PARAMOUNT PICTURES IN THEATRE FEUD
Copyright 2003 www.tombraiderchronicles.com

[ June 18th 2003 ]

A promotional dispute between Paramount Pictures and Regal Entertainment Group has resulted in the Tomb Raider sequel Lara Croft Tomb Raider: The Cradle Of Life being pulled from 47 theatre complexes across the U.S., according to the Hollywood Reporter. Laden with an army of commercial partners including Daimler Chrysler Jeep - the new vehicle of choice for Lara Croft - Paramount Pictures has reportedly failed to negotiate an agreement to counter Regal Entertainment's policy of not promoting any third-party brands in its theatres without due compensation.

The point on contention appears to be the placement of an actual Rubicon Wrangler Jeep parked in theatre foyers. While Regal Entertainment Group policies includes studio promotional material, the Knoxville Tennessee based company will not promote another company's product or brand without securing some type of financial compensation. Competing theatre complexes have now been awarded the movie.

Lara Croft Tomb Raider: The Cradle Of Life - the second of three motion pictures based on the best selling videogame of the same name - pits adventurer Lara Croft (Angelina Jolie) against new villain Reiss as the pair globetrot the world in search of a mystical orb called the Cradle Of Life. The original Tomb Raider motion picture remains the highest ever grossing picture for a female driven lead and Paramount Pictures look set to continue the trend strengthened by commercial partners including Jeep Chrysler and Panasonic. Pic opens July 25th.