Sex and the City and SF Media

For Sweden's SF Bio movie theater chain, the upcoming Sex and the City 2 movie is more than just your average blockbuster. "Every year some 200-230 films are released at cinemas, of which 10-20 percent are blockbusters with a higher number of moviegoers than average," says David Bonnier, CEO for SF Media. "Among these films you'll find a few 'super blockbusters' that not only draw huge crowds but also are interesting commercially because advertisers find it very attractive. Sex and the City 2 is a good example of this kind of film, with a strong audience of young women that opens up commercial possibilities in a whole range of industries that want to be associated with Sex and the City and its audience."

Movie advertisers within the fashion, travel, beauty & health segments have mostly chosen to go with SF Media's 360-degree solution. "With commercials on the movie screen before the movie as a strong base, an ad campaign is easily expanded in SF's own digital channels - sf.se, mobil.sf.se as well as our customer magazine "Film at the Cinema," posters in the lobbies as well as events at the theaters," says David Bonnier. "Altogether this creates the possibility for advertisers to meet moviegoers often via different media channels to deliver a campaign in the end with real impact."

The movie, which has a worldwide release on May 27, has already been a boon to SF Media, which sold all its ad space for May and June well in advance. The movie's premiere preview screening on May 25 was followed by a party in Stockholm's upscale shopping district - so partygoers could shop, of course - with Swedish music artists and a range of commercial sponsors including Eurocard, Coca-cola Light, Cliniderm, Redken and others. The marketing around the film includes ads and posters, TV commercials as well as advertising on the web at Spotify and Bonnier's Ilike package.