The point on contention appears to be the placement of an actual Rubicon Wrangler Jeep parked in theatre foyers. While Regal Entertainment Group policies includes studio promotional material, the Knoxville Tennessee based company will not promote another company's product or brand without securing some type of financial compensation. Competing theatre complexes will now been awarded the movie.

Lara Croft Tomb Raider: The Cradle Of Life - the second of three motion pictures based on the best selling videogame of the same name - pits adventurer Lara Croft (Angelina Jolie) against new villain Reiss as the pair globetrot the world in search of a mystical orb called the Cradle Of Life. The original Tomb Raider motion picture remains the highest ever grossing picture for a female driven lead and Paramount Pictures look set to continue the trend strengthened by commercial partners including Jeep Chrysler and Panasonic. Pic opens July 25th.