'Tomb Raider' Revs Up Major Promotional Campaign

- Pepsi, Taco Bell, NBC, Ericsson, Land Rover on Board for Summer Action -



Apr 10, 2001, 01:00 ET from Paramount Pictures

    HOLLYWOOD, Calif., April 10 /PRNewswire/ -- Paramount 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.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19991206/PARLOGO )
     "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 and
 music.
     "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.
     Pepsi-Cola 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,
 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.  The promotion will be featured in its restaurants from June
 through July, and the chain's website, www.tacobell.com, will be linked to
 "Tomb Raider's" official site at 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.  The NBC 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
 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 (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.  The campaign 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.  Based on the Eidos Interactive Game
 Series Developed by Core Design.  Tomb Raider and Lara Croft are trademarks of
 Core Design Ltd.  All rights reserved.
 
     About Ericsson
     Ericsson is the leading communications supplier, combining innovation in
 mobility and Internet in creating the new era of mobile Internet.  Ericsson
 provides total solutions covering everything from systems and applications to
 mobile phones and other communications tools.  With more than
 100,000 employees in 140 countries, Ericsson simplifies communications for
 customers all over the world.
 
     About Land Rover
     For more than fifty years, Land Rover has designed and built 4-wheel-drive
 vehicles with true rugged capability.  Land Rover, based in Solihull, England
 forms part of Ford Motor Company's Premier Automotive Group (PAG), whose
 headquarters are in London.  The chairman of the PAG Group is Dr. Wolfgang
 Reitzle and Land Rover is one of five great Premier Automotive Group brands,
 the others being: Jaguar, Aston Martin, Volvo and Lincoln.
 
     About Pepsi-Cola Company
     Pepsi-Cola Company (www.pepsi.com), headquartered in Purchase, N.Y., is
 the global beverage division of PepsiCo, Inc. (www.pepsico.com).  Its brands
 in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Mug,
 Sierra Mist, Slice, Wild Cherry Pepsi, Aquafina, All Sport, Dole single-serve
 juices and FruitWorks.  The company also makes and markets North America's
 #1 ready-to-drink iced teas and coffees, respectively, via joint ventures with
 Lipton and Starbucks.
 
     About Taco Bell
     Taco Bell is a brand of Tricon, the world's largest restaurant company in
 terms of system restaurants, with over 30,000 restaurants around the world in
 over 100 countries and territories.  Tricon's three brands, KFC, Pizza Hut and
 Taco Bell, are the global leaders of the chicken, pizza and Mexican restaurant
 categories, respectively. Total worldwide system sales were nearly $22 billion
 in 1999.
 
     About NBC
     NBC is a global media company with broadly diverse holdings.  NBC owns and
 operates the NBC Television Network as well as thirteen television stations.
 In the United States, NBC owns CNBC, operates MSNBC in partnership with
 Microsoft, and maintains equity interests in Arts & Entertainment and The
 History Channel.  NBC also has an equity stake in Rainbow Programming
 Holdings, a leading media company with a wide array of entertainment and
 sports cable channels, including the Madison Square Garden network, and
 ValueVision International.  Internationally, NBC owns and operates CNBC: A
 Service of NBC and Dow Jones in partnership with Dow Jones & Company in Europe
 and Asia.  In partnership with National Geographic and Fox/BSkyB, the network
 owns and operates the National Geographic Channel in Europe and Asia.
 
     For further information, please contact Nancy Kirkpatrick, Executive Vice
 President, Worldwide Publicity of Paramount Pictures, 323-956-5824.
 
 

SOURCE Paramount Pictures
    HOLLYWOOD, Calif., April 10 /PRNewswire/ -- Paramount 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.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19991206/PARLOGO )
     "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 and
 music.
     "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.
     Pepsi-Cola 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,
 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.  The promotion will be featured in its restaurants from June
 through July, and the chain's website, www.tacobell.com, will be linked to
 "Tomb Raider's" official site at 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.  The NBC 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
 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 (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.  The campaign 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.  Based on the Eidos Interactive Game
 Series Developed by Core Design.  Tomb Raider and Lara Croft are trademarks of
 Core Design Ltd.  All rights reserved.
 
     About Ericsson
     Ericsson is the leading communications supplier, combining innovation in
 mobility and Internet in creating the new era of mobile Internet.  Ericsson
 provides total solutions covering everything from systems and applications to
 mobile phones and other communications tools.  With more than
 100,000 employees in 140 countries, Ericsson simplifies communications for
 customers all over the world.
 
     About Land Rover
     For more than fifty years, Land Rover has designed and built 4-wheel-drive
 vehicles with true rugged capability.  Land Rover, based in Solihull, England
 forms part of Ford Motor Company's Premier Automotive Group (PAG), whose
 headquarters are in London.  The chairman of the PAG Group is Dr. Wolfgang
 Reitzle and Land Rover is one of five great Premier Automotive Group brands,
 the others being: Jaguar, Aston Martin, Volvo and Lincoln.
 
     About Pepsi-Cola Company
     Pepsi-Cola Company (www.pepsi.com), headquartered in Purchase, N.Y., is
 the global beverage division of PepsiCo, Inc. (www.pepsico.com).  Its brands
 in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Mug,
 Sierra Mist, Slice, Wild Cherry Pepsi, Aquafina, All Sport, Dole single-serve
 juices and FruitWorks.  The company also makes and markets North America's
 #1 ready-to-drink iced teas and coffees, respectively, via joint ventures with
 Lipton and Starbucks.
 
     About Taco Bell
     Taco Bell is a brand of Tricon, the world's largest restaurant company in
 terms of system restaurants, with over 30,000 restaurants around the world in
 over 100 countries and territories.  Tricon's three brands, KFC, Pizza Hut and
 Taco Bell, are the global leaders of the chicken, pizza and Mexican restaurant
 categories, respectively. Total worldwide system sales were nearly $22 billion
 in 1999.
 
     About NBC
     NBC is a global media company with broadly diverse holdings.  NBC owns and
 operates the NBC Television Network as well as thirteen television stations.
 In the United States, NBC owns CNBC, operates MSNBC in partnership with
 Microsoft, and maintains equity interests in Arts & Entertainment and The
 History Channel.  NBC also has an equity stake in Rainbow Programming
 Holdings, a leading media company with a wide array of entertainment and
 sports cable channels, including the Madison Square Garden network, and
 ValueVision International.  Internationally, NBC owns and operates CNBC: A
 Service of NBC and Dow Jones in partnership with Dow Jones & Company in Europe
 and Asia.  In partnership with National Geographic and Fox/BSkyB, the network
 owns and operates the National Geographic Channel in Europe and Asia.
 
     For further information, please contact Nancy Kirkpatrick, Executive Vice
 President, Worldwide Publicity of Paramount Pictures, 323-956-5824.
 
 SOURCE  Paramount Pictures