Best Buy's Geek Squad jumps on 'Sex' fever

A goofy marketing gimmick plants Geek Squad "agents" in select cities' theaters near screenings for Sex and the City, designed to help male patrons escape the chick flick.

A goofy marketing gimmick plants Geek Squad 'agents' in select cities' theaters near screenings for 'Sex and the City,' designed to help male patrons escape the chick flick. Geek Squad

The movie spinoff of Sex and the City hits theaters Friday, and if the estrogen-fueled near-rioting at its New York premiere is any indicator, it'll be a cinematic event of such shriekingly girly proportions that the average straight man is bound to run and hide.

But Geek Squad, the electronics help service owned by Best Buy, saw it as a potential marketing opportunity. I got an e-mail pitch in my inbox on Thursday explaining a gimmick that the company's pulling in a few cities geared toward men who have been dragged to the theaters for Sex and the City by wives, girlfriends, moms, co-workers, and other female tormenters.

"Not even the Geneva Convention can save us from the torture about to hit screens tomorrow," the release read. "Sure, Sex and the City will be adored by fanatic females that sip cosmos, adorn Manolos and look for their Mr. Big to get them out of credit card debt, but what about the unfortunate men that get dragged to this film?"

Consequently, Geek Squad "agents" will be stationed at select megaplexes in New York, Chicago, and Los Angeles to hand out promotional packets containing 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. The message: Look, Geek Squad won't just fix your computer, it'll fix your sense of masculinity!

Cute. But here's my advice to the men of the world: If your significant other is making you go see this pink-and-fluffy pastiche, grow a backbone and say no. Unless you forced her to go see 300 with you. Then you're obliged.

About the author

Caroline McCarthy, a CNET News staff writer, is a downtown Manhattanite happily addicted to social-media tools and restaurant blogs. Her pre-CNET resume includes interning at an IT security firm and brewing cappuccinos.

 

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