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Sex and the City: The Movie - Branding, Advertising & Promotion

Mon Mar 17, 2008 3:10 pm
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The anticipation that "Sex and the City: The Movie" brings is clear - fans are ready to go watchsex and the city the movie Carrie, Samantha, Miranda, Charlotte and of course, Mr. Big. But is the audience also ready to hear about new products and brands related to the famous TV show? It sure seems like it. In today's New York Times, the article "‘Sex and the City’ and Its Lasting Female Appeal" explores the Sex & the City phenomenon and the core female audience it still retains.

"Reflecting the appeal of the series, a mainstay on HBO from 1998 to 2004, the sponsors mainly sell products aimed at women or want to increase sales among female shoppers. In addition to Skyy, they include Bag Borrow or Steal, which rents handbags and jewelry online; Coty fragrances; Glacéau Vitaminwater, sold by the Coca-Cola Company; the Mercedes-Benz USA division of Daimler; and the jeweler H. Stern."

The executives of New Line Cinema seem to be clear about one thing. Only partnerships with companies and products that feel right for the show have been established. A lot of effort has been put towards introducing these brands in an organic way, producing value for both parties.

Apparently these companies will, in exchange for careful integration into the movie begin to promote Sex and The City: The Movie, the article explains: "The first phase is under way with trailers in theaters, signs in Midtown Manhattan and a Web site (sexandthecitymovie.com). Ads will begin in about a month in magazines and newspapers as well as on Web sites, radio and television, especially during the reruns of “Sex and the City” on cable and broadcast stations."

Given the huge response that the audience previously has given to the designer clothes and shoes that cast members have worn (even if they were not always part of an advertising partnership), it is likely that these promotional partnership will be successful.



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