Copyright 2002 Source: Variety Magazine

[ May 20th 2002 ]

Creative Artists Agency, one of the most powerful talent agencies in the business, has added video-game icon Lara Croft to its heavy-hitting client roster with the hopes of securing strategic advertising alliances with non-gaming companies through sports and apparel, consumer product tie-ins and publishing deals. The digital heroine is the first video-game character to be represented by a major talent and literary agency and signals the movie industy's growing interest in the $20 billion video-game business.

Creative Artists Agency represents clients in film, TV, music, and literature. Collaborating with ad firm Shepardson Stern & Kaminsky, in which CAA has a 40% stake, the agency also offers marketing services to corporate clients such as Coca-Cola and Polo Ralph Lauren. CAA's first project will be to lineup partnerships timed for the release of the sixth installment of the Tomb Raider game franchise - The Angel of Darkness - that makes its commercial debut on Sony PS2 and PC in November 2002.

Paul Baldwin, Vice President of Marketing at Eidos Interactive said, "CAA created the concept of agency brand representation. Lara Croft is a person as well as a brand, with her own career and aspirations. CAA's talent representation credentials are impeccable and we felt CAA brought the ultimate combination to the table to satisfy Lara's millions of fans, as well as to help introduce her to an entirely new audience."

CAA's Elie Dekel said, "Lara Croft represents a dynamic personality for CAA and a groundbreaking type of client for our business. The fact is, Lara Croft is a star, Lara Croft is a $1 billion dollar brand and is recognized by 95% of males between the ages of 12-25. She's a pop culture icon of the highest caliber."

Since making her video-game debut in 1996, Lara Croft and Tomb Raider have sold more than 30 million units and generated $275 million for Paramount Pictures following their silver-screen port starring Angelina Jolie. This was thanks largely to a huge Tomb Raider fan-base and a series of strategic advertising alliances with Land Rover, Pepsi, Ericsson and Taco Bell.

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