'Warrior' Free Screenings Program Deemed a 'Success' by Lionsgate, AMC Theatres

5:55 PM PDT 9/1/2011 by Kimberly Nordyke

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The mixed martial arts drama, starring Tom Hardy and Joel Edgerton, was seen by more than 17,000 people in advance of its Sept. 9 release.

Lionsgate and AMC Theatres said Thursday that more than 17,000 people attended free advance screenings for mixed martial arts drama Warrior via the AMC Stubs rewards program.

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The screenings, which took place at 90 AMC theatres in 47 markets nationwide Wednesday, marked the first time AMC has offered a free advance screening to AMC Stubs members.

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Deeming the partnership a "success," Lionsgate and AMC said tickets were snapped up quickly after they became available to on Aug. 12, with a majority of location filled to capacity.

Lionsgate exec vp exhibitor relations and operations Mike Polydoros said the promotion helped raised awareness of the film since the invitation was extended to more than 1.5 million AMC Stubs members.

Sun Dee Larson, vp film marketing and communications at AMC, added that response from rewards program members on the exhibitor's Facebook page and Twitter feeds was positive.

FILM REVIEW: 'Warrior'

Warrior, which opens Sept. 9, stars Tom Hardy and Joel Edgerton as estranged brothers who find themselves on a collision course to face off in a mixed martial arts contest.

Jennifer Morrison and Nick Nolte also star in the film, directed by Gavin O'Connor.

AMC Stubs members pay $12 a year to receive benefits like a $10 AMC Stubs reward for every $100 spent at AMC and free upgrades on popcorn and fountain drinks.