Samsung and 20th Century Studios Launch Global Campaign for The Devil Wears Prada 2
Samsung has announced a major global collaboration with 20th Century Studios to promote the upcoming film The Devil Wears Prada 2. This strategic partnership involves a custom promotional video featuring actor Helen Shen, who portrays the character Jin, utilizing the Galaxy S26 Ultra's innovative "Circle to Search with Google" feature to handle a last-minute, high-pressure task. The campaign is designed to highlight how Samsung's latest smartphone can assist users in time-sensitive scenarios, mirroring the fast-paced world depicted in the film.
Galaxy S26 Ultra Steals the Spotlight at Film Premiere
As part of this global team-up, the Galaxy S26 Ultra made a significant appearance at the red carpet event for The Devil Wears Prada 2 World Premiere. In an activation that would impress even the demanding Miranda Priestly, the device was used to capture stunning professional-grade footage of attendees' looks. This marked the debut of the first-ever Runway Cam #withGalaxy, delivering cinematic and social media-ready content that showcased the smartphone's advanced camera capabilities.
Celebrities such as Heidi Klum, Paige DeSorbo, Hannah Berner, Helen Shen, and Winnie Harlow participated in photo and video sessions using the Galaxy S26 Ultra, emphasizing its role in high-profile events and its appeal to fashion-forward users.
Focus on AI-Powered Features and User Experience
Samsung has placed a strong emphasis on the "Circle to Search with Google" feature as a centerpiece of this campaign. This AI-driven tool allows users to quickly search for information by simply circling content on their screen, aiming to simplify tasks during urgent situations. The feature is part of Samsung's broader effort to integrate artificial intelligence into its devices, enhancing productivity and convenience for consumers.
Influencer Haley Kalil, who attended the event, demonstrated the Galaxy S26 Ultra's features on social media, sharing how the device helped her prepare for the premiere using its built-in tools. Her involvement underscores the campaign's target audience of tech-savvy and style-conscious individuals.
Campaign Aligned with Film Release and Broader Marketing Strategy
The collaboration includes a series of promotional videos set within the universe of The Devil Wears Prada 2, illustrating how smartphone features can support users in various real-life scenarios. Samsung stated that this campaign is a key component of its larger initiative to highlight the AI capabilities embedded in its latest devices, positioning the Galaxy S26 Ultra as a must-have tool for modern professionals and entertainment enthusiasts alike.
The Devil Wears Prada 2 is scheduled for release in theaters on May 1, with Samsung's promotional efforts expected to ramp up as the date approaches, leveraging the film's popularity to drive smartphone sales and brand engagement.
