The eagerly anticipated release of Sex and the City 2 has arrived and it is taking the world by storm. It is enjoying success in the UK and in America and over the Memorial Day weekend in the US, the film ranked third in the Top Box Office ratings. Although third in ranking in the Box Office stakes, it is currently ranking first for Product placement, through its heavy use of high brow brands such as Hewlett Packard and Mercedes Benz.
Featured in the film is the Mercedes Maybach, which is discussed at length by the cast. This paid appearance in the film will be a massive advantage for the brand as the target audience for the film is so vast. Teenager’s right through to more senior members of the public will go to see the film and see the Mercedes cars advertised throughout, which will mean maximum exposure for Mercedes.
The iconic gang of four in the film are influential characters that people look to imitate, whether it is by wearing the clothes that they wear or owning the cars that they drive, so the use of product placement is extremely important. I myself am guilty of purchasing a pair of Jimmy Choo’s on the back of seeing them featured in the Television series a few years back, so I can understand with a bigger budget the things people would be prepared to buy!
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