A newly released trailer for the eagerly awaited sequel to The Devil Wears Prada showcases the cast strolling through New York City, showcasing a variety of luxury handbags, including clutches and satchels from renowned brands like Chanel and Valentino.
However, among the film’s enthusiasts, there is a rising trend for a distinct accessory: a popcorn bucket designed to mimic a structured tote bag, which is swiftly gaining popularity.
Cinema chains, such as Odeon in the UK, plan to offer this red plastic bucket filled with popcorn as part of a special ticket promotion.
This item, affectionately dubbed the Butter Birkin—drawing a parallel to the coveted Hermès Birkin bag, known for its high status and steep price tag starting at £7,000—is anticipated to retail for approximately £20 in theaters.
Although it hasn’t officially launched in the UK yet, the bucket is already making waves on resale platforms, with one eBay listing starting at £130.
This bucket joins a recent trend of collectible popcorn containers that have caught the attention of moviegoers. In 2023, Barbie introduced a bucket styled after a pink corvette, while Dune featured one inspired by a sandworm the following year. Additionally, in March, Ryan Gosling’s Project Hail Mary released a bucket resembling an astronaut’s helmet.
While film memorabilia is not a novel concept, Finola Kerrigan, a marketing professor at the University of Birmingham, indicates that the decline of physical formats like videotapes and DVDs is paving the way for a new trend that attracts a broader audience.
“Today, there’s a clear difference between tangible items and digital media consumption,” she explains. “Film is an experience, and without a physical object, it can be challenging to express one’s fandom. These popcorn buckets provide a means for fans to signify their belonging to a particular community.”
The bag made its debut in the US in March at various chains, including AMC, with a £40 “Runway ready” package available through Fandango, which included the bucket, a ticket, and a limited edition Runway magazine—a fictional publication overseen by Miranda Priestly (played by Meryl Streep) in the film. This package sold out within a week of its release.
Kerrigan notes that the unbranded red popcorn bucket offers fans who may not be able to afford high-end fashion a playful way to display their style consciousness, describing it as “an insider nod.”
Other theaters are also providing merchandise such as keychains featuring red high heels, a tribute to Priestly’s Valentino Rockstud shoes, along with sunglasses that reference both Priestly and Anna Wintour, who is said to have inspired Streep’s formidable character. This week, the pair graced the cover of Vogue, both adorned in Prada.
