Film & TV Marketing

Wednesday, April 29, 2026

Industry Intelligence

Box OfficeCampaign

Devil Wears Prada 2 Tracking for $73M–$80M Domestic Opening

The Devil Wears Prada 2, from 20th Century Studios/Disney, is tracking for a $73 million–$80 million domestic opening at 4,150 theaters on May 1, with a worldwide debut approaching $180 million, boosted by European and Latin American Labor Day holidays. U.S. presales of $20 million already surpass those of Project Hail Mary and Dune: Part Two. Director David Frankel reunites Meryl Streep, Anne Hathaway, Emily Blunt and Stanley Tucci for the sequel. Promotional partners include L’Oréal, Dior, Mercedes-Benz and Diet Coke, while the Lady Gaga and Doechii collaboration “Runway” has logged 3.1 million YouTube views since dropping Monday.

Source: Deadline

Campaign

Press Screenings Spark Positive Early Word on Devil Wears Prada 2

Press screenings of The Devil Wears Prada 2 generated broadly positive social media reactions on Monday, ahead of the full critic embargo lifting today, April 29. Most early respondents praised Meryl Streep’s return as Miranda Priestly as the film’s standout element. The sequel’s global promotional campaign included a world premiere on April 20 at Lincoln Center in New York, live-streamed simultaneously on Disney+ and Hulu — a franchise first — followed by a European premiere in Paris. Director David Frankel and screenwriter Aline Brosh McKenna return for the follow-up, which opens May 1 and is tracking for one of the biggest domestic starts of 2026.

Source: Hollywood Reporter

Awards

Disney Kicks Off Emmy FYC Season with “Toast to Television” at Soho House

Walt Disney Co. officially launched its 2026 Emmy awards campaign season on Monday, April 28 with a “Toast to Television” gathering at Soho House Hollywood, hosted by the company’s newly named president and chief creative officer Dana Walden. Stars and producers from more than 30 shows spanning ABC, Disney+, Hulu, FX and 20th TV attended, representing contenders including Abbott Elementary, Alien: Earth, Paradise, The Bear and Welcome to Wrexham. Walden praised attendees as “the best of the best” and welcomed first-time creative partners. The event marks Disney’s formal early push as studios compete for Emmy nominations ahead of June voting.

Source: Variety

Streaming

Netflix Sets August 7 Premiere for Sci-Fi Thriller The Last House

Netflix has set August 7 as the premiere date for its sci-fi thriller The Last House—formerly titled 11817—and released first-look imagery alongside the announcement. Directed by Louis Leterrier (Now You See Me, Lupin), the film stars Greta Lee and Wagner Moura as parents of a family of four suddenly sealed inside their home with no means of escape, forced to survive dwindling resources and a mysterious external threat. The ensemble also includes Riley Chung, Emma Ho and Noah Alexander Sosnowski. The simultaneous title change and image reveal represent Netflix’s opening marketing move for one of its most anticipated summer releases.

Source: Deadline

Industry

Justine Bateman Launches No-AI Streaming Portal for Credo 23 Festival Films

Filmmaker and AI-rights advocate Justine Bateman has launched a streaming portal for her no-AI certification organization Credo 23, making films from its annual festival available online via RoomC23.com through July 10. A $40 “key” grants unlimited access to a curated catalog of shorts and features—all certified free of artificial intelligence—including Bateman’s own directorial work and the Lukas Haas-starring Crystal Gross. Bateman frames the initiative as an attempt to create “a tunnel through the current distraction of volume content.” The platform signals growing commercial ambition behind the AI-free filmmaking movement at a moment when studios face increasing pressure to define their AI policies.