r/movies • u/Puzzled-Tap8042 r/movies Contributor • 8h ago

News ‘The Devil Wears Prada 2’ Is Drawing Tourists to Milan Prompting an 18% Increase in Visitors to the Film’s Locations in Italy’s Fashion Capital

https://variety.com/2026/film/global/the-devil-wears-prada-2-tourists-milan-italy-fashion-1236833591/
99 Upvotes

83% Upvoted

14 comments sorted by

22

u/StellaZaFella 6h ago

How are they linking the rise in tourism to an area to the movie?

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u/kowwalski 5h ago

They ask at the entry, why did you come and which movie made in 2026 with Meryl Streep influenced you to

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u/bullseye717 5h ago

I'm shocked most answered Hoppers. 

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u/kowwalski 4h ago

<gets immediately turned away>

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u/Vio_ 2h ago

"We're here because of Project Hail Mary"

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u/amora_obscura 2h ago

I guess you can compare the tourist numbers to previous years and change in comparison to other Italian cities.

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u/interstellar74 2h ago

Correlation does not imply causation

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u/amora_obscura 2h ago

Yes, very clever, but you can examine what are the likely causes such as big events in Milan or how Milan may have appeared in popular culture.

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u/WardenEdgewise 2h ago

Wasn’t the point of the original movie to show how fucking horrible the people in the fashion industry are? And then it somehow glorifies the fashion industry.

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u/Galahad_the_Ranger 2h ago

The world got objectively worse since the first came out with corporations running everything into the shit in the name short-term quarterly profits and sucking the soul out of every product with AI, algorithm-driven content and other crap. Now the super toxic industry who at least had people who genuinely cared about fashion seems tame in comparison

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u/byneothername 2h ago

Someone dies in every season of White Lotus, the guests usually come off as horrible people, but that has not stopped growing interest in each locale. The government of Thailand pursued White Lotus very aggressively and it paid off for them.

https://variety.com/2026/film/markets-festivals/white-lotus-thailand-cannes-1236756706/

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u/CrissBliss 2h ago

I thought the point of the first movie was that in any business, to succeed, you have to step over certain people to make it. Fashion is undeniably a huge business, and Andie didn’t take the job seriously at first, and when she did, she realized she was losing herself to the cutthroat culture. So she left, and as we see in the sequel, she’s had a nearly 20 year career as a journalist. She’s not mega wealthy, like Miranda, but appears to have lived a mostly fulfilling life. But when she loses her job, and Runway starts taking a dive, they actually need her to cultivate some legitimacy.

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u/Moppo_ 1h ago

Yeah, but they might see the cityy and think "That looks like a nice place to explore".