TOMB RAIDER PRESS RELEASE
Copyright 2001 www.tombraiderchronicles.com Source:
[ April 10th 2001 ]
Pictures have announced the following information
during a press release about their upcoming Tomb
Raider promotion campaign, speculated to be one
of the most ambitious ever to head a major motion
Pictures is assembling one of its most ambitious
promotional campaigns ever to herald the summer
2001 release of "Tomb Raider," the epic action
adventure starring Oscar(R) winner Angelina Jolie.
It was announced by Lisa Di Marzio, Paramount's
senior vice president of worldwide marketing partnerships.
Teaming up with Paramount for the promotional
push are Pepsi-Cola, Taco Bell, NBC, Ericsson
and Land Rover. "Tomb Raider" will be released
domestically on June 15, 2001, by Paramount Pictures,
which is part of the entertainment operations
of Viacom Inc., one of the world's largest entertainment
and media companies and a leader in the production,
promotion and distribution of entertainment, news,
sports andmusic. "We've chosen the power of great
brands -- Pepsi, Taco Bell, NBC, Ericsson and
Land Rover -- to effectively communicate the excitement,
adventure and technology of 'Tomb Raider' through
aggressive marketing campaigns which will reinforce
the event status of the film," Di Marzio says.
has allied itself with "Tomb Raider" for its major
summer promotion, which will extend from May through
August. Supported by a $15.5 million advertising
drive, the promotion includes games in more than
400 million Pepsi packages, with prizes ranging
from Land Rovers and Ericsson cell phones to trips
to London. Driving the advertising message will
be Wild Cherry Pepsi, the fastest growing Pepsi
brand. Pepsi's website, http://www.pepsico.com,
which attracts 3 million unique visitors per month,
will be linked with the official "Tomb Raider"
site. Taco Bell, with over 7,000 sites, is the
leading Mexican-style restaurant in the U.S. Its
"Tomb Raider" tie-in includes a multimillion dollar
ad campaign, a match-and-win contest, collectible
cups, standees, counter mats, signage, etc.
will be featured in its restaurants from June
through July, and the chain's website, http://www.tacobell.com,
will be linked to "Tomb Raider's" official site
at http://www.tombraidermovie.com. From May through
the end of the NBA Finals in mid-June, "Tomb Raider"
promotional spots will air in NBC primetime and
late night programming, "NBA on NBC" telecasts,
as well as throughout NBA programming. The spots
will encourage viewers to tune in to the "NBA
on NBC" and watch for a "Tomb Raider" spot instructing
viewers to log-on to NBA.com and enter the "Tomb
Raider" sweepstakes. In addition to the promotional
spots, billboards will air during "NBA on NBC"
telecasts promoting the sweepstakes. Prizes include
a trip to Hollywood to tour the Paramount studios,
the chance to attend a screening of "Tomb Raider"
and tickets to NBA events.
Agency is producing the "Tomb Raider" spots in
cooperation with Paramount Pictures. Ericsson
is a worldwide leader in cell phones and other
state-of-the-art communications technologies whose
products are used on-screen by heroine Lara Croft
(Jolie) and other characters throughout "Tomb
Raider." Ericsson is backing its promotion with
a $10 million international media campaign, including
$4 million budgeted for television buys in the
U.S. and another $4 million for international
TV. Promotional products include MP3 players and
other telephone accessories. Ericsson will also
maintain a link between its http://www.ericsson.com
website and the film's Internet "staging ground."
Among the Ericsson technology used on screen is
a futuristic communications headset utilizing
Blue Tooth technology that Lara uses to maintain
constant hand-free contact with her support team.
Land Rover (http://www.best4x4landrover.com),
the world-renowned manufacturer of vehicles designed
for adventure off the beaten track, will promote
its ties with "Tomb Raider" through a $6 million
media campaign split between the U.S. and the
rest of the world.
will include dealer promotions, automotive shows,
showroom events and on-line auctions. In the addition,
the company is sponsoring two "Tomb Raider" webcasts,
including a behind the scenes webcast from the
film's set in London that will run through December
2001. Two of Land Rover's models are used in the
film: the Freelander and the Special Edition LR
Defender, the latter driven by Lara Croft, and
available in showrooms in the last quarter of
2001. An epic action adventure, "Tomb Raider"
stars Oscar(R)-winning actress Angelina Jolie
as Lara Croft, a heroine for the 21st century
inspired by the most popular interactive video
character in history. Simon West directs from
a screenplay by Patrick Massett & John Zinman
and Laeta Kalogridis and Simon West. Also starring
are Jon Voight, Noah Taylor, Daniel Craig, Iain
Glen, Leslie Phillips and Christopher Barrie.
The producers are Lawrence Gordon, Lloyd Levin
and Colin Wilson. The executive producer is Jeremy
Heath-Smith, and the co-producer is Bobby Klein.
on the Eidos Interactive Game Series Developed
by Core Design. Tomb Raider and Lara Croft are
trademarks of Core Design Ltd. All rights reserved.