Oh, so you had no idea that the Sex and the City movie premieres tonight? What tipped you off?

The gimmick from Best Buy stores' Geek Squad gimmick, that has "agents" infiltrating movie theatre queues to hand out promotional packs – filled with "excuses for maneuvering one's way out of the movie at the last minute, along with quarters for use at the nearest video game arcade" – to men who don't want to be there?

Television network TBS airing the two-minute Match.com and Revlon-sponsored show Commuter Confidential in between reruns of Sex?

Or the fact that some are struggling to give the movie a few superlatives it hasn't even yet earned?

Any film publicist, marketer, or executive knows how important it is to parade record-breaking box office receipts around Hollywood and in advertisements, giving their picture an extra boost of legitimacy. But what to do with Sex and the City, which is expected to do well among 18-49-year-old women, but few other demographics?

Preemptively title it the "#1 OPENING FOR A FEATURE STARRING A 40+ WOMAN WITH POSSIBLE $35M." [HWT]

Which is sort of like saying Son of Ranbow, which has generated $987,456 domestically, the "#1 MOVIE FOR A FEATURE STARRING TWO YOUNG BOYS WHO GET INSPIRED TO MAKE THEIR OWN MOVIE AFTER SEEING A BOOTLEG COPY OF FIRST BLOOD."