The Devil Wears Prada
In the Summer of 2006, "The Devil Wears Prada" served as 20th Century Fox's light counter-programming to the blockbuster "Superman Returns", which was released
theatrically on the same day. "Prada" was meant to do good business, but nothing spectacular For the promotion of the film, Fox made early two bold choices that would
shape the film's public image early on. For the poster, the creation of a red stiletto heel ending in a pitchfork was meant as a first teaser, yet it became so
successful that it was used throughout the film's whole promotion. Then, an usual movie was the film's trailer - an edited version of Miranda's arrival and her job
interview was Andy - was turned into a teaser, but again proved so successful that it became the final trailer. With this kind of laid-back promotion that didn't rely
on the film's big names, audiences got curious. The film would not only become a modern-day "Working Girl" but also provided breakout roles for Anne Hathaway and
newcomer Emily Blunt. Streep, for the first time in her career, would become a box-office hit. With "The Devil Wears Prada", the almost simultaneously theatrical
release of "A Prairie Home Companion" and the Public Theater production of "Mother Courage", this was "The Summer of Streep".
Promotinal tour - United States
A month-long promotional tour was scheduled for the last week of June 2006, starting with the film's premiere showing at the Los Angeles Film Festival and followed
by a press junket in Los Angeles on June 16, attended by Streep, Anne Hathaway, Stanley Tucci and Emily Blunt. The New York City premiere was held on June 19 at the
AMC Loews Lincoln Square. In a rare instance for her public appearances, Meryl Streep was accompanied by all of her daughters to the premiere. The same week, various
talkshows were attended by the cast. Meryl Streep was a guest on "The Today Show" on June 5, celebrated her birthday on "The Late Show with David Letterman"
on June 22, visited "Live with Regis & Kelly" on June 27 and was joined by Anne Hathaway and Stanley Tucci on "The View" on the day of the film's release, June 30.
In the press, "The Devil Wears Prada" received numerous cover stories and articles in film and fashion magazines. On its opening weekend, the film was on
2,847 screens. It grossed $27 million, second only to the much bigger-budget "Superman Returns", and added $13 million more during the first week. This success led
Fox to add 35 more screens the next week, the widest domestic distribution the film enjoyed. Although it was never any week's top-grossing film, it remained in the
top 10 through July. Its theatrical run continued through December 10, shortly before the DVD release.
Promotinal tour - International
Due to the success of the film, the international promotion was expanded to Italy and France. On September 07, "The Devil Wears Prada" was shown at the Venice Film
Festival, with Streep, Hathaway, Tucci and director David Frankel in attendance. Two days later, the cast attended the film's premiere at the Deauville Film Festival
in France. These tours brought considerable attention to the film, and especially to Streep, who participated in more press junkets for the international press in
Italy and France. The film's release once again brought a number of cover stories for Meryl Streep, including Italy's Io Donna and France's Studio Magazine.
Culminated, "The Devil Wears Prada" added $325 million in its world-wide run, becoming one of the most successful films of 2006.
In December 2006, "The Devil Wears Prada" received 3 Golden Globe nominations for Best Motion Picture - Comedy or Musical, Best Performance by an Actress in a Motion
Picture - Comedy or Musical (Meryl Streep) and Best Performance by an Actress in a Supporting Role in a Motion Picture (Emily Blunt). Streep would be listed on most
Best Actress ballots throughout the 2007 awards season, receiving further nominations from the Screen Actors Guild, the London Critics Circle, the National Society
of Film Critics Awards and the New York Film Critics Circle Awards. The BAFTAs bestowed the film with a whopping 5 nomiantions for Best Actress, Best Supporting Actress
(Emily Blunt), Best Screenplay, Best Costume Design and Best Make Up & Hair. On January 23, a week after Streep won a Golden Globe for her performance as Miranda
Priestly, "The Devil Wears Prada" received 2 Academy Award nominations, for Best Performance by an Actress in a Leading Role (Streep) and for Best Achievement in
Costume Design (Patricia Field). Neither won (nearly every Best Actress award this year was won by Helen Mirren for "The Queen"), but Emily Blunt and Anne Hathaway
presented the last mentioned award, amusing the audience by slipping into their characters for a few lines, nervously asking which of them had gotten Streep her
cappuccino. Streep played along with a stern expression.