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The same lara that they inserted into playboy? boy that sure went well did it?
Don't bother changing her image. There's little you can do.
Instead MAKE A NEW IP with this new target audience in mind.
Make a new heroine. Make a new story.
Changing Lara at this point is like changing Dante
It's not going to work and you are only going to annoy people.
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"Legitimacy is based on three things. First of all, the people who are asked to obey authority have to feel like they have a voice—that if they speak up, they will be heard. Second, the law has to be predictable. There has to be a reasonable expectation that the rules tomorrow are going to be roughly the same as the rules today. And third, the authority has to be fair. It can’t treat one group differently from another.” Malcolm Gladwell
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