Prior to the release of Tomb Raider in Canada, Warner Brothers Pictures enlisted Corus and OMD to help it reach millennials by bringing dramatic scenes of the film to life within TV reality series, Big Brother Canada. The show’s producers worked closely with the studio to create a two-episode Tomb Raider-themed storyline for BB’s broadcast premiere week. The house guests were tested in a jungle scene inspired by the film, as part of the first-ever sponsored “Power of Veto” competition. And in another first, the house was opened to media outlets for a publicity day during filming. In all, Tomb Raider received 16.5 minutes of non-brandsell exposure within Big Brother Canada, which helped the movie snag 13.5% of the North American box office pie during its opening weekend.