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Copyright 2001 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 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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