"Sex and the City" film a marketing dream

By Michelle Nichols

NEW YORK (Reuters) - From Manolo Blahnik high heels to designer dresses, the materialism of the characters in television's "Sex and the City" has made the movie version a marketing dream that some companies are paying for dearly and at least one is getting for free.

The film about the glamorous lives of writer Carrie, publicist Samantha, lawyer Miranda and curator Charlotte, whose friendships, loves and fashion sense in Manhattan captivated millions of viewers during six seasons on HBO, opens in theaters worldwide this month.

Manolo Blahnik and Jimmy Choo became household names thanks to Carrie's love of designer shoes. Now some corporations are hoping her influence will reach beyond fashion and that fans will covet products ranging from luxury cars to designer handbags.

New Line Cinema has reportedly dubbed it "the Super Bowl for women" in reference to the U.S. football championship that sees companies pay millions of dollars for television ads.

The movie has "promotional partnerships" with at least eight companies whose products appear in the film.

Sarah Jessica Parker, who plays Carrie and produced the movie, said it could not have been made without these deals.

"It's a huge part of making a movie now, it's a huge part of financing and marketing in foreign territories and it would have been impossible, unfortunately, for us to make this movie without some partnerships," Parker told reporters.

"The challenge is ... when is product distracting and when does it fit into a story? Fortuitously, these women are material people," she said.

TOUTING LINKS TO FILM

Parker said the partnerships often do not involve companies paying to have their products in the film. Instead, businesses spend heavily to promote their ties to the movie.

While Carrie, Miranda and Charlotte travel in New York's signature yellow cabs, Carrie's love interest, "Mr. Big," cruises around in a black Mercedes-Benz.

Meanwhile, Samantha is living on the U.S. West Coast and drives a white Mercedes-Benz SUV that is unavailable in the United States until January.

Steve Cannon of Mercedes-Benz said the company does not pay for product placement but has its own media campaign promoting its involvement in the film and the product used.

"Given the built-in fan base, it's pretty certain regardless of what the initial reviews say that it's going to be a solid success," Cannon said. "We decided that this was one of these projects we would spend extra money activating."

The designer handbag-renting Web site, Bag Borrow or Steal, was approached by New Line to be a partner after it was written into the story by writer/director Michael Patrick King.