SUBMITTED BY Scooby
June 18, 2003 — After a dispute with Paramount, Regal Theaters, the No. 1 theater chain with 47 complexes, will not be allowed to show Tomb Raider 2. According to The Hollywood Reporter:
The sticking point in negotiations between Paramount and Regal proved to be lobby promotions involving Paramount's marketing partner, the DaimlerChrysler Jeep division, which the theater chain rejected, several sources close to the companies said.
Since it completed a reorganization last year, Regal has maintained a policy of not promoting any third-party brands in its theaters without due compensation. According to one source near the Knoxville, Tenn.-based company, the circuit will show studio promotional material, including trailers and in-lobby marketing items, but will not promote another company's product or brand without securing some type of financial compensation.
Paramount and Jeep are promoting a special edition Wrangler Rubicon in conjunction with the movie's release, and they have created a slew of in-theater marketing material to promote the movie and the car. Some of the material includes an actual Wrangler Rubicon parked in the lobby of participating theaters.
Sources said that because Regal and Paramount couldn't come to a financial agreement, the theater chain declined to display any of the merchandise.
As a result, according to two sources, in 47 locations nationwide where Regal's theaters are in direct competition with another circuit's screens, Paramount will release "Cradle of Life" to the competitor rather than to Regal.
Regal Entertainment Group declined comment.
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