Philips Magnavox Videogames and the Entertainment Revolution Trigger Happy - Manual (Page 20)

Trigger Happy
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successful company in any industry in 1999. It has sold
more than sixteen million copies worldwide of the first
three games in the series. Add a conservative estimate
for sales of the fourth installment, Tomb Raider: The
Last Revelation, and Lara’s getting close to becoming a
billion-dollar babe.
Lara is such a recognizable icon that she now
advertises other products, appearing, for example, in
computer-generated television commercials for
Lucozade and Nike. Generation X author Douglas
Coupland contributed to the devotional tome Lara’s
Book; the Germans have a monthly magazine dedicated
to her. In the summer of 1999, Lara could be seen
hanging from the back of buses all over London, and
six months later a bus and billboard campaign giving
Lara the movie-star treatment was undertaken in
several cities in the United States. Jeremy Smith,
managing director of Lara’s birthplace, Core Design,
points out what a gift her exploding profile was to the
company: “Who knows how many millions and
millions of pounds’ worth of free marketing we got
from the press, by them putting it in front of people
who’d then think, ‘Well, wow, that looks like a great
game.’ We could never have spent that sort of money
on the marketing that we got from the media.” And of