LOS ANGELES, July 27 (UPI) -- A novel promotion campaign for the film "The Devil Wears Prada," has produced the highest-grossing film ever for Fox 2000, it was reported in Hollywood.
The studio -- a division of 20th Century Fox -- used an innovative trailer, an edgy teaser poster for the film, and several key TV spots to promote the film, The Hollywood Reporter said.
As of Wednesday, "Prada" has grossed more than $100 million during its four weeks in release, and had not seen a week-to-week drop of more than 45 percent during that time. It is on course to surpass the Fox 2000 box-office record of $120 million, set by the 2005 film "Walk the Line."
The Hollywood Reporter said the trailer was unique, in that it was made entirely of footage from the first five minutes of the film -- which was apparently able to draw viewers in while keeping them in the dark about the rest of the film.
The David Frankel-directed drama, which stars Meryl Streep and Anne Hathaway, was adapted on a $35 million budget from a Lauren Weisberger novel. Its success during a season that is typically dominated by big-budget blockbusters has delighted studio execs, the newspaper said.
"This is what I hoped for in my wildest fantasy," Fox 2000 President Elizabeth Gabler said.
