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TOMB RAIDER MOVIE
TIE-INS
Copyright 2001 www.tombraiderchronicles.com 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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