In a recent trailer for the highly anticipated The Devil Wears Prada sequel, the cast are seen parading through New York City with designer handbags, but a far more affordable accessory has captured fans' attention. A red plastic popcorn bucket shaped like a structured tote bag is rapidly becoming a coveted item.
UK cinema chain Odeon is among those planning to sell the bucket, which comes filled with popcorn as part of a special ticket deal. Prices are expected to start from £20. The bucket has been nicknamed the 'Butter Birkin', a playful reference to the Hermès Birkin, whose prices begin at £7,000. Despite not yet being officially available in the UK, one listing on eBay has already attracted a starting price of £130.
The bucket follows a recent trend of commemorative popcorn containers. In 2023, Barbie offered one shaped like a pink Corvette; the following year Dune unveiled a sandworm-inspired design, while Ryan Gosling's Project Hail Mary launched an astronaut helmet version in March. Professor Finola Kerrigan of the University of Birmingham said the decline of physical media such as videotapes and DVDs was driving a new wave of merchandise. 'Nowadays, there is a real distinction between physical objects and digital consumption,' she said. 'Film is an experience, so unless you have something physical to show it can be hard to demonstrate your fandom. These types of popcorn buckets allow the buyer to show they belong to a certain group.'
In the United States, the bucket went on sale in March at chains including AMC. A $40 'Runway ready' offer from the site Fandango, which bundled the bucket with a ticket and a limited edition Runway magazine, sold out within a week. Professor Kerrigan described the brandless red bag as a 'tongue-in-cheek way' for fans who cannot afford Prada to demonstrate their fashion focus, calling it 'an insider nod'.
Other cinemas are offering keyrings featuring red heels, a nod to Miranda Priestly's Valentino Rockstud shoes, as well as sunglasses referencing both the character and Anna Wintour, who is said to have inspired Meryl Streep's stern portrayal. This week, Streep and Wintour appeared together on the cover of Vogue, both wearing Prada.
