Sex And The City 2
Over my winter break I rented the movie Sex And The City 2. I believe this movie provides many good examples of technological convergence due to its origin and how the movie was marketed. The original premise of Sex And The City first started as a book written by Candace Bushnell. Then was turned in to a television series, which ran on HBO from 1998 to 2004 and then finally a motion picture in 2008. The movie quickly became the top-opening R-rated romantic comedy of all time. This movie was so successful that both the production company HBO Productions and Distribution companies Paradiso Filmed Entertainment and New Line Cinema wanted to make a sequel as soon as possible. In order to ensure the sequel would have the same amount of success many advertising campaigns were launched via the Internet, television and movie trailers. However despite the huge marketing campaign Sex And The City 2 opened up to very disappointing figures and did not do nearly as well the first film. Many critics felt that the reason that the film did so poorly was because of the small demographic the movie was marketed to. Instead of trying to appeal to men and older women, HBO’s marketing team started promoting products related to the movie months before its release, including a four-pack of thong underwear, T-shirts, cocktail glasses and even a “Carrie” necklace. They promoted these products through various mediums such as the Internet and even electronic billboards in New York Cities Time Square. Personally I remember when they were advertising for the second film I found the mass marketing annoying and overwhelming to the point that I did not want to support the film by seeing it in theaters. In addition I also did not find the plot appealing so decided that it would be a good film to rent. However, when the movie was coming out on DVD the same kind of extreme and obnoxious marketing was utilized again and was put off from seeing the movie once again. It was not until my Mother rented the movie several months later that I finally watched the film. Sex and the City 2 raises the question that at what point does the appeal of the actual plot of a film buckle under the sheer weight of its own over-commercialization?