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NBA TEAMS UP WITH
PARAMOUNT
Copyright 2001 www.tombraiderchronicles.com Source:
Variety Magazine Online
[ May 3rd 2001 ]
Paramount
Pictures have engineered a singular alliance with
the National Basketball Association and U.S. television
network NBC to create a multimillion-dollar joint
promotion campaign to drive people to line up
and see Tomb Raider, Variety Magazine reports
today.
The three
outfits have produced two 20-second spots:
- A
promotional-sweepstakes spot, which will run on
various NBC primetime and latenight shows as well
as the NBA telecasts from May 5 to June 1. The
spot invites viewers to log on to NBA.com to compete
for prizes such as a free trip to Los Angeles
for a private screening of Tomb Raider.'
- A tune-in
spot, to run through the NBA Championship Finals
in mid-June, in which clips of Lara Croft's adventures,
based on the "Tomb Raider'' video game, will be
enlisted to push up the ratings of NBC's game
coverage.
"We'll
try to help Paramount get its message to the predominantly
young-male viewership that watches the NBA Playoffs,''
explained Ed O'Donnell, VP of marketing for NBA.
As part of the new deal, the NBA plans to run
Tomb Raider' spots across all of its platforms,
including the Internet, print, radio and its 24-hour
digital-cable net, NBA dot com TV. This follows
yesterdays announcement by Pepsi Cola Company
and Sony Computer Entertainment America Inc. that
they will partner their marketing muscle to offer
consumers the "Raid the Pepsi, Search for PlayStation"
promotion to coincide with the highly anticipated
release Tomb Raider.
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