Square Enix partnered with Coca-Cola to promote the gaming release of SHADOW OF THE TOMB RAIDER.

The partnership consisted of a unique in-cinema promotion for the game in select theaters nationwide as well as in Germany and Poland. 

On September 12, fans were able to experience a behind-the-scenes look at the game, "The Making of a Tomb Raider." "The Making of a Tomb Raider" was a feature length film taht followed renowned BASE jumper, climber and mountain biker Clair Marie as she attempted challenges reminiscent of a a real-world Lara Croft. The purpose was to show what it would take to become a Tomb Raider in reality.

The feature also showcased a special Lara Croft narrative story consisting of in-game cinematics from the trilogy. It allowed fans to see the story of Lara Croft's origin play out on the big screen. After the featured screened, fans were shown never-before-seen footage of SHADOW OF THE TOMB RAIDER gameplay. Fans bought tickets online for this one day only promotional experience.

Fans who got their tickets also received an in-game reward for SHADOW OF THE TOMB RAIDER. Additionally, these fans had a chance to get a limited-edition "Coca-Cola Tomb Raider" collectible cup in 75 theaters at concessions nationwide. 

Fans were also able to go online to Coca-Cola's website and purchase three custom SHADOW OF THE TOMB RAIDER Coca-Cola or Coke Zero Sugar bottles.