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The long-awaited sequel to The Devil Wears Prada hits theaters on May 1, and commercial partners from movie chains to beverage giants have lined up themed releases and pop-up experiences timed to the premiere. For viewers planning a screening weekend, these limited collaborations bring collectible merchandise, specialty cocktails and a handful of novelty food items—often available only while supplies last.
Theater tie-ins: accessories and exclusive orders
Major chains are treating the sequel like runway season. AMC, Cinemark and Regal Cinemas will each offer a purse-shaped popcorn container modeled after a fashion handbag—one of the film’s most talked-about pieces—available at select locations starting around the film’s opening.
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AMC is also taking preorders for its handbag popcorn bucket beginning April 30 at 10:30 a.m. CT; customers who preorder should expect fulfillment later in the summer. The chain will serve a signature cocktail at launch—an espresso-based drink spiked with Grey Goose and served nitro cold.
Beverage brands and movie cameos
Coca-Cola has produced a small advertising spot set inside the movie’s fictional magazine offices and released slim Diet Coke cans for the rollout. The brand is promoting a novelty accessory called the “Canny Pack,” a single-can carrier; fans can enter an online sweepstakes to win one.
Grey Goose partnered with the film to create five themed cocktails, with names that nod to the movie’s aesthetic and characters. Many theaters will feature a Grey Goose cocktail menu when the film debuts.
Snack brands and cerulean moments
The sequel revives the original film’s now-iconic fixation on a particular blue shade—so several consumer brands have leaned into that color.
- M&M’s: An “All Cerulean” pack will be available for free via MMS.com/cerulean-blue beginning May 1 while supplies last.
- Smartwater: A limited-edition cerulean bottle appears at select Target stores. Each bottle includes a QR code that launches a short digital challenge judged by the film’s Miranda Priestly; successful participants can win tickets, collectibles and other prizes.
Food, hotels and themed menus
Restaurants and hotels are offering movie-inspired menus and packages designed for fans who want a full-on weekend experience.
The Hyatt Regency Times Square is leaning into the sequel’s culinary nod to the first film: CUE 48 will run a specialty grilled-cheese menu beginning May 1 with items like an “Andy” grilled cheese and a chef’s signature version with gourmet cheese and fig jam. The Waldorf Astoria Hotels & Resorts rolled out a cocktail called The Devil’s Martini—made with Grey Goose, Sakura vermouth and hibiscus—and is promoting a limited “Devilishly Chic Getaway” package at the newly restored Waldorf Astoria New York.
Starbucks and other retail activations
Starbucks has curated a small selection of off-menu drinks named for characters: a no-foam, extra-shot latte linked to Miranda; an oatmilk cappuccino inspired by Andy; a doppio espresso con panna in Nigel’s style; and an iced chai with almond milk and sugar-free caramel for Emily. Participating stores worldwide will carry the recipes; the Empire State Building Starbucks Reserve will hand out promotional copies of a Runway-style magazine.
Other retail offerings include collectible Runway items in China and specialty cups and accessories tied to the film’s branding.
Events and pop-ups
The Parliament NYC at The Benjamin Royal Sonesta is staging a “Style & Stilettos” weekend brunch in May with themed cocktails, Miranda-inspired swag and theatrical touches. These experiential events are short runs and will likely require reservations.
One surprise for viewers: the sequel features a cameo by TODAY co-host Jenna Bush Hager, adding a familiar face to promotional chatter and social posts tied to the premiere.
- When: Film opens May 1; many promotional items and events start the weekend of the premiere.
- Where: Select AMC, Cinemark and Regal locations; Starbucks participating shops worldwide; Target (Smartwater); selected hotels and restaurants in major U.S. cities.
- How to access: Preorder windows (AMC), online giveaways (Coca‑Cola, M&M’s), in‑store purchases and QR-code activations for sweepstakes.
- Availability: Most items are limited-edition and supply is expected to run out quickly.
What this means for fans and collectors: if you’re after a specific item—whether a handbag popcorn bucket, a cerulean M&M’s pack or a hotel package—act fast and check participating locations in advance. Several offers require preorders or entry through brand sites, and some are restricted to certain regions or flagship venues.
For casual viewers, the tie-ins represent an opportunity to extend the premiere into a themed outing rather than just a movie night. For collectors, they’re a short window to secure movie memorabilia tied to a high-profile sequel.
Practical tips: verify participating locations before you go, set reminders for preorder windows, and expect some lines and quick sellouts during opening weekend. If you plan to pursue limited merch or event experiences, bring proof of purchase or reservation confirmations and be prepared for staggered fulfillment dates for preorder items.
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