In a recent trailer for the highly anticipated The Devil Wears Prada sequel, the cast are seen parading through the streets of New York City carrying an array of designer handbags, including clutches and satchels from Chanel and Valentino.
But among fans of the film there is a very different type of It bag in demand: a popcorn bucket shaped to resemble a structured tote bag is quickly becoming a coveted accessory.
Cinema chains, including the Odeon in the UK, are to sell the red plastic bag, which comes filled with popcorn as part of a special ticket deal.
Nicknamed the Butter Birkin – a reference to the Hermès Birkin, fashion’s high status and highest valued bag, where prices start at £7k – prices for the big screen version are expected to start from £20.
Despite not yet being officially available in the UK, the bag is already being touted on resale sites. One listing on eBay has a starting price of £130.
The bag joins a recent list of commemorative popcorn buckets that have captivated cinemagoers. In 2023, Barbie released one that resembled a pink corvette; the following year Dune unveiled a sandworm inspired bucket, while in March, Ryan Gosling’s Project Hail Mary launched one that mirrored an astronaut’s helmet.
While film memorabilia is not new, Finola Kerrigan, a professor of marketing at the University of Birmingham, says the lack of analogue videotapes and DVDs is popularising a new wave and attracting a wider audience.
“Nowadays, there is a real distinction between physical objects and digital consumption,” she says. “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.”
The bag went on sale in the US at chains, including AMC, in March. A £40 “Runway ready” offer from the US site Fandango that includes the bag alongside a ticket and limited edition Runway magazine – a mockup of the fictional magazine helmed by Miranda Priestly (Meryl Streep) in the film – sold out within a week of going live.
Kerrigan says the brandless red popcorn bag allows fans who can’t afford to wear Prada to a screening “a nice tongue-in-cheek way to show that they’re fashion focused,” describing it as “an insider nod”.
Other cineplexes are offering keyrings dangling with a pair of red heels, a nod to Priestly’s Valentino Rockstud shoes, alongside sunglasses, a reference to both Priestly and Anna Wintour, who is said to have inspired Streep’s stern character. This week, the duo appeared on the cover of Vogue, both wearing Prada.