Press Release: April 21, 2010
Topics:

HP Celebrates “Spring Collection” and New Line Cinema’s Much Anticipated “Sex and the City 2” Film

NEW YORK -- HP today unveiled a global marketing collaboration with Warner Bros. Pictures that spotlights “tech couture” and celebrates HP’s spring collection of products through its association with New Line Cinema’s “Sex and the City 2,” which premiers in U.S. theatres on Thursday, May 27.


By collaborating with this world-renowned film series, HP extends its relationship with and commitment to fashion trendsetters, inspiring people worldwide with its stylish computers.


HP has been at the forefront of fusing fashion and technology since unveiling the HP Mini Vivienne Tam notebook on the catwalk of Tam’s 2008 fashion show at New York’s Fashion Week in Bryant Park. The introduction of the world’s first “digital clutch” ignited global fashion-forward efforts for HP, which led to this collaboration with “Sex and the City 2.”


“HP is increasingly recognized as a brand synonymous with breakthrough style and design,” said Tracey Trachta, executive director, Global Marketing, Personal Systems Group, HP. “As a trend-setting phenomenon, ‘Sex and the City 2’ is a natural extension to celebrate fashion and our stylish spring 2010 collection of computers with people worldwide.”


The film’s lead actress and one of its producers, Sarah Jessica Parker, will be showcased as the “achiever” in the next global “PC is Personal Again” commercial from HP, which is part of the company’s campaign to demonstrate how technology has become truly personal and relevant.


The commercial features Parker as herself – a sophisticated, energetic woman who uses an HP computer to manage the multifarious roles she is playing in life, from mother to designer to movie producer, with endless style.


Global campaign


Leading up to the highly anticipated film debut, HP will be hosting a series of global events to showcase its spring collection and celebrate tech couture with “Sex and the City” enthusiasts.


This includes a combination of the “Computer Is Personal Again” commercial; local pre-screenings of “Sex and the City 2”; in-store events and window displays; exclusive VIP parties; interactive web experiences; online sweepstakes; and, a “Trunk Tour” to visit fashion fairs, shows and events in top markets across the Americas.


“Sex and the City 2” also will celebrate HP’s spring collection of products, which merge premium technology with style for women and fashion-savvy men, and will be seen in the film.

  • HP Mini 210 Vivienne Tam Edition made its runway debut at New York Fashion Week as part of Tam’s spring 2010 collection and combines premium PC technology with Tam’s stunning “Butterfly Lovers” design. Available now at www.hp.com/viviennetam.
  • HP TouchSmart PCs feature a sleek design that integrates a stunning high-definition widescreen display with a multitouch-enabled screen. Serving as an integral part of the creative process throughout season seven of Lifetime Television’s “Project Runway,” the PCs enabled designers to create fabric patterns in a design-challenge first for the hit series.
  • HP TouchSmart tm2 notebook PCs featuring convertible, touch-enabled screens were given to “Project Runway” designers to function as their “digital sketchpads,” allowing them to draw, sketch and take notes with near limitless options for colors, brushes and effects.


About “Sex and the City 2”


“Sex and the City 2” stars Sarah Jessica Parker, Kim Cattrall, Kristin Davis and Cynthia Nixon, with John Corbett and Chris Noth. Michael Patrick King directs from his own screenplay and also produces the film with Sarah Jessica Parker, Darren Star and John Melfi. New Line Cinema Presents, In Association with Home Box Office, In Association with Village Roadshow Pictures, A Darren Star Production, A Film by Michael Patrick King, “Sex and the City 2,” to be released nationwide on May 27, 2010 by Warner Bros. Pictures, a Warner Bros. Entertainment Company.


About HP


HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at http://www.hp.com/.


This news release contains forward-looking statements that involve risks, uncertainties and assumptions. If such risks or uncertainties materialize or such assumptions prove incorrect, the results of HP and its consolidated subsidiaries could differ materially from those expressed or implied by such forward-looking statements and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including but not limited to statements of the plans, strategies and objectives of management for future operations; any statements concerning expected development, performance or market share relating to products and services; any statements regarding anticipated operational and financial results; any statements of expectation or belief; and any statements of assumptions underlying any of the foregoing. Risks, uncertainties and assumptions include macroeconomic and geopolitical trends and events; the execution and performance of contracts by HP and its customers, suppliers and partners; the achievement of expected operational and financial results; and other risks that are described in HP’s Quarterly Report on Form 10-Q for the fiscal quarter ended January 31, 2010 and HP’s other filings with the Securities and Exchange Commission, including but not limited to HP’s Annual Report on Form 10-K for the fiscal year ended October 31, 2009. HP assumes no obligation and does not intend to update these forward-looking statements.


© 2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.


Editorial contacts:

Jim Christensen, HP: jim.christensen@hp.com

Natalia Sandin, Edelman for HP: nsandin@ar-edelman.com

About HP

HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions, and services, we engineer experiences that amaze. More information about HP Inc. is available at http://www.hp.com.