She’s already gone Hollywood, launching a new film franchise for Paramount Pictures, but Lara Croft, the buxom, gun-toting adventurer of the “Tomb Raider” vidgame franchise, now has an agent.
Creative Artists Agency has added Croft to its roster of clients, with the hopes of introducing the Indiana Jones-like character to non-gamers through sports and apparel, consumer product tie-ins, publishing and, naturally, her own television series.
The digital heroine is the first vidgame character to be repped by a major tenpercentery and signals Hollywood’s growing interest in the $20 billion vidgame biz. CAA already reps Microsoft’s Xbox console and game lineup, among other game developers.
CAA’s first job will be to line up partnerships timed for the release of the sixth installment of the “Tomb Raider” game franchise — “The Angel of Darkness” — bowing later this fall exclusively on Sony’s PlayStation 2 gaming console.
CAA has landed a character that has become an icon among millions of gamers. The five games in the “Tomb Raider” franchise so far have sold more than 28 million units since bowing in 1996.
The character was considered important enough for Par to include the name in the title of its blockbuster “Lara Croft: Tomb Raider,” which generated $275 million worldwide at the B.O. A sequel, marking the return of Angelina Jolie in the role, is being readied for 2003, with Jan de Bont helming.
“Tomb Raider” vidgame publisher Eidos Interactive and developer Core Design will show off “Angel of Darkness” at this week’s Electronic Entertainment Expo in Los Angeles. E3 is the vidgame biz’s annual confab.
“Lara Croft represents a dynamic personality for CAA and a groundbreaking type of client for our business,” said CAA’s Elie Dekel. “The fact is, Lara Croft is a star, Lara Croft is a $1 billion dollar brand and is recognized by 95% of males between the ages of 12-25. She’s a pop culture icon of the highest caliber.”