The Devil Wears Prada 2: A Fashionable Film's Impact on Milan
The highly anticipated sequel to the cult classic "The Devil Wears Prada" has had a significant impact on Milan, Italy's fashion capital. The film, which features high-profile local cameos and a live-shot Dolce & Gabbana fashion show, has drawn an influx of international tourists to the city, with pedestrian traffic from foreign visitors rising by 18% compared to the previous period.
The main driver of this tourism boom is the sequel itself, which is expected to bring approximately 1.5 million international tourists to Milan during the summer quarter, with over 451,000 expected in August alone. This is according to a study by the Cities Analytics platform and the local small businesses association Confcommercio Milano.
The study reveals that the most notable rise in visitor numbers was recorded between Largo Cairoli square and Palazzo Clerici, within Milan's quadrilatero della moda luxury shopping district, which features in the film. Other popular locations include Galleria Vittorio Emanuele-Duomo, where Miranda Priestly has a reflective late-night sequence, and the Brera Academy, where Miranda organizes one of the film's most spectacular events.
The film's impact on tourism is particularly interesting, as it showcases the power of cinema in shaping travel trends. The main visitors to Milan prompted by the "Devil Wears Prada 2" effect are Americans, followed by French and British tourists. This trend highlights the influence of popular culture on travel choices, as fans of the film are drawn to the city's iconic locations.
The success of "The Devil Wears Prada 2" is also evident in its box office performance. After its release in the U.S. and Italy, the film reached $220.6 million in the U.S. and $691.4 million globally on a budget of $100 million. Its streaming premiere on Disney+ and Hulu further solidified its success, marking Disney's biggest live-action movie premiere since "Deadpool & Wolverine."
In conclusion, the sequel to "The Devil Wears Prada" has had a significant impact on Milan, boosting tourism and showcasing the city's iconic locations. The film's success in the box office and streaming platforms further emphasizes its cultural influence and the power of cinema in shaping travel trends.
