Although many films scheduled to be released next summer are being promoted with $2.5-million ads on Sunday's Super Bowl telecast, Paramount has decided to buy spots for its upcoming Tomb Raider during the less expensive pregame show and during the premiere of Survivor: The Australian Outback instead, the Wall Street Journal reported today (Friday).

The newspaper quoted Arthur Cohen, Paramount's marketing chief, as saying, "If you're in the 15 minutes before the game starts, most of the audience is there and watching." Cohen told the newspaper that the two ads will establish the Tomb Raider as an "event movie" but "it'll do it in a more cost-effective way" than buying spots during the game.

Source: Studio Briefing