"Sex and The City" Movie--A Product Placement Bonanza

James Bond movies are famous for their product placement. Casino Royale felt almost like a 144 minute Sony commercial, with Sony Vaio laptops used to help save the world, calls made on Sony Ericsson phones and the use of Sony's Blu-Ray technology. Oh, just in case you were wondering, the film was produced by Sony Corporation.

And it seems that the new 'Sex and the City' movie is taking a page from 007's code book as it promotes brands including Mercedes-Benz, Coty fragrances and Skyy vodka.

The New York Times reports that a total of eight brands have signed up, including the jeweller H Stern; Glaceau Vitaminwater, a Coca-Cola brand; and Bag Borrow or Steal, an online service for renting designer handbags and jewelry.

Some brands will be highlighted in dialogue while others will be seen on screen. Sponsors will be allowed to use 'Sex and the City' tie-ins for competitions, in advertising and other marketing efforts.

Chris Carlisle, who is president of marketing at the film's distributor New Line Cinema has dubbed the movie as "the Super Bowl for women" in reference to America's premium sporting event and its ability to attract hundreds of millions of dollars worth of advertising.

Carlisle told the New York Times: "So we want to align only with those brand that make sense, that match up with the 'Sex and the City' brand and extend our footprint, not duplicate it."