Sex in the city 2 - suffers from too much product placement

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I enjoyed a girls 'movie night out' in Stockholm last night. These days neither movie nights, nor girls nights are frequent occurances. Last night I celebrated in style with two lovely friends, my highest heels, my lovely Tous handbag, a glass of Bollinger bubbly... and the latest Sex in the city movie.

However, as I left the theater having survived a two hour luxury brand bonanza, I couldn't stop reflecting on the sheer and rather ghastly amount of product placements that are so frequent and too obvious throughout the movie.

Don't get me wrong. I do believe in product placement and in it's power to build brand. But I was still annoyed by how obvious product placement was done in this production. There's hardly a scene without a reference to brands. And sometimes the references are so corny too. One wonders if the movie would have gone ahead at all without the brand owners push and investments.

I hope I won't have to see this kind of product placement destroying movies again. We'll see!