Sex and the City earns $55.7m in opening weekend

by Jacquie Bowser, Brand Republic 03-Jun-08, 10:00

LONDON - Warner Brothers' 'Sex and the City' film earned $55.7m in ticket sales during its opening weekend to take the top box-office spot away from 'Indiana Jones and the Kingdom of the Crystal Skull'.

The romantic comedy, based on the long-running television series of the same name, notched the highest opening to date for a romantic comedy, surpassing Will Smith's 'Hitch', which opened with $43.1m in 2005.

Almost four years since the TV show ended, Sarah Jessica Parker, Kim Cattrall, Cynthia Nixon and Kristin Davis reprise their roles as New York pals Carrie, Samantha, Miranda and Charlotte.

The girls still have that same unfaltering friendship, which sees them through various ups and downs involving break-ups, marriage and children.

OMD used the opportunity to raise awareness of Parker's signature fragrance 'Lovely'. The media agency worked with Carlton Screen, Pearl & Dean and PD3 to run catwalk shows at cinemas across the country on Saturday, which showcased how to get the SATC look.

OMD also ran a marketing campaign featuring the 'Lovely' fragrance in Now and Look magazines, offering fans the chance to win tickets to the film. Over 6,400 fans entered the competition, which included dinner and cocktails.