The blatant commercialism of Sex and the City 2
April 4th 2010 11:03
Product placements in Hollywood films are nothing new. Neither are celebrity endorsements. But even a rather cynical chick like myself was shocked to read just how blatant commercialism in films is becoming, when I took a sneaky peek at the hype surrounding the Sex and the City 2 movie due for release at the end of next month. It seems that film producers are no longer even trying to hide the extent of their product placements: instead, they're actually bragging about it and what's worse, audiences are so desensitized that by now they barely even notice that the movie they're watching is just one big advertisement thinly disguised as a film.
"Sex and the City is the female equivalent of the Bond films - the merchandising is such a big deal and basically everything you see in the movies, especially the clothes, sells," David Meagher, a prominent fashion commentator, told Grazia magazine. "The Sex and the City movies are like the Holy Grail for designers. If they can get something on the back of Sarah Jessica Parker, it’s almost guaranteed to be a huge hit, and having that kind of exposure is 'money can’t buy' stuff."
With so many Carrie Bradshaw clones desperately trying to emulate their fashion icon's way of life, it's no wonder that big companies cottoned on to the serious profits that could be made. Even Sarah Jessica Parker herself has made some savvy investments, knowing full well the effect her character will have on buyers. The actress and producer has invested an undisclosed amount of dosh in the fashion label Halston, and used her influence as a bargaining chip to get several Halston garments to appear in the film.
Funny, I would have thought that this could be considered to be a rather dodgy business practice... but because SJP's "insider trading" is public knowledge, apparently it's all nice and legal.
Going beyond SJP's personal gains, however, is the utter superficiality and consumerism that the Sex and the City movies promote. Young audiences are being delivered the message that big issues like societal prejudice, war, the fragility of the environment and the poverty in developing nations are irrelevant compared to the joy of wearing a $400 pair of sunglasses (and yes, that's how much the gold Mykita & Bernhard Willhelm aviators SJP is wearing in the above photograph will set you back). They're being blinded to the fact that Hollywood films are not, in fact, representative of real life, because suddenly the line between the two is becoming more than a little bit blurred.
The "Carrie effect" was set in motion long before the release date of the Sex and the City sequel was announced. New York's true fashion victims had been hanging around the set for months, catching a glimpse of the designer-clad cast every now and then and buying what they saw the actresses wearing. Experts say that this phenomenon will increase exponentially once the film has hit cinemas, expecting more than $50 million in extra sales for the designers whose clothes, accessories and shoes feature in the movie.
"The pressure to deliver on profits and product placements is huge this time around," says one source from the movie industry. "The girls really want to do a third movie, but those hopes rest on how this one does. Sarah Jessica knows that and is determined to turn Sex and the City into a multi-million dollar franchise."
We're so used to consumerism on the big screen that many wouldn't even have noticed the use of the word "franchise", which was once relegated to business and now frequently describes a popular set of movies. It's not about art anymore, and it hasn't been for a very long time. And forgive me for asking, but whatever happened to individual style? Where's the creative expression in wearing exactly the same gear as a so-called fashionista in film?
It may make me a traitor to my generation, but so be it... the Gen Y obsession with money has gotten way out of hand, and Hollywood films like Sex and the City and its sequel are merely a reflection of where our hive-like minds are at. These films are simply feeding our capitalistic obsessions, and making their own pretty pennies as they do it. If we weren't already so consumed with consumerism, then the (frankly, quite mediocre) films like the Sex and the City movies would not have such a rabid following.
Both the tickets and the designer gear are likely to be sold out by the film's May 28th release date, but I can assure you that I will not be among the squealing, overexcited and utterly brainwashed crowds. Films that are multi-million dollar advertisements disguised as art will no longer be receiving my support.
I never thought much of Carrie Bradshaw's style anyway.
The girls are back: and once again, they look to be more style than substance, and more product than people.
