An 18% Rise in Tourists Driven by a Single Film
Foreign visits to tourist attractions in central Milan have risen 18% over the past four months. The change coincides with the release of the film 'The Devil Wears Prada 2.'
A research body under the Milan Monza Brianza Lodi Chamber of Commerce analyzed landmarks used as film locations from May 1 to July 26 and found that foreign visits increased across all surveyed areas. The largest rise was in the Cairoli and Palazzo Clerici area, at 28%, followed by the Galleria Vittorio Emanuele II and Duomo area at 17%.
During this period, EU nationals accounted for 52.3% of foreign tourists, while non-EU nationals accounted for 47.7%. By country, the United States represented the largest share at 13% to 20%, followed by France at 11.6% to 13.8% and the United Kingdom at 8.5% to 10.6%. The research body said the increase reflects structural growth in international tourism in central Milan and forecast that foreign visitors this summer will reach around 1.5 million. The case is being cited as evidence that a single film can influence the actual flow of tourism in a city.
Source · FashionUnited, "'The Devil Wears Prada 2' effect: 18 percent rise in foreign tourism at Milan film locations"
The Red Carpet Has Become a Stage for Film Marketing
Tom Holland wore a spider-shaped brooch on the knot of his tie at a premiere. It was a sign that every element of a lead actor's premiere wardrobe is becoming an extension of film marketing.
Zendaya and stylist Law Roach continued the spiderweb motif at each premiere of the film 'Spider-Man: Brand New Day.' At the Los Angeles premiere, she wore a dress with sculptural embellishments modeled after spider legs; three days later at the London premiere, she added a diamond spider brooch to a couture gown patterned with spiderwebs in metallic thread. This approach of carrying a single world view from city to city has become a new strategy in film promotion.
By contrast, stylist Micaela Erlanger believes that the moment an outfit looks like a costume, it loses persuasiveness. Her preferred approach is restrained styling that subtly suggests a character through color and silhouette alone. For Lupita Nyong'o, who plays Helen in the film 'The Odyssey,' she chose a silver gown with sculptural cutouts along the side instead of a Greek-style chiffon dress, conveying the character's presence without an overt reenactment.
Source · Glossy, "As Zendaya spins another 'Spider-Man' fashion story, has method dressing gone too far?"
Location Snap. One Google Street View Image Can Replace Location Scouting
RealSnap's Location Snap is a feature that creates outfit shots using real locations selected from Google Street View as the background. It is mainly used by brand marketers or lookbook designers who need the feel of an overseas location shoot.
Because users can select city streets and landmarks as background candidates without going through location booking, coordination with local crews, or business travel schedules including flights and accommodation, the wait time from planning meeting to seeing actual outputs is shortened. It is especially useful for small brands or solo sellers that need a different city mood each season but cannot easily secure an overseas travel budget every time.
