• February 4, 2008

Mercedes-Benz is using title sponsorship of Fashion Week to do some cross-promotional work with New Line Cinema for the studio's forthcoming "Sex and the City," in theatres May 30. The movie, in which Mercedes-Benz gets solid vehicle placement, will have thematic events at the show, where Mercedes also has its cars.

Film clips, wardrobe elements and the forthcoming Mercedes-Benz GLK compact lux crossover are all on display at the show.

Wardrobe designer Patricia Field previews attire from the film on four mannequins backstage in the Mercedes-Benz Star Lounge against the backdrop of a "Sex and the City"-inspired lounge design and set photography.

The show's main lobby will have clips from the movie, in which Sarah Jessica Parker reprises her small-screen role as Carrie Bradshaw.

The cross-branded presence at the show is the first salvo in a global PR, advertising, interactive, and grassroots marketing campaign from Mercedes and New Line Cinema.

--Karl Greenberg