The Butter Birkin Popcorn Bucket from Devil Wears Prada 2 Ignites Resale Frenzy
In an unexpected twist that mirrors the high-stakes fashion world depicted in the film, a plastic popcorn bucket shaped like a structured tote bag from the upcoming sequel The Devil Wears Prada 2 has become a highly sought-after accessory, commanding resale prices as high as £130 despite not yet being officially available in the United Kingdom. This phenomenon underscores a growing trend where cinematic memorabilia transcends traditional collectibles to become coveted fashion statements.
From Cinema Concessions to Coveted Collectible
Dubbed the "Butter Birkin" by fans—a playful nod to the iconic Hermès Birkin bag that starts at £7,000—this red plastic bucket is part of a special ticket deal offered by cinema chains like Odeon in the UK. Priced at an expected £20 retail, it comes filled with popcorn, but its allure extends far beyond a simple snack container. The bag's design, reminiscent of high-end handbags, taps into the film's fashion-centric narrative, where characters flaunt designer pieces from Chanel and Valentino in the trailer.
Professor Finola Kerrigan, a marketing expert at the University of Birmingham, explains this surge in demand: "Nowadays, there is a real distinction between physical objects and digital consumption. Film is an experience, so unless you have something physical to show, it can be hard to demonstrate your fandom. These types of popcorn buckets allow the buyer to show they belong to a certain group." She adds that the brandless red bag offers fans a tongue-in-cheek way to express fashion focus without the Prada price tag, serving as an insider nod to the movie's themes.
Resale Market Explodes Ahead of UK Launch
Even before its official UK release, the Butter Birkin has appeared on resale platforms like eBay, with listings starting at £130—over six times its anticipated retail cost. This pre-launch frenzy highlights how film merchandise is evolving into a lucrative secondary market. In the United States, where the bag debuted in March at chains such as AMC, a £40 "Runway ready" package from Fandango, including the bucket, a ticket, and a limited edition Runway magazine mockup, sold out within a week.
The Butter Birkin joins a recent wave of commemorative popcorn buckets that have captivated audiences globally. Notable examples include:
- The Barbie pink corvette bucket in 2023
- The Dune sandworm-inspired bucket in 2024
- Ryan Gosling's Project Hail Mary astronaut helmet bucket in March
These items represent a shift in how fans engage with movies, moving beyond digital formats to tangible keepsakes that signify community and identity.
Broader Merchandise and Cultural Impact
Beyond the popcorn bucket, other cineplexes are offering complementary merchandise, such as keyrings with red heels—a reference to Miranda Priestly's Valentino Rockstud shoes—and sunglasses that nod to both Priestly and Anna Wintour, the Vogue editor who inspired Meryl Streep's character. This merchandising strategy amplifies the film's cultural footprint, blending cinema with fashion in a way that resonates with diverse audiences.
The success of the Butter Birkin and similar items reflects a larger trend in marketing, where limited-edition physical goods create buzz and foster fan loyalty. As Kerrigan notes, the lack of analogue formats like videotapes has popularized this new wave, attracting a wider demographic eager to showcase their affiliations through unique objects.
With The Devil Wears Prada 2 generating anticipation through trailers featuring stars like Meryl Streep and Anne Hathaway, the Butter Birkin popcorn bucket has emerged as an unexpected symbol of fandom and fashion. Its journey from a £20 cinema accessory to a £130 resale item underscores the powerful intersection of pop culture, consumer behavior, and collectible culture in today's digital age.