"Sex and the City is the female equivalent of the Bond films - the merchandising is such a big deal and basically everything you see in the movies, especially the clothes, sells," David Meagher, a prominent fashion commentator, told Grazia magazine. "The Sex and the City movies are like the Holy Grail for designers. If they can get something on the back of Sarah Jessica Parker, it’s almost guaranteed to be a huge hit, and having that kind of exposure is 'money can’t buy' stuff."
With so many Carrie Bradshaw clones desperately trying to emulate their fashion icon's way of life, it's no wonder that big companies cottoned on to the serious profits that could be made. Even Sarah Jessica Parker herself has made some savvy investments, knowing full well the effect her character will have on buyers. The actress and producer has invested an undisclosed amount of dosh in the fashion label Halston, and used her influence as a bargaining chip to get several Halston garments to appear in the film.
Funny, I would have thought that this could be considered to be a rather dodgy business practice... but because SJP's "insider trading" is public knowledge, apparently it's all nice and legal.
It may be legal, but in my opinion it's still a long way from being ethical.
Going beyond SJP's personal gains, however, is the utter superficiality and consumerism that the Sex and the City movies promote. Young audiences are being delivered the message that big issues like societal prejudice, war, the fragility of the environment and the poverty in developing nations are irrelevant compared to the joy of wearing a $400 pair of sunglasses (and yes, that's how much the gold Mykita & Bernhard Willhelm aviators SJP is wearing in the above photograph will set you back). They're being blinded to the fact that Hollywood films are not, in fact, representative of real life, because suddenly the line between the two is becoming more than a little bit blurred.
The "Carrie effect" was set in motion long before the release date of the Sex and the City sequel was announced. New York's true fashion victims had been hanging around the set for months, catching a glimpse of the designer-clad cast every now and then and buying what they saw the actresses wearing. Experts say that this phenomenon will increase exponentially once the film has hit cinemas, expecting more than $50 million in extra sales for the designers whose clothes, accessories and shoes feature in the movie.
"The pressure to deliver on profits and product placements is huge this time around," says one source from the movie industry. "The girls really want to do a third movie, but those hopes rest on how this one does. Sarah Jessica knows that and is determined to turn Sex and the City into a multi-million dollar franchise."
Change those flowers for $100 notes and the photo would be a lot more accurate.
We're so used to consumerism on the big screen that many wouldn't even have noticed the use of the word "franchise", which was once relegated to business and now frequently describes a popular set of movies. It's not about art anymore, and it hasn't been for a very long time. And forgive me for asking, but whatever happened to individual style? Where's the creative expression in wearing exactly the same gear as a so-called fashionista in film?
It may make me a traitor to my generation, but so be it... the Gen Y obsession with money has gotten way out of hand, and Hollywood films like Sex and the City and its sequel are merely a reflection of where our hive-like minds are at. These films are simply feeding our capitalistic obsessions, and making their own pretty pennies as they do it. If we weren't already so consumed with consumerism, then the (frankly, quite mediocre) films like the Sex and the City movies would not have such a rabid following.
Both the tickets and the designer gear are likely to be sold out by the film's May 28th release date, but I can assure you that I will not be among the squealing, overexcited and utterly brainwashed crowds. Films that are multi-million dollar advertisements disguised as art will no longer be receiving my support.
I never thought much of Carrie Bradshaw's style anyway.
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Comment by Janet Collins
Acceptable Etiquette
The Social Critic
Janet Collins Blog
Films are becoming more and more like this. I know the series, Sex and the City, was criticised much earlier on about the careful placement of cigarette packets. Even during the shows, the actors would talk about brand shoes, etc.
Movies are becoming just big ads but the reality is that so many fashion conscious people do talk about brands - so often in fact that it makes me nausious.
I enjoyed reading this one.
