New Line Cinema has been taking a decidedly commercial approach to virally marketing the "Sex and the City" feature, but at least they appear to be smartly targeting their base. An on-line promotional tie-in with Bag, Borrow or Steal offers a complete SATC shopping experience. It also encouraged women to create YouTube videos demonstrating their inner Carrie, Charlotte, Miranda or Samantha based on what they've got in their closets for a chance to win tickets to the New York premiere.

The other aspects of "Sex and the City's" viral campaign are simple and straightforward, which is probably a more effective way to reach 30- and 40-something women than, say, playing up the more visceral promotion possibilities of sex in a city or a bunch of online Easter eggs, text messages and fake websites that lead you on a wild goose chase through Manhattan to find a missing pair of shoes. Instead we get the basic downloadable wallpaper/icons/trailers approach that can serve this kind of film perfectly well. You can also take lots of quizzes, like how to determine your inner "purse-onality." Never forget that one person's cheese is another person's holy grail.