EXCLUSIVE: 20th Century Studios‘ The Devil Wears Prada 2 is sashaying in tonight with $10M previews which began at 2PM today according to sources.
Heck, yes, that’s a great start. At that level, Devil Wears Prada 2 is under last summer’s kickoff, Disney/Marvel Studios’ Thunderbolts* ($11.5M previews, $74.3M opening), right near Disney’s Little Mermaid ($10.3M previews, $95.5M opening) from 2023, and just under 2017’s Wonder Woman ($11M previews, $103.2M). A week ago, Lionsgate’s Michael posted overall previews (Thursday and Wednesday fan Imax shows) of $12.6M which led to a $97.2M North American start. Devil Wears Prada 2 is booked at 4,150 theaters and has all the PLF screens, while the King of Pop holds onto Imax.
Presales were quite sexy heading into the weekend with $20M for the David Frankel directed sequel, which arrives in theaters close to 20 years after the first pic. That presales figure was on par with Project Hail Mary ($80M) and Dune: Part Two ($82.5M). Granted those are both male-skewing movies versus Devil Wears Prada 2 which is female, meaning attendance could be frontloaded for the sequel this weekend. Tracking has Anne Hathaway, Meryl Streep, Emily Blunt and Stanley Tucci sequel between $73M-$80M. Word of mouth bodes well with reviews now at 78% certified fresh on Rotten Tomatoes, higher than the original 2006 film which was 75% certified fresh. RelishMix reports on their social media buzz meter, Devil Wears Prada 2 is at a high 7.2 (versus The Breadwinner‘s 3.9M and Star Wars: Mandalorian and Grogu‘s 5.3.
The Devil Wears Prada 2 opens everywhere overseas this weekend. A $180M global start is expected or $100M overseas. Through two days, China has already made $3.2M, however, the territory was led on Friday by local film, Cold War 1994 which did $2.5M to Prada 2‘s $810K.
The first Devil Wears Prada posted a Friday of $9.4M, a 3-day of $27.5M and finaled at $124.7M domestic, and $326.5M worldwide.
Exhibitors, likewise, were also seeing robust advance ticket sales for part 2.
Alamo Drafthouse crossed $1M in presales on The Devil Wears Prada 2 which tracks similar to Deadpool & Wolverine for the dine-in exhibitor.
“Presales for Devil Wears Prada 2 are super-strong, with a lot of group buyouts coming in,” said Traci Hanlon, CMO of Dallas luxe circuit Cinergy Entertainment. “We’re seeing real demand for the Prada-themed experiences, especially our dress-to-impress Prada Brunch and Couture Night events. We expect the popcorn purse bags to sell out quickly, and we’re really excited about our ‘human crane’ giveaway game with an actual Prada bag…all of our movie-themed in-theatre promos are getting a lot of moviegoer attention.”
Cinergy held a premiere night tonight for moviegoing members with a red carpet, prosecco greeting, paparazzi-style photos, and guests in full runway looks. The chain is literally putting actual designer bags, we’re talking Prada and Coach, inside a life-size “Human Crane” game which will be at their Midland, TX theater throughout the weekend until the bags are gone.
Separately, the Boxoffice Company reports that 28% of all scheduled weekend showtimes in the United States are being designated to Devil Wears Prada 2 followed by Michael (19%), The Super Mario Galaxy Movie (11%), and Project Hail Mary (7%).