According to an article on Mediabistro.com:
To help promote the new film The Intouchables, The Weinstein Company and Weinstein Books are giving away a free eBook with movie ticket sales.
In exchange for buying a ticket to the film, theater goers who buy a ticket to see the film between July 27 and August 3 will get a code to redeem a free copy of the eBook You Changed My Life: A Memoir, a memoir by Abdel Sellou, the man whose life the film is based on.
Now all I need is someone to film my book. I’m set because I have ebooks to give away.