The Devil Wears Prada 2 has adopted a strategic approach to revenue that would impress Miranda Priestly herself, with lucrative brand partnerships and celebrity cameos playing a key role. The sequel, with a reported $100m budget, sees cast salaries accounting for around half of that cost, including a $2.5m appearance by Lady Gaga.
Meryl Streep, who reprises her role as Miranda, revealed she initially turned down the part in the original 2006 film to negotiate a higher fee. 'I thought, I'm 56 and it took me this long to understand that I could do that,' she told US television. The gamble paid off, with the first film grossing over $326m against a $35m budget.
The sequel is projected to double its budget within its opening weekend, boosted by a wave of cinema attendance seen with recent hits. Producers have also brokered brand partnerships with Dior, Diet Coke, Old Navy, and others. Tie-in products are available at Walmart, including a Miranda doll and cerulean blue dress.
Kenneth Branagh appears in a small role as Miranda's boyfriend, prompting speculation his part was cut. Lady Gaga's cameo was secured by Streep herself, who called her from Islington. Donatella Versace and several fashion icons also make appearances.
