Posted at 7:57 AM on September 1, 2008
by Euan Kerr
Well, we all knew there's money in product placement, but did you know there's an award for it?
Actually it's not a very product placement friendly award, but the Independent newspaper in the UK has the details.
And the winner? Why that movie of love and labels, "Sex in the City."
I never imagined going to see the movie Sex in the City mainly because the occasional glimpse of the cable TV show I found shallow and vacuous and I never liked SJP's voice over telling me the story but... one rainy night, driving around in the neighborhood, wanting to kill a few hours we saw the movie listed on the marquee of the local cheap seats theater -- the Riverview. [Have you noticed the morbid stink in that theater lately?]
Product placement. That's the key to this movie -- its raison d’être is product placement. Throughout the movie we are presented with a catalogue of 5th avenue status raising pretension and window-gazing lust. These four women bond around shoes, overpriced purses, and $60 grand gaudy jewelry.
When I was coming of age in the cinema this shallow ostentatiousness, greed, and object lust was the making of the darkside, a signal of weakness and personal failing. I read these four women in Sex in the City as the 2008 version of the Goodfellas except for the fact that Scorsese's movie is a masterpiece and Sex in the City is a piece of sh#t. The Italian mobsters Jimmy, Tommy, Henry and Pauli in Goodfellas have more ethics and moral conscious than Carrie, Samantha, Charlotte, and Miranda.
Even the secondary characters of their wives in Goodfellas have more depth and meaning than the superficial and cardboard stereotypes of Mr. Big, Harry, and the other man friends of these women.
Maybe I am just old fashion and all the cynicism and commercialism embodied at the core of Sex in the City is the new norm. It certainly is loved by the designer handbag companies, shoemakers, and chic trendy dressmakers. All the years I lived in Manhattan, Carrie Bradshaw would have been viewed as a holdup target and a pretentious, shallow, and over the top princess.