More than a dozen brands have partnered with The Devil Wears Prada sequel. Ahead of the movie’s highly anticipated release on Friday, beauty, beverage, and tech brands all scored partnerships for campaigns, like Lancôme, Starbucks, and Google. The ads are almost all playing into the world of the movie, giving the fandom an extended viewing experience they’ve come to expect on social media. YPulse’s 2024 Merch Madness Trend report shows that nearly half of 18-24-year-olds consider themselves part of a fandom, meaning that brands should lean into creating the feeling of immersion to stay culturally relevant. We know that young people are leading a moviegoing resurgence too, so brands are not missing the opportunity to make connections with young fans. (Marketing Dive)
🔮 YPulse predicted: In 2026, fandoms will save the movie theater—or change it for good