Comment by the passion of the chris
The Passion Of The Chris
I heartily agree with the post Journeywoman; sadly not a new problem. Even subconsciously, product placement existed in a big way in movies from when I was young, from Ian Malcolm talking about 'Pirates of The Carribean' in 'Jurassic Park' to the shooting of a 'Coke' can in 'Independence Day'.
Not quite sure why both involve Jeff Goldblum, but you know what I mean.
Excellent post. I really enjoyed reading it.
Comment by Journeywoman
Great Hair Style Tips
I Dream of Hollywood
Fashion Peach
But it has never, in my memory, been so blatant, with insiders talking probable sales figures - to the media, no less - and modifying their own personal investments to suit. No one's even trying to hide it anymore because they know that for 21st century audiences, it's become the norm.
Thanks for the comments Janet and Chris. I enjoyed writing this one too
Comment by Janet Collins
Acceptable Etiquette
The Social Critic
Janet Collins Blog
Just by coincidence I came across this article in the New York Times today. Brands are now becoming more important than the actors it seems.
I thought you may find this interesting.
Comment by Journeywoman
Great Hair Style Tips
I Dream of Hollywood
Fashion Peach
Comment by David Jobling
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The practise became a little more obvious in the 1980's when big guns Nike and Coke and Pepsi were waging a war with eachother... but to live on the edge of being Devils Advocate - what's the problem?
Who ever suggested that product placement was such a bad thing if it provides finance for a movie? Films such as 'What Women Want' and 'Castaway' rely very much on product placement because products are part of the story - and if there's one film franchise that is not pretending to be anything but one long commercial - it's Sex and the City - the tv series and the movies....
Hollywood used to churn out films in order to sell War Bonds for goodness sake, so I'm a little bemused that people should be up in arms about it - it is fine to be aware and know that the promise of a product does not deliver the lifestyle that goes along with all the hype it uses as advertising spin, in other words, you can not buy happiness.
If you seriously go into the cinema or DVD shop expecting that you are only and simply being delivered a work of pure unadulterated entertainment with no strings attached - well you'd be a bit naieve I think.
Look at the current problems we are faced with concerning 3D - everyone wants to make their film a 3D extravaganza all of a sudden, so the cost of a movie ticket will rise because the technology that is required to screen modern 3D must first be installed into the cinemas before they can show it - so that costs money - so who will pay? Us.
The film industry just like every other industry is trying to turn a profit - simple. Be aware, but why whinge? If you are aware you will not get sucked in - if you are someone who simply must have the shoes SJP wore in SATC then you have to live with the cost - if you can't - buy a pair or two of Crocs and tell yourself you are the trend setter not SJP #lol#.
Comment by Journeywoman
Great Hair Style Tips
I Dream of Hollywood
Fashion Peach
"it is fine to be aware and know that the promise of a product does not deliver the lifestyle that goes along with all the hype it uses as advertising spin, in other words, you can not buy happiness."
... the problem is that not all audiences are aware of such things. Many people won't always think as deeply about a film as, say, someone with an academic background might - and as such they are NOT aware of the deeper issues involved.
The Western world has been a capitalistic one for a long, long time, but it seems to me that it's just turned a new corner. In my opinion, the glamorizing of consumerism is now worse than ever before. I understand that the movie industry is an industry - perhaps that's why I favour independent and small-budget films these days!
Thanks again for the great comment.
Comment by David Jobling
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While I agree with you I still think we've seen far more sinister objectives come out of Hollywood in the past - and the lifestyle that has been on offer has been far more negative.
I also think it's a fair call on your part to bring this idea to the attention of people, so good on you!
Comment by Journeywoman
Great Hair Style Tips
I Dream of Hollywood
Fashion Peach
Just thought I'd say thanks for mentioning the war bonds thing as well - I need to do more research on that as I didn't know that took place. I'm so far removed from any concept of war (aside from scraps of knowledge from history books) which might explain my angst regarding Gen Y's money obsession.... right now it seems we have no worse enemy than ourselves.
Comment by David Jobling
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