades of Glory" duke it out this weekend, there's a much smaller new release that will have B.O. watchers paying close attention.

Instead of wooing auds with flashy one-sheets or trailers, Universal has taken the unusual step of promoting "Peaceful Warrior" -- based on Dan Millman's new age-y memoir about the author's time on the UC Berkeley gymnastic team -- by giving away $15 million in tickets.

Effort is aimed at building word of mouth among the same potential auds that made "What the Bleep Do We Know" a left-field indie hit. Retailer Best Buy was enlisted to dole out the ducats.

Scheme is just the latest twist in what has been an unusual road for "Peaceful."

Pic already rolled out theatrically once, via Lionsgate, taking in just over $1 million during a limited release from last June to August.

Mark Amin, who produced with Cami Winikoff, Robin Schorr and David Welch, says while the pic played particularly well in certain markets, (at one San Diego theater, it ran for three months), potential TV spots aimed at widening the pic's net went over poorly no matter what tack they took.

"The TV spot was not testing," says Amin, whose credits also include "Frida" and "Eve's Bayou." "We couldn't figure it out."

So the producers went to U marketing head Adam Fogelson to see if he had any ideas.

On its own, U had been tinkering with a ticket giveaway plan as an alternative to burning money on expensive marketing costs for pics without major stars. Fogelson embraced "Peaceful Warrior" as a solid test case.

It remains to be seen how the gambit will work. But one silver lining is already visible:

By spending $15 million on tickets to give to auds, U will get roughly half that investment back from exhibs as part of the studio's cut.