Sex and the City movie lines up brand partners

NEW YORK - The 'Sex and the City' movie looks set to be an advertising fest that will rival the most recent James Bond outing, with brands including Mercedes-Benz, Coty fragrances and Skyy vodka all signed up as sponsors of the film.

The New York Times reports that a total of eight brands have signed up, including the jeweller H Stern; Glaceau Vitaminwater, a Coca-Cola brand; and Bag Borrow or Steal, an online service for renting designer handbags and jewellery.

This compares with the recent James Bond films, where secret agent 007 is seen to ask for drinks by brand name.

In the 2006 film 'Casino Royale', Bond uses numerous Sony Vaio laptops to help save the world, makes calls on Sony Ericsson phones and there is even a scene featuring Sony's Blu-Ray technology. The film was produced by Sony Corporation.

In the 'Sex and the City' movie, which is due out in May, some brands will get mentioned in dialogue while others will be seen on screen. Sponsors will be allowed to use 'Sex and the City' tie-ins for competitions, in advertising and other marketing efforts.

Chris Carlisle, who is president of marketing at the film's distributor New Line Cinema has dubbed the movie as "the Super Bowl for women" in reference to America's premium sporting event and its ability to attract hundreds of millions of dollars worth of advertising.

Carlisle told the New York Times: "So we want to align only with those brand that make sense, that match up with the 'Sex and the City' brand and extend our footprint, not duplicate it."

The film reunites the four characters, Carrie, Samantha, Charlotte and Miranda, from the long running HBO 'Sex and the City' television series, based on Candace Bushnell's columns.

The 'Sex and the City' movie begins with Carrie organising a spectacular wedding to her on/off boyfriend Big. However, things do not go to plan and she once again turns to her friends for support, shopping and brunch dates.

The film arrives as US networks attempt to repeat the success of the series with two new shows, one of which is created by Bushnell and the other by Darren Star, who created the 'Sex and the City' TV show.

Bushnell is behind 'Lipstick Jungle' for NBC, which is based on her novel, and Star has created 'Cashmere Mafia' for ABC. The two shows both tell the story of attractive, rich Manhattan businesswomen trying to balance their careers and families.