The Devil Wears Prada 2, which opened last week, has become an instant hit at the box office here in Aotearoa, 20 years on from the release of the first film.
The Devil Wears Prada 2 earned $1.66 million at the New Zealand box office, which Val Morgan says makes it the biggest opening weekend for a film since December last year.
It is also the second biggest comedy opening of all time in the market, behind 2023’s Barbie.
The film recorded 72,500 admissions, reflecting a strong appeal across both original fans and new audiences. It delivered 55% of its total audience from the hard-to-reach P25–54 demographic and a 65% female skew.
The strong box office delivery was also driven by the high demand for premium cinema experiences.
Strong start to the year
The opening weekend result of The Devil Wears Prada 2 builds on a strong start to the year, with multiple record-breaking openings recorded across the past four months, as well as the strongest Easter period since 2019.
Overall, audience admissions are up +9% year-on-year, driven by growth across key audience demographics, including P14–39 and ABs.
Val Morgan Cinema New Zealand sales director Matt Tremain says, “The Devil Wears Prada 2 is proving to be a major cultural moment for cinema, and a clear reflection of the market’s current momentum.
“Off the back of record-breaking openings and the strongest Easter period in six years, admissions continue to trend upward, which puts brands in a strong position to show up on the big screen, particularly with a strong slate still to come.”
Brands get involved
In Antony Young’s recent Around the World column, he wrote about the marketing momentum behind the sequel, with brands showing up to bring the film’s universe to life.
Bottled water brand smartwater turned cerulean, in a reference to the first film and Miranda Priestly’s monolouge on how the fashion industry actually works, while beauty brands like TRESemmé and alcohol brand Grey Goose built campaigns from “Runway Ready” hairspray to espresso martinis.
Here in Aotearoa, Spark Foundry New Zealand, in collaboration with Val Morgan Cinema, Arnott’s and cinema brand Silky Otter, leaned into this by creating special screenings for The Devil Wears Prada 2.
The ‘Tim Tam girls night in’ experience saw guests enjoy an Arnott’s‑inspired menu, featuring Tim Tam, snacks from the wider Arnott’s portfolio – including 180 Degrees crackers and Mother Earth nuts – and a Tim Tam espresso crunch martini.
Premium entertainment, premium snacks
Spark Foundry NZ business director Rachael Mahon says at the heart of the partnership is the pairing of premium entertainment with premium snacking.
“This partnership works because it reflects how this audience wants to experience entertainment. A premium, intimate setting at Silky Otter, the nostalgic pull of The Devil Wears Prada 2, and Arnott’s role in a shared social and indulgent moment between friends all align. It’s considered – and that’s why it works.”
Arnott’s brand manager Charlotte Davis adds that the Tim Tam biscuit has always been about creating moments of indulgence.
“This partnership allows us to showcase not just Tim Tam, but the breadth of our snack portfolio, in a way that feels natural and enjoyable. It’s about meeting people in moments that matter to them, and celebrating the simple pleasure of sharing delicious treats with friends.”
Tremain says the Val Morgan team were thrilled to bring this partnership to life for Tim Tam.
“It’s a brilliant example of strategic alignment, connecting with one of the year’s most anticipated films through immersive menu integration and engaging on-screen activity within the premium Silky Otter environment – all to create a multi-sensory brand experience where audiences don’t just see Tim Tam, but they get to experience it.”
