Oy, In Jerusalem Sex Is A Dirty Word

Philip Stone May 21, 2008

Israel has had its problems with Sarah Jessica Parker billboards in the past -- she was considered too unclothed in a soap ad and she had to be redressed with warmer winter attire to satisfy the ultra religious community -- so when billboards came out this week promoting her new Sex and the City movie would there be more commotion? Yes, not with her in this case but rather of the word “Sex” portrayed in great big letters and the billboard owner thought that would be too much the ultra-religious.

The suggestion was made that the word “Sex” should be removed. Forum Films, the production company, told Ynet, “This is simply ridiculous. The word ‘sex’ is part of the movie’s title. What exactly are we supposed to do?” Company spokesman Arye Barak told The Jerusalem Post, “We told them, the way you don’t remove the word ‘Coca’ from ‘Coca-Cola’ and just leave ‘Cola’ we can’t do in this case. It’s ludicrous.”

While some reports said it was the city fathers in Jerusalem that sounded the alarm a city official said it didn’t get that far and that Maximedia, the billboard company, made the decision without consultation. Maximedia CEO Shai Keidar said his contract with the city forbade him from posting signs that would offend the public. “Naturally, I don’t ask the municipality to approve any poster. Our decision was based on long years of work and acquaintance with the municipalities. The posters will appear in other cities.”

Meir Shamir, assistant director of sales and marketing, elaborated that there are “understandings” with officials in the cities of Jerusalem and Petah Tikva that the word “sex” not appear in billboards. “We asked Forum Films to leave out the word and place three dots in its stead. It’s not exactly as they are telling the press. If we don’t leave out the word it’s probable that the past will repeat itself and our signs will be mutilated. It certainly bothers a certain population.”

The film company, warming to the publicity it was getting in the media for the banished billboards, cried out, “The news was a great shock. We have not asked them to advertise nudity, or messages that may be offensive to the general public, and the ultra-Orthodox community in particular. Nevertheless, this is the name of the movie. We feel that it is ridiculous to prohibit us from advertising the brand without naming it.”

Meanwhile, the movie still continues to receive heavy promotion on TV, newspapers, and the Internet.