In the event you haven’t been dwelling below a rock, you’ve most likely seen the marketing for The Satan Wears Prada 2, whether or not it’s a glamorous outfit from Anne Hathaway or Meryl Streep throughout social media or a Food regimen Coke can plastered with the signature double-spiked pink heel.
The worldwide press tour, which spanned cities comparable to Mexico Metropolis, Tokyo, Seoul, and Shanghai, culminated on the film’s star-studded world premiere at New York Metropolis’s Lincoln Middle earlier this month with Hathaway, Streep, Emily Blunt, and Stanley Tucci current.
As studios promote trailers for upcoming releases, it’s no shock that they’re additionally utilizing premieres as huge advertising automobiles as properly.
Within the first film, Hathaway’s Andrea Sachs is an aspiring journalist and fish-out-of-water who scores a job at a fictional vogue journal referred to as Runway, solely to butt heads with its icy and manipulative editor-in-chief, Miranda Priestly.
Launched in 2006, it was set throughout a time when legacy media was nonetheless comparatively nearer to its prime.
Within the sequel, Miranda and the remainder of the Runway world are grappling with the transition from print to digital media, declining promoting income, management adjustments, and the combat for consideration in an algorithm-driven on-line world.
Martha Morrison, head of selling at Disney Leisure, Studios, mentioned that when the group was planning the premiere, internet hosting it in New York felt like a full-circle second because the films are set within the metropolis.
“It felt prefer it was pure to increase the celebration of those characters coming again to New York,” Morrison advised Quick Firm. “We needed it to really feel prefer it was a celebration, however we additionally needed to really feel prefer it was kind of an expertise.”
The premiere (produced by 15|40 Productions) was larger and flashier than the unique, with not solely the principle solid, however a number of influencers, vogue journalists, and even Anna Wintour in attendance—a pink carpet match for Runway itself.
What was additionally outstanding on the premiere had been model activations throughout the wonder, vogue, expertise, hospitality, and meals and beverage classes. These included:
- A L’Oreal Paris photograph sales space the place company may pose for their very own Runway cowl.
- A Runway-branded elevator door sponsored by Zillow, the place attendees may recreate their very own strut and catwalk.
- A Waldorf Astoria desk the place company may get their very own customized vogue illustrations drawn by an artist.
- An interactive Runway closet the place company may just about strive on garments utilizing Google Procuring AI expertise.
Different manufacturers Disney and twentieth Century Studios partnered with embrace Dior, Lancôme, TRESemmé, Tweezerman, and Gray Goose for varied commercials and branded merchandise.
Morrison mentioned the credit score goes to Lylle Breier, who leads Disney’s international advertising partnerships.
“Their objective was to ensure we had a powerhouse collective of all the finest in school companions and types and tradition defining collabs that we probably may,” Morrison mentioned. “It makes all of it really feel actually particular and actually in-world and chic.”
“One thing tactile and particular”
However maybe one of many greatest advertising stunts from the marketing campaign is the limited-edition fictional Runway journal the group created that was handed out not solely on the premiere, however on the varied L’Oreal Paris, Gray Goose, and different branded pop-up newsstands in Los Angeles and New York.
The journal—which options Blunt’s Emily Charlton on the quilt—is filled with editorial options, advertisements selling the model partnerships, and vogue taken from the sequel.
There’s even an “editor’s letter” from Miranda and articles written by Andrea, however all of the contributors are precise vogue designers, artists, and creators the studio partnered with. (Disney declined to reveal the advertising finances for the sequel.)
“It felt like we needed to meet the mark as we had been going to make our personal Runway journal,” Morrison mentioned. “A variety of effort and care was put into ensuring that it matched what individuals’s expectations are of what they might get if that they had an actual Runway journal of their arms.”
Morrison famous that whereas a lot of the promotion of the movie lives digitally, she mentioned it was essential that they gave followers one thing bodily as a souvenir.
“In a world the place we have now quite a lot of issues taking place in our marketing campaign which might be dwelling on-line, dwelling in digital, there’s additionally one thing nice about having one thing tactile and particular you possibly can have in your arms and really feel such as you’ve acquired one thing that feels actually unique,” Morrison mentioned. “There’s an actual energy in that as properly.”
In the end, every part within the marketing campaign goes again to celebrating the followers and their love for the flicks and its characters, based on Morrison.
“Nostalgia could be very sizzling,” she mentioned, even because the film very clearly depicts how individuals are impacted by the passage of time.
“[The characters] have developed and adjusted, and there’s a cause for everyone to come back again collectively,” Morrison mentioned, including that the group’s objective was to “make this really feel like an plain cultural second that’s actually firmly within the zeitgeist.”
