Best Buy and Universal Pictures will give away up to $15 million in tickets to the March 30 weekend's nationwide theatrical release of Sobini Films' Peaceful Warrior. The innovative offer was announced by Adam Fogelson, president of marketing, Universal Pictures, and Jill Hamburger, vice president of entertainment, Best Buy.

Tickets for the first weekend's showings of the inspirational film adaptation of Dan Millman's perennial best-selling novel, Way of the Peaceful Warrior, will be given away through a dedicated web portal, From March 18 through April 1, customers who visit Best Buy locations across the United States will receive information on the giveaway, and visitors to will be directed to, where they will be able to obtain up to 10 free tickets. Information for the ticket giveaway will also be available in Best Buy stores and through Best Buy's Reward Zone program.

"We wanted to find a way to give this film -- and films like it -- a real chance to compete in this marketplace," stated Fogelson. "This movie's inspiring and positive message connects powerfully with people, but it simply isn't possible to reduce or market it efficiently or economically in the customary ways. We wanted to allow consumers a chance to sample the film and opted to redirect money from a traditional marketing campaign and instead purchase and provide tickets to moviegoers directly. We marshaled the various disciplines at Universal Pictures, found an enthusiastic partner in Best Buy and secured support from exhibition chains willing to experiment with us."

"We are excited to take part in this innovative effort," said Hamburger. "At Best Buy, we understand the passion our customers have for movies, and we are also strong supporters of the artists and the creative spirit behind the motion picture industry. By providing free tickets to "Peaceful Warrior," we are serving both of these goals and helping expose our customers to a movie that may otherwise not get the attention it deserves."

"We are beyond thrilled that audiences will be given a chance to experience a film that remains a passion project for everyone involved," said Sobini Films' Mark Amin and Cami Winikoff, producers of Peaceful Warrior. "Universal and Best Buy are trying something completely innovative, and we are so grateful for their dedication to give our film the chance to reach an audience that was otherwise not possible."

Sobini Films' Peaceful Warrior will have a wide national release on March 30, 2007, in association with Universal Pictures and Lionsgate. The film is based on the inspirational best-seller Way of the Peaceful Warrior. The novel and the film chronicle the semi-autobiographical story of author Dan Millman's life-altering relationship with an unlikely mentor whose teachings about spirit over strength profoundly affected not only Millman but also untold readers in the two and a half decades since the book was first published.

The film had a limited release in 2006 through Lionsgate, after which producers Mark Amin and Cami Winikoff brokered a deal between Universal and Lionsgate for this unique second-chance opportunity with Universal's Adam Fogelson, with whom they share a longstanding professional relationship.


Those interested in the giveaway can visit Best Buy locations starting March 18 for information on how to obtain up to 10 free movie theater tickets to the first weekend of "Peaceful Warrior's" wide release on March 30 - April 1. Members of Best Buy's Reward Zone program will get early access to the tickets from March 15 through March 17.

While visiting, customers will be directed to an online ticket request site, where they will be asked to enter their zip code. From there, customers will select a participating theater in their area. After selecting the theater, one or more passes will be generated that will allow up to 10 people to be admitted into that theater.

"This truly is an example of an offer with no strings attached," explained Fogelson. "We simply wanted to provide the opportunity for as many people as possible to see the film for free on its first weekend, with the hope that their word of mouth and enthusiasm might sustain interest for Peaceful Warrior. We are grateful that Best Buy joined with us in this experiment, and that theater owners also were willing to give this idea a chance to succeed."


A moving tale about the power of the human spirit, Peaceful Warrior is based on Dan Millman's perennially best-selling autobiographical novel, Way of the Peaceful Warrior. In the film, Scott Mechlowicz plays Dan, a talented-yet-arrogant college gymnast with Olympic dreams and a golden future. The athlete thinks he has it all: bookcases of trophies, endless friends, fast rides and disposable relationships. But all that is about to change.

One day, Dan's world is turned upside down after a chance meeting with a mysterious stranger he comes to know as Socrates (Nick Nolte) -- a man who holds the power to tap into new worlds of strength and understanding. After he suffers a debilitating injury, with the mystical help of Socrates and an elusive young woman named Joy (Amy Smart), Dan will grow to realize that strength of spirit is what leads a man to his true greatness.

From a screenplay by Kevin Bernhardt, Peaceful Warrior is directed by Victor Salva and produced by Mark Amin, Cami Winikoff, Robin Schorr and David Welch.