There is something to be said for a movie with 40-something women at the helm breaking box office records for an R-rated comedy. Sex and the City bagged $55.7 million beating Lara Croft: Tomb Raider for a movie with a woman in the lead.
The trickle of online marketing that began when the movie went into production increased to a steady stream in the months nearing completion and reached a crescendo before the release. The climax that followed when SATC finally released has never been so sweet for the chick-flick genre.
Clever marketing and brand endorsements played a major role in all the hoopla surrounding the movie, but yet they paled in comparison to the word-of-mouth hype generated by devoted fans of the series. Women who had just heard about Sex and the City in distant countries were seen clamoring for a piece of the action.
Internet marketing simply added to the frenzy and circulated viral videos, widgets, games and contests, online shopping sprees and party invites generously with a yen for the movie. Sex and the City, in short, accomplished what it set out to do viz. draw the attentions and affections of scores of women and teenagers.
According to Warner Bros. president of domestic distribution Dan Fellman the movie “has become a cultural phenomenon.” He adds, “What this shows is that given the right project you can create a frenzy for the female aud, just like we are used to with boys and men.”