Film Overview- Continiued

Section B

"The Devil Wears Parada"

Decsions
Advertising decisions made by 20th Century fox was integral to the films promotion and success. Individual decisions made about the symbolisms made in the film secured the identity of this film, the devils pitchfork on the red high heell was a great eye catching image which was instantly associated with the film and is iconic to this particular film, many comments were made about this decision and was very popular with audiences in and outside the US as the plot could relate to many peoples struggles with there career. However some criticised the decision and suggested it portrayed a negative work ethic and encouraged employees to see there bosses as the devil in the world of work. The idea of the devils pitchfork on the heel was hugely successful and became a brand and was the medium which related to all products relating to the film.

Another decision made by 20th Century fox although accidental turned out very effective, this was the decision to uses snippets of clips from the film as a trailer for film festivals as they had not had a chance to create a trailer. However this was overwhelmingly popular and was ground breaking as this was rarely done previously, audiences felt that they could relate to the film through the trailer yet it did not give anything away meaning that audiences were enticed into watching the film. The trailer was so successful that fox decided to use what was meant to be a preliminary trailer. These two decisions although very small allowed the film to be greatly received in many parts of the globe and consequently winning many awards from an outstanding cast of the likes of Meryl Streep and Anne Hathaway

Products:
As the film is produced by 20th Century fox it is not hard to assume that they directors has large budget to play around with, this has alowed them to use major companies in the film which has proved as a source of advertising. Due to the film promtoing luxry and style, large companies such as Apple and Starbucks have been used in thisn film

Aside from the clothing and accessories, some other well-known brands are conspicuous in the film.

• Apple computers are used in the Runway offices, consistent with many real publishing companies.
• Bottles of Italian San Pellegrino mineral water are seen in the Runway offices.
• Miranda drinks coffee from a nearby Starbucks.
• The two are frequently driven around in Lincoln Town Cars and Mercedes-Benz S-Class S550

Location

New York

·         The News Corporation building on Sixth Avenue was used for the exteriors and lobby of Elias-Clark's headquarters.

·         The Runway offices are partially corridors in the neighboring Fox building and partially sets.

·         The Elias-Clark cafeteria is the one at the Reuters office in Manhattan.

·         The restaurant Nate works at (and where Andrea, Doug and Lily eat dinner on occasion) is in TriBeCa.

·         The Smith and Wollensky and its kitchen were used.

·         The Calvin Klein showroom is used in the deleted scenes.

·         Holt's studio is a loft used by an actual designer.

·         The American Museum of Natural History was used for the exterior of the museum benefit, while the lobby of one of the Foley Square courthouses is used for the interior.^[

·         The Priestly townhouse is on the Upper East Side and belongs to a friend of Finerman's. It had to be dressed on short notice after another one could not be used

·         The Amtrak train the twins are taking is going up the Hudson River at Haverstraw Bay.

·         Streep exits her limousine, supposedly in Paris, at 77th Street and Central Park West.

·         The New York Mirror newsroom where Andrea gets hired at the end of the film is that of the New York Sun.^[5]

Paris

The crew was in Paris for only two days, and used only exteriors. Streep did not make the trip

·         The fountain Andy throws her phone into is on the Place de la Concorde.

·         All the hotel interiors are actually the St. Regis in Manhattan. The fashion shows were filmed on a soundstage in Queens. Likewise, Christian's hotel is the Times Square W Hotel