That's a very thin connection, frankly it could have been a little more fun marketing like rock wall pop-ups in major cities. Really, it's not that hard, bow and arrow contest with balloons. Tomb Raider concert, obstacle course, VR balance experience. Just showing off the game itself at pop-ups.
Honestly, this is a strange choice, hope they at least give you free schwag for paying for the movie.
From press release:
This special promotion will include a unique in-cinema experience at select theaters in the United States, Germany and Poland. On September 12, for one day only, fans will be able to experience “The Making of a Tomb Raider®”. This feature length film follows renowned BASE jumper, climber and mountain biker Clair Marie as she attempts real-world Lara Croft® challenges that show what it takes to become a Tomb Raider. The feature will also include a special narrative showcase highlighting the journey of Lara Croft as told through in-game cinematics from the trilogy. For the first time ever, fans can experience the story of Lara Croft’s origin on the big screen. Following this, fans will get to see never-before-seen footage from the upcoming Shadow of the Tomb Raider game. Fans will be able to get tickets here, for this one day-only engagement.