The Super Bowl For Women

Sex and The City:The Movie is quite possibly the most anticipated movie release of 2008. Set to hit theaters at the end of May, this uber chick flick has defined target marketing to a tee. Stuart Elliott writes in this article for the New York Times that "when it comes to products helping to promote the coming film based on the popular TV series “Sex and the City,” it seems the sky is the limit." 

"The partner brands are included in the film in ways that range from mentions in lines of dialogue to numerous appearances on screen. 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.'"

New Line Cinema has decided to position this movie "as a Super Bowl for women" in that the products that are marketed within the film are targeting at the viewing audience. "Executives at New Line and the partner sponsors met frequently to coordinate how the brands’ efforts can amplify the campaign planned by New Line."

If you've seen the TV series that inspired the film, you`ll know that designer brands were frequently mentioned throughout the six seasons of the show, so having a bit of name dropping in the film is not much of a surprise. 

The key to New Line Cinema's success with this marketing plan is that all of the products are geared directly towards the people that are expected to see the film. Other movie houses can learn a lot from the marketing techniques used on this film.