economy
May 5, 2026
19 Brands Bet on Miranda Priestly: The Millionaire Business Behind The Devil Wears Prada 2
Two decades after Miranda Priestly first uttered her legendary "That's all," the most feared editor in cinema returned to theaters on April 30th.
TL;DR
- The Devil Wears Prada 2 premiered on April 30th, featuring product placements from 19 global brands.
- The marketing strategy was planned two years in advance, starting when the film received approval in 2024.
- Brands were integrated to be coherent with the film's universe, not just displayed as logos.
- In contrast to the first film where product loans were free, all 19 brands paid for placement in the sequel.
- Key brand collaborations included L'Oréal Paris, Starbucks, Samsung, and various fashion labels.
- The film grossed $233 million globally on its opening weekend, making it the second-highest-grossing premiere of 2026.
- Disney recouped the film's $100 million production cost within three days.
- The marketing strategy followed successful models seen in 'Barbie' and 'Wicked', but focused on seamless integration of high cultural capital brands.