The Devil Wears Prada 2 has arrived with a promotional strategy that is as sharp as Miranda Priestly's wit. The sequel, which premiered in New York on 20 April, has been remarkably transparent about its financial mechanics, fitting for a film that critiques the precarious economics of modern media.
Streep's Salary Negotiation
Meryl Streep, who reprises her iconic role as the formidable editor, revealed she initially declined the part in the 2006 original to secure a higher fee. 'I knew it was going to be a hit, and I wanted to see if I doubled my ask,' she told the Today show. 'They went right away and said: Sure!' The gamble paid off: the original film grossed over nine times its $35 million budget.
Cast Salaries and Cameos
The sequel's $100 million budget is heavily weighted towards cast salaries, which account for roughly half. Lady Gaga's brief appearance as herself, including a bespoke song, reportedly earned her $2.5 million. She is among 30 high-profile cameos from music, fashion, sport, and media, designed to lend credibility and cross-promote the film.
Emily Blunt and Anne Hathaway joked that Stanley Tucci was the last to sign on, holding out for top dollar. The ensemble cast also includes Kenneth Branagh as Miranda's violinist boyfriend, a role that sparked speculation about being trimmed in editing.
Brand Partnerships
Like the fictional Runway magazine, the film has forged lucrative brand deals. Dior features prominently as the company run by Blunt's character. Other partners include Diet Coke, Old Navy, Tweezerman, Zillow, Tresemmé, L'Oréal, Google, Samsung, and Starbucks. Many tie-in products are available at Walmart, which also offers official merchandise such as a Miranda doll ($35) and a cerulean blue midi dress ($49).
Box Office Projections
The sequel is projected to double its budget over its opening weekend, potentially surpassing the original's $326 million global haul within two weeks. It benefits from a resurgence in cinema attendance, following hits like Project Hail Mary and The Super Mario Galaxy Movie.
Cameos That Happened
- Kenneth Branagh: Plays Miranda's nice violinist boyfriend, a modest role that raised eyebrows.
- Lady Gaga: Convinced by Streep via a phone call, she flew in from her world tour for a brief scene.
- Donatella Versace: Gets an earful from Blunt's character, alongside other fashion figures like Naomi Campbell and Marc Jacobs.
- Tina Brown: Appears at a Hamptons lunch party, enduring heat and off lobster.
Cameos That Didn't
- Hugh Jackman: Despite a party scene setting up an encounter, he does not appear.
- George Clooney: His Lake Como villa is shown, but he is absent.
- Sydney Sweeney: Her three-minute scene was cut for structural reasons.
- Anna Wintour: The inspiration for Priestly did not appear, though she has made cameos in other films.
