The highly anticipated sequel “The Devil Wears Prada 2” is generating significant tourism activity in Milan. Following the film’s May theatrical release, which featured extensive shooting in the Italian fashion capital, visitor numbers to locations prominently featured in the movie have surged substantially. Data compiled by the Cities Analytics platform reveals an 18% increase in international foot traffic at key filming sites across the city during the summer quarter.
According to research conducted by Confcommercio Milano, the local small businesses association, approximately 1.5 million international tourists are expected to visit central Milan during the summer months, with over 451,000 anticipated in August alone. The organization estimates a monthly average increase of 28,500 foreign visitors since the film’s release. American visitors comprise the largest share of tourists drawn by the movie, followed by guests from France and Britain.
Specific locations featured in the film have experienced varying degrees of increased foot traffic. The Largo Cairoli square and Palazzo Clerici area within Milan’s luxury shopping district saw the largest boost at 24%, while the Galleria Vittorio Emanuele-Duomo complex recorded a 17% rise. The Brera Academy experienced a 14% increase, and the celebrated Via Montenapoleone shopping street saw a 13% jump in visitors.
The film’s commercial success has extended beyond tourism metrics. “The Devil Wears Prada 2” achieved $691.4 million in global box office revenue and garnered 15.2 million streaming views on Disney+ and Hulu within its first five days of availability on those platforms.
Originally reported by Variety →
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