They won’t have any lines to read, but two Mercedes-Benz models will play visually prominent roles in the upcoming feature release, “Sex and the City.”
The New Line Cinema film, co-starring the principal cast reprising their roles from the popular HBO series, will feature actress Kim Cattrall as Samantha Jones at the wheel of the 2010 Mercedes-Benz GLK-class SUV. The automaker’s signature S-Class sedan will also appear in scenes with Mercedes-Benz Fashion Week as a backdrop to the comedy set in New York City.
The movie’s May 29 release will be preceded by a TV spot about the new SUV model, debuting on May 11. A “Sex and the City” micro-site will launch at http://www.mbusa.com/sexandthecity. It will feature a tour of Big Apple hotspots that the stars hit during the movie. The site will also offer photos, video clips from the film, downloadable content and behind-the-scenes shots of the recreation of Fashion Week in Bryant Park.
“The movie is a great platform for us; it showcases Mercedes-Benz Fashion Week, shows off our S-Class in its natural element and perfectly positions the new GLK-Class before it arrives in showrooms,” said Steve Cannon, Mercedes Benz vice president of marketing, in a statement.
Mercedes-Benz is a presenting sponsor for the New York City premiere of the film slated for May 27 at Radio City Music Hall.
Prior to the movie’s release, Mercedes-Benz dealers will play host to 34 exclusive screenings of the movie in 30 markets tied to its “Dress for Success” charitable organization. Guests at the screenings who donate one pair of shoes will receive two complimentary movie tickets. Dealerships will also be screening movie clips and displaying posters in their showrooms.
Mercedes-Benz never pays for product placement in TV shows of feature films. It maintains an office in Hollywood that regularly reviews scripts for potential placement, and picks its spots accordingly.