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
Summary
$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.