What was the estimated promotional value of the Disney marketing campaign?

The estimated promotional value of Disney’s marketing campaign for The Devil Wears Prada 2 was $250 million.

That figure refers to the reported value of the film’s extensive promotional operation, especially its official brand partnerships. It is not the same thing as the movie’s production budget, which was reported at about $100 million, and it should not be read as a simple cash amount spent by Disney on advertising.

The campaign used the fashion world at the center of the story as a marketing engine. Partnerships involved brands including Dior, Google, Coca-Cola, Grey Goose, Mercedes-Benz, L’Oréal, Zillow, TRESemmé, and United Airlines. Those collaborations broadened the film’s visibility beyond conventional trailers, posters, and press tours.

Another frequently confused figure is the trailer-view count. The first full trailer reportedly received 222 million views in its first 24 hours and was described as 20th Century Studios’ most-viewed trailer at the time. Trailer views and promotional value are separate measurements.