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The Hollywood Economics of Fashion SequelsFor a film that serves as a commentary on the perilous economics of today's media landscape, it's fitting that promotion for The Devil Wears Prada 2 has been so frank about its finances. The sequel reveals how modern Hollywood turns entertainment into a financial powerhouse through strategic casting and brand partnerships.Star Power and Salary NegotiationsSpeaking ahead of the New York premiere, Meryl Streep revealed she initially turned down the role of Miranda Priestly in the 2006 original in a bid to extract more money from its producers. "They called me up and they made an offer," she told US TV show Today, "and I said, no, not going to do it. I knew it was going to be a hit, and I wanted to see [what would happen] if I doubled my ask. They went right away and said: 'Sure!'"Streep's hardball bartering paid off all round. The original film made more than nine times its $35m budget at the box office, enjoyed a strong streaming afterlife and became a cultural touchstone.The Price of Star Power in 2026Estimates suggest that cast salaries alone account for around half the sequel's $100m price tag, once the leads, supporting cast and costly cameos are totted up. Lady Gaga's brief appearance as herself in the film – including a bespoke body-positive song – came in at a reported $2.5m alone. She is one of about 30 assorted big names from music, fashion, sport and the media to parade briefly on screen, in a bid to lend the project credibility as well as cross-pollinate its promotion.Asked earlier this week about the 20-year wait for a sequel, Emily Blunt and Anne Hathaway jokingly noted that Stanley Tucci was the last of the four stars to sign on the second time round – holding out, they said, for the big bucks.Brand Partnerships and Commercial IntegrationYet the fashion satire has also adopted a belt and braces approach to its profits. Just as its fictional Runway magazine is increasingly at the behest of advertisers propping up its pagination, so too producers of the new movie have brokered a strategic roster of lucrative brand partnerships.The most conspicuous of these is Dior, which features in the film as the company now run by Blunt's character. The others are a touch less aspirational; the portfolio includes Diet Coke, Old Navy, Tweezerman, listing agent Zillow, hair care brands Tresemmé and L'Oréal, plus Google, Samsung and Starbucks.Many of the tie-in products are available for purchase in the US at Walmart stores, which also boasts its own range of official merchandise, including a Miranda doll ($35), polyester throw blanket ($14.74), shower wash ($10) and a scoop collection tie-waist midi dress in the finest cerulean blue ($49).Box Office Projections and Industry ImpactProjections estimate that the new film will take around double its budget over its opening weekend, meaning the original's overall $326m take should be surpassed within a fortnight. The sequel is riding a wave of renewed enthusiasm for cinema attendance, following box office over-performances for recent releases.The Future of Film FinancingThe financial strategy behind The Devil Wears Prada 2 reflects broader industry trends where films increasingly rely on star power, brand partnerships, and merchandise tie-ins to ensure profitability in an increasingly competitive entertainment landscape. As production costs continue to rise, we can expect more films to adopt this multi-pronged approach to revenue generation, blending traditional box office returns with innovative commercial partnerships.

The Lead The upcoming film "The Devil Wears Prada 2" has announced a Starbucks partnership featuring character-inspired drinks, a move that underscores the film's nostalgic approach while highlighting the awkward disconnect between its 2000s setting and current cultural realities. The Nostalgic Brand Strategy The partnership sees Starbucks introducing a secret menu of drinks inspired by characters from the film, including Miranda's Signature Order ("a no foam, extra shot, extra hot caffe latte with non-fat milk") and Andy's Cappuccino ("an oatmilk cappuccino with caramel and cinnamon"). This collaboration represents an attempt to leverage the film's connection to a bygone era when both glossy magazines and Starbucks carried cultural prestige. The Cultural Disconnect What makes this partnership particularly striking is the timing. The film centers on the world of glossy magazines—a industry in decline amid digital transformation—while Starbucks has transformed from a premium "third space" destination to what many perceive as a mass-market chain with declining quality. The partnership exists in a cultural vacuum, attempting to market nostalgia for an era that no longer resonates with contemporary sensibilities. Industry Implications This partnership reflects broader challenges in entertainment marketing. As theatrical film attendance continues to decline and traditional media struggles to maintain relevance, studios are increasingly relying on brand partnerships to generate buzz. However, when these partnerships rely on outdated cultural touchstones, they risk alienating rather than engaging modern audiences. The Future of Nostalgia Marketing While "The Devil Wears Prada 2" may represent a specific case study in nostalgic misalignment, it raises questions about the sustainability of nostalgia-driven marketing in an era of rapid cultural change. As brands and entertainment properties continue to mine the past for inspiration, the challenge will be finding authentic connections to contemporary values rather than simply replicating aesthetic elements of bygone eras.

Workers at Starbucks' historic first store in Seattle's Pike Place Market are pushing to unionize as the coffee giant and its union appear to be at a standstill over their first contract. The store, which opened in 1971, serves as a major tourist attraction in Seattle.The employees, who have been handling significant tourist traffic, say they face greater customer service responsibilities and issues with disruptive customers and safety concerns. One worker, Nailah Diaz, described experiencing unfair treatment, favoritism, and discrimination with little support from management.The Starbucks workers at Pike Place announced their union election filing earlier this month, joining over 600 Starbucks stores that have won union elections in the US since 2021. However, the fight for a first union contract remains ongoing, with Starbucks Workers United recently filing an unfair labor practice charge against the company.The union is seeking better working conditions and citing Starbucks's record of union busting, including allegations of shutting down unionized stores and disciplining workers for union activities. A Starbucks spokesperson said the company has been engaging in good faith and offering comprehensive proposals that build on its competitive pay and industry-leading benefits.Despite this, workers say they are united in their cause and hopeful for a better workplace. The average time it takes for a union to reach a first contract is about 465 days, but Starbucks workers have been fighting for over four years.

Starbucks's UK retail arm secured a significant £13.7m corporation tax credit last year, even as it reported a 6% increase in sales to £556.3m and added over 90 new stores, bringing its total to 1,304. The tax credit, which can be used to offset future tax bills, follows losses widening to £41.3m in the 12 months to September.The company's financial performance was impacted by £40m in royalty and licence fees paid to its parent company, Starbucks Emea. These fees, which are paid to a UK-based entity that collects similar fees from across Europe, the Middle East, and Africa, significantly contributed to the losses.Despite the losses, Starbucks UK's sales growth was driven by price increases, new loyalty schemes, and the introduction of “freshly baked in-store food”. The company also shifted its workforce towards full-time staff, reducing overall staff numbers by 244 to 5,352.Critics, such as the Fair Tax Foundation, argue that this situation highlights a recurring issue where large corporations like Starbucks use complex financial structures to minimize their tax liabilities. “This all feels so very Groundhog Day,” said Paul Monaghan, chief executive of the Fair Tax Foundation. “As per a decade ago, Starbucks UK reports annual growth in income and store numbers, whilst at the same time declaring a loss due to the payment of hefty royalty fees to other Starbucks subsidiaries. The end result, no corporation tax is paid.”In response, a Starbucks spokesperson emphasized the company's commitment to paying all taxes due, stating that it “manages its global tax responsibilities in keeping with its mission and values.”The company's financial challenges are expected to continue, with Starbucks UK citing a “challenging consumer environment” characterized by inflationary pressures, reduced discretionary spending, and increased competition. The company has received financial support from its parent group, including £30m in cash to keep the business afloat and a further £60m in February.