The Devil Wears Prada 2 Hits $433.2 Million in 11 Days as Disney Unleashes $250 Million Campaign
Updated
Updated · Hollywood Reporter · May 12
The Devil Wears Prada 2 Hits $433.2 Million in 11 Days as Disney Unleashes $250 Million Campaign
3 articles · Updated · Hollywood Reporter · May 12
$433.2 million through May 11 made The Devil Wears Prada 2 the biggest female-led hit since Barbie, with the $100 million sequel already surpassing the 2006 film’s full $326 million global run in under two weeks.
Disney paired a May 1 summer-launch slot with one of its biggest-ever marketing pushes, securing a record number of brand partnerships whose contributions were valued at $250 million.
The campaign helped the film hold strongly in weekend two, dropping 43% domestically and 46% overseas while upsetting Mortal Kombat II at the U.S. box office.
222 million trailer views in 24 hours, Met Gala spillover, Mother’s Day timing and cross-promotions from Dior to L’Oréal and Mercedes-Benz broadened appeal beyond older fans to younger moviegoers.
The result gives Disney’s 20th Century label a rare non-superhero summer breakout and shows a 20-year-old fashion franchise can still become a global cultural event.
Is Prada 2 a new blockbuster blueprint, or a lightning-in-a-bottle success that other studios can't replicate?
Can one film's triumph, fueled by brand deals, truly fix Disney's declining global reputation and internal turmoil?
As Disney's marketing team faces layoffs, did their campaign or the story's appeal truly drive Prada 2's success?