Typically it’s the fanboys who fire off summer, but this year it’s the fangirls as 20th Century Studios/Disney’s anticipated The Devil Wears Prada 2 looks to keep the box office pizzazz going after the success of Lionsgate’s Michael. Prada 2 is looking at a $73 million-$80 million domestic start for what could be a near $180M worldwide debut in an offshore footprint that’s 100%.
Essentially, a $100M international opening worthy of applause.
While domestic tracking has risen to $73M, U.S./Canada presales of $20M indicate that an $80M start is in store for the sequel at 4,150 theaters. Those advance ticket sales are ahead of both Amazon MGM Studios’ Project Hail Mary ($80.5M opening) and Dune: Part Two ($82.5M). Prada 2, which is arriving in theaters close to 20 years after the original, reteams that pic’s director David Frankel with franchise cast members Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci. The sequel is expected to have a significantly bigger gravitational pull for all women than Gucci’s spring collection. No reviews yet on Rotten Tomatoes, but not even a pan by Anna Wintour herself could slow the momentum for Devil Wears Prada 2 at the box office.
While female-skewing movies are known to be frontloaded in their grosses, the hope is that the PG-13 Devil Wears Prada 2 has a longer runway than usual given that its second weekend will play into Mother’s Day. In regards to this weekend’s boost overseas, it’s Labor Day on Friday, May 1, in Latin America and throughout Europe.
Among the pic’s promotional partners looking to excite the 18-34 set are L’Oreal, Dior (which makes a cameo in the film; Blunt’s Emily is a force to be reckoned with there), Mercedes-Benz and Diet Coke.
Also sprucing up excitement as we head into Friday’s runway launch: the pic’s new single “Runway” from Lady Gaga and Doechii, which is performed in the pic, dropped Monday and has already clocked 3.1M views on YouTube.
Devil Wears Prada 2 will have control of premium large-format screens at a count of 1,000, including all the Dolbys plus 100 ScreenX, and 200+ D-Box/Motion screens. Previews start Thursday at 2 p.m.
Lionsgate’s Michael, which is looking forward to an ease around -50% if not better (in the $45M-$50M range) will hold onto the Imax hubs. On Monday, Michael made $7.6M, taking its four-day cume to $104.8M.
Jaafar Jackson in ‘Michael’
Lionsgate
Overall, a great start to the summer, likely to rival a year ago when Marvel Studios’ Thunderbolts* led a weekend where all pics totaled $144.2M. Already, 2026 per ComScore is coursing 14% ahead of the January 1-April 26 frame from a year ago with $2.57 billion. Last year ended with $8.8 billion.
Like-to-like comps overseas are tricky when it comes to Devil Wears Prada 2. Universal’s Wicked debuted to $73M, but that pic’s offshore play wasn’t strong due to the fact that the IP wasn’t extremely well known abroad. Sex and the City 2, which was a while ago in 2010, opened to $50M offshore. Arguably, there’s more nostalgia for Devil Wears Prada, which you’ll remember was originally based on Lauren Weisberger’s New York Times bestseller. She wrote two more novels: 2013’s Revenge Wears Prada: The Devil Returns (which has a plot that’s different from the film sequel written by returning screenwriter Aline Brosh McKenna) and 2018’s When Life Gives You Lululemons.
Going back to 2006 in reported grosses, Devil Wears Prada was very popular in Europe: the UK did $26.5M, Germany $23M+, Italy phenomenal at $19.3M, with Japan also very good with a near $15M and Australia more than $11M. That first pic opened to $27.5M domestic and legged out to $124.7M stateside and $326.5M global. Devil Wears Prada was also nominated for two Oscars: Best Actress for Streep for and Costume Design for Patricia Field.
In the states, there’s also some counterprogramming, most of which is looking to open to $5M or less. This is led by Neon’s Adam Scott horror pic Hokum, at 2,000 theaters and a 91% fresh score on RT. There’s still more media to air this week in promotion of the film, which world premiered at SXSW. Angel Studios has the Andy Serkis-directed animated version of George Orwell’s Animal Farm at 2,500 sites and low RT of 29%. Bob Yari’s Magenta Light Studios has the Renny Harlin-directed Deep Water booked at 2,000 as well.