Warner Bros. Press Party Packs in 'Sex and the City' Fans - Event Marketer

Warner Bros. Press Party Packs in ‘Sex and the City’ Fans

DB_WarnerBros_Book1
Brand: WARNER BROS.
Agency: PARADIGM SHIFT WORLDWIDE
Year: 2009

Most “Sex and the City” fans would have given their right Manolo Blahnik to attend Carrie and Big’s on-screen wedding at the New York Public Library (before Big dumped Carrie at the altar, that is). So to celebrate the DVD release of the “Sex and the City” movie, Warner Bros. recreated the wedding that never was and turned it into the press party of the season.

To bring Carrie’s world to life, the iconic Public Library’s Astor Hall was transformed, for the first time ever, into a quintessential Manhattan hot spot. Outside, guests, cast members and creators of the movie arrived via a 100-foot-long pink carpet sprinkled with Swarovski crystals. Nearby, more than 1,000 spectators watched and cheered from holding areas, creating an Oscar-style paparazzi frenzy that drew even more passersby. Two 10-foot tall “brides” on stilts wearing a replica of the Vivian Westwood dress that Carrie wore in the film flanked the entry, also adding to the spectacle.

Once inside, guests were immersed in a swanky “club” bedazzled in hot pink, black and white décor reminiscent of the movie’s DVD packaging and Carrie’s fictional wedding color palette. Seating areas were detailed with black feather borders, flower motifs, black glass candelabras with black candles and eight-foot-tall hot pink banquettes tufted with black buttons, giving them the look and feel of Couture clothing. Backlit Plexiglas boxes filled with hot pink Cymbidium orchids and crystals served as centerpieces and one-of-a-kind plasma coffee tables showcased key scenes from the film.

Guests could grab cosmopolitans at a 16-foot square white leather bar that featured backlit Plexiglas display cases highlighting Manolo Blahnik shoes, or grab a seat in the fantasy-inspired VIP lounge filled with deep red velvet furniture, mirrored tables and a giant topiary made of 20 dozen red roses. Celebrity DJ Cassidy spun dance tunes while hors d’oeuvres were passed on trays made of pink, white and black Plexiglas.

The Party That Never Was attracted over 1,000 onlookers and earned a press turnout as big as the Big Apple itself, with coverage from “Entertainment Tonight,” “Extra,” “E!,” “Access Hollywood,” “CNN,” “The Insider,” TV Guide Network, Ad Age, Entertainment Weekly, Hollywood Reporter, the New York Post, NY Daily News and US Weekly, to name a few. The icing on the cake: the worldwide media coverage generated 100 million consumer impressions.

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