'

"There are certainly opportunities. You try to match up the ones that make the most sense. It won't all be Christian Dior and Gucci," she says.

While certain brands such as Marni or YSL are de rigueur for fashionista Carrie Bradshaw, there is a grey area in which a variety of brands could work - what type of T-shirt does Carrie sleep in, or what kind of shampoo is in her shower?

In fact, had the Sex And The City executives said yes to a ￡500,000 offer, Carrie might be drinking Campari instead of Cosmopolitans.

"The first thing that came to me was to go ahead with it," says executive producer Michael Patrick King.

"Then I thought: 'Hang on, Carrie would never order that'."

No matter what deals are on the table, it's clear who will have the final say.

"On a film such as Sex And The City, the costume designer is going to have a strong opinion, and so she should," says Lori Sale.

"They are entrusting the look of the movie to her."

No wonder brands are fighting for Sex And The City air time.

When SJP was snapped by the paparazzi wearing a pair of Christian Dior sandals during filming, the shoes sold out within days, and the Swarovski-encrusted Eiffel Tower bag SJP carried on her first day of shooting is a bestseller on Pat Field's website.

Product placement in movies is vital. Stephen Cheliotis, chairman of the Superbrands Councils, explains: "If you're watching that film, chances are you aspire to be one of those characters and have their lifestyle.

"Advertisers are counting on that."

The producers are so certain that the film is going to be a hit, that Carrie, Samantha, Charlotte and Miranda are already set to come back for a sequel.

"They are hoping it becomes a franchise," says one source. "They would love to do four or five Sex And The City movies."