• by Wayne Friedman , 9 hours ago

Walt Disney/20th Century Studios’ “The Devil Wears Prada 2” was a fashionable hit for the unofficial start of the summer movie theater season --  dominating the box office with $77 million in domestic box-office revenue and $233.6 million globally for the first weekend in May, according to Comscore.

Analysts say the mostly female-focused original film -- which debuted in 2006 to around $27.5 million -- has broadened to a wide-ranging appeal of audience groups with this sequel-- those 25-54, Gen Zers and millennials theatergoers.

The second week of Lionsgate’s “Michael," a biographical film about singer/performer Michael Jackson, pulled in another $54.0 million to total $183.78 million in domestic revenue to date.

"The Devil Wears Prada 2" spent a modest $14.3 million on national TV advertising -- from 3,401 airings, pulling 833.0 million impressions.

Strong viewership for "Prada 2" came from NBC’s “Primetime in Milan: The Olympics” and ABC’s “Good Morning America,” “Jimmy Kimmel Live” and “America Idol”.

In terms of “attention” scores, the biggest results came from the CBS’ “68th Annual Grammy Awards,” ABC’s “The Oscars,” and “Good Morning America” -- at a range of around 115 to a 120 attention index.

That means advertising on those shows performing 15% to 20% better than expected. The film also got big results from ABC’s “The View,” with an index of roughly 145.