Home > #1, Film & convergence > Sex And The City 2

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?


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  1. January 6, 2011 at 4:50 am

    Sex & the City 2 is a great example of technological convergence, as it’s an example of how one storyline can be part of what people in the biz call the CODE: “create once, distribute everywhere.” This also means it’s a good example of economic convergence, since the same company can benefit from owning the rights to tv, films, books, and other related products.
    I was wondering, though, if it was just a bad movie. This could explain the failure perhaps more fully than the fact that the advertising campaign seemed over the top to you. E.g., if it had been a good film, it still could have done well despite its cheesy ads. Think of sequels that have similarly narrowly-targeted audiences who have been bombarded with ads due to the popularity of the first film: some, such as Shrek2, Shrek the Third, and Toy Story 2 & 3 have done quite well. So, your blog could be a story of how even economic and technological convergence couldn’t save a movie that didn’t live up to its hype.
    In terms of cultural convergence, the text book uses Sex & the City’s popularity outside the US as an example of how media can provide support for viewpoints and experiences that resonate across differing audiences. If you think this is true of Sex & the City 2, you could note its universal appeal and identify some of its themes (or, in contrast, you could note why you think it didn’t have the same appeal as the originals).

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