Group to create joint promo for 'Raider,' playoffs
This article was corrected on May 4, 2001.NEW YORK — Angelina Jolie probably won’t be slam dunking over Kobe Bryant in her role as “Tomb Raider’s” Lara Croft. But the pic’s distributor, Paramount, has engineered a singular alliance with the National Basketball Assn. and NBC to create a multimillion-dollar joint promotion to drive people to line up to see “Tomb Raider” (pic opens June 15) and turn on their TV sets to watch the NBA playoffs on NBC. Paramount, NBC and the NBA have got together to produce 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. 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” videogame, will be enlisted to push up the ratings of NBC’s game coverage.