The silver-screen version of HBO TV series “Sex and the City” shapes up as a theatrical phenomenon with strong pre-release buzz.
The stylish, young-adult contemporary drama has a foundation of an HBO TV series, which is more tame than the theatrical release May 30 domestically from Warner Bros. Pictures. The movie is rated R-restricted.
* Luxury brands are a natural fit; the movie has links to Skyy vodka; Bag Borrow or Steal that rents handbags and jewelry online; Coty fragrances; Glacéau Vitaminwater from Coca-Cola; Mercedes-Benz and jeweler H. Stern.
* There were reports the Federal Trade Commission was examining whether the R-rated movie marketed to younger-than-17 ages; however, no action was taken, indicating that the Warner Bros. Picture marketing was age-appropriate.
* The “New York Post” newspaper devoted a two-page spread and cover photo to the “Sex and the City” cinema premiere, giving loads of splashy publicity to the Manhattan-centric movie.
* A second sidebar “New York Post” story headlined “Dazzling Fashions Let Stars Glitter” covered fashion. “From custom-made fripperies by hometown designers to armloads of diamonds by Fred Leighton, the premiere was a glitzy appetizer for the main course of fashion gourmandize,” says the article.
Skyy vodka, which is the “official spirits sponsor” for the movie, is used to make drinks named after the property’s characters Carrie, Smantha and Mr. Big. “The partner brands are included in the film in ways that range from mentions in lines of dialogue to numerous appearances on screen,” notes a “New York Times” article by Stuart Elliott. “In exchange, the owners of the brands will help publicize the movie with commercials, posters, sweepstakes, viewing parties, events in stores, contests, ticket giveaways and even products with labels inspired by ‘Sex and the City.’”
The movie about aspiring youth in urban America gets a serious examination as a cultural phenomenon by “Wall Street Journal” columnist Christina Binkley.
“Patricia Field, the show’s costume designer, is selling the movie’s fashions — such as a $3,000 Swarovski crystal-encrusted handbag shaped like the Eiffel Tower, which her Web site proclaims is this year’s ‘it bag,’” notes the column. The property “not only introduced a generation of women to high-fashion brands like Blumarine and Chloé and pushed the concept of mixing pricey brands with flea-market finds; it also fostered pride in feminine friendships and pursuits. The show promoted the idea that successful women could take a liberated attitude toward fashion; they could dress like women at work and not look like they were copying men.”
But is there a dark side? “Women now feel empowered to be girlie, flash cleavage or have a rollicking good time,” writes Binkley. “But how liberating is that if these freedoms fail to advance women’s push for better jobs and salaries?” Don’t laugh. Movie pop culture is an important force in society.
Little-known women’s apparel retailer, Bag Borrow or Steal, which rents high priced fashion items, gets a favorable mention in the film, even though it didn’t pay for the product placement.
“To take full advantage of its 10 seconds in the limelight, Bag Borrow or Steal has been heavily trumpeting its affiliation with the movie, with graphics on its site, a sweepstakes for tickets and even a contest on YouTube,” says another “Wall Street Journal” article–this time by Simona Covel. “It also has been readying extra servers to handle a possible flood of orders.”
Bag Borrow or Steal is a startup and was informed by Warner sibling New Line Cinema six months ago that it got exposure in the film. In the film, the assistant to Sarah Jessica Parker’s Carrie character admits her pricey handbags are rented from Bag Borrow. The assistant is portrayed played by actress Jennifer Hudson. Actually, Bag Borrow hasn’t seen the final film, but assumes the line of dialog made the final cut.
In a cautionary tales about fans disappointed by unofficial movie tie-ins, the “New York Post” revealed that a movie fan was short changed after buying what was promised to be VIP access to the premiere of “Sex and the City.”
A fanatic of the HBO TV series that spawned the theatrical, Singapore resident Ella Sherman spent $19,000 via an eBay website in April for a promised movie-connected travel package in New York City. The promoter promised five nights in a swank hotel, a ticket to the movie premiere, a ticket to an after-screening party and shopping at stores shown in the TV series. However, after purchase, some of the benefits were withdrawn, including an invitation to a party for movie insiders.
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