Copyright 2001 Source: Hollywood Reporter

[ February 22nd 2001 ]

Yesterdays announcement by Swedish mobile phone giant Ericsson that a range of its cutting-edge mobile communication technologies will be featured as Lara Croft's survival tools in the upcoming Paramount Pictures production of Tomb Raider was met today with further details of movie advertising tie-ins, Hollywood Reporter reports today.

Paramount has roped in Taco Bell, Pepsi, Ericsson and Land Rover as promotional partners for its film version of the video game "Tomb Raider," due out June 15. Together, the partners are expected to contribute $30 million-$35 million in media support to the actioner starring Angelina Jolie, bringing total media spending from partners and the studio to about $50 million. This is Pepsi's first movie tie-in since "Star Wars: Episode I - The Phantom Menace" and its only summer movie promotion this year. Pepsi will be tying to the film through TV and print ads, special packaging and in-store materials on all core Pepsi brands, linking to a sweepstakes. A major prize will be Sony's hot PlayStation 2. The Davie-Brown Agency, led by Jim Davie and Brad Brown in Los Angeles, was instrumental in putting the deal together.

For Ericsson, "Raider" marks the only major film tie-in besides the 1997 Bond flick "Tomorrow Never Dies." Dusyant Patel, vp marketing for Ericsson Consumer Products, said Ericsson will launch an "integrated marketing effort" around "Raider" in the spring, complete with TV and print advertising that uses images of the film and its stars, a sweepstakes, in-store signage and trade promotions such as private screenings. Patel declined to put a dollar figure on the campaign, but he called it "very similar" in scope to Ericsson's "Tomorrow" tie-in. He said Ericsson chose "Raider" because of its global appeal -- especially to the age 18-26 demographic -- and because the April-June time frame is one of Ericsson's biggest periods for marketing spending.

Tomb Raider the movie, starring Oscar winner Angelina Jolie paired with real life father Jon Voight, is scheduled for a June 15th premier across the U.S. coming to Europe end of June.

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