Copyright 2001 Source: Media Guardian

[ July 3rd 2001 ]

Swedish mobile phone giant Ericsson will elevate movie sponsorship to a new level Friday when it capitalises on product placement by sporting it's logo in the rolling credits of Paramount Pictures Tomb Raider motion picture. It will also feature a competition teaser ahead of the main feature, Media Guardian reports today:

In the first deal of its kind in the UK, cinemas will show a 20-second Ericsson trailer before the movie and viewers will have the chance to win Tomb Raider-related prizes sponsored by Ericsson. The company will use the sponsorship to promote the fact that Lara Croft uses a new Ericsson phone, the Communicator, as part of a product placement deal. Images of the action heroine toting her Ericsson mobile will be shown in a TV commercial starting tomorrow during ER.

The deal was brokered by Ericsson's media agencies, the Media Planning Group and the Media Edge. The news comes a day after the prestigious public school, Gordonstoun, revealed it was planning a cinema campaign using images of Lara Croft, probably its most famous old girl. Eidos, makers of the game on which the film is based, granted Gordonstoun use of the images free of charge because the school is credited with giving Lara Croft her passion for climbing and shooting.

Lara Croft: Tomb Raider, starring Oscar-winner actress Angelina Jolie, premieres in the UK tonight at London's Leicester Square.

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