Universal Giving Free Tix to New Film

"Why don't they just pay me to see the piece of crap?"

Universal Pictures has come up with an unusual plan to try to fill theaters when its film "Peaceful Warrior" opens later this month: the company is giving away $15 million worth of free tickets.

Through a partnership with Best Buy, the film company will give interested moviegoers as many as 10 free tickets to see "Peaceful Warrior" during its opening weekend, March 30 to April 1, Universal's president of marketing, Adam Fogelson, announced Tuesday.

The inspirational film, based on Dan Millman's best-selling novel, "Way of the Peaceful Warrior," doesn't lend itself to traditional promotional techniques, Fogelson said.

"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," he said. "This truly is an example of an offer with no strings attached."

The hope is that viewers' "word of mouth and enthusiasm might sustain interest" in the film, he said.

The film came out last year in limited release.

Tickets will be available online beginning Sunday, with the giveaway ending April 1.