If you haven’t been living under a rock, you’ve probably seen the marketing for The Devil Wears Prada 2, whether it’s a glamorous outfit from Anne Hathaway or Meryl Streep all over social media or a Diet Coke can plastered with the signature double-spiked red heel.
The global press tour, which spanned cities such as Mexico City, Tokyo, Seoul, and Shanghai, culminated at the movie’s star-studded world premiere at New York City’s Lincoln Center earlier this month with Hathaway, Streep, Emily Blunt, and Stanley Tucci present.
As studios promote trailers for upcoming releases, it’s no surprise that they’re also using premieres as massive marketing vehicles as well.
In the first movie, Hathaway’s Andrea Sachs is an aspiring journalist and fish-out-of-water who scores a job at a fictional fashion magazine called Runway, only to butt heads with its icy and manipulative editor-in-chief, Miranda Priestly.
Released in 2006, it was set during a time when legacy media was still relatively nearer to its prime.
In the sequel, Miranda and the rest of the Runway world are grappling with the transition from print to digital media, declining advertising revenue, leadership changes, and the fight for attention in an algorithm-driven online world.
Martha Morrison, head of marketing at Disney Entertainment, Studios, said that when the team was planning the premiere, hosting it in New York felt like a full-circle moment since the movies are set in the city.
