Samsung Ties Galaxy S26 Ultra to Devil Wears Prada 2 Premiere
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- Samsung released a custom Galaxy S26 Ultra TV spot tied to "The Devil Wears Prada 2," featuring Helen J. Shen's character Jin Chao using the AI-powered "Circle to Search" feature to fulfill Miranda Priestly's outfit request.
- The Galaxy S26 Ultra includes "Now Nudge" (screen-aware action suggestions) and "Now Brief" (curated information), starts at $1,299.99, and is available in six colorways at Samsung.com.
- Samsung deployed the first-ever Galaxy Runway Cam at the film's NYC premiere at Lincoln Center, powered by the S26 Ultra, capturing Lucy Liu, B.J. Novak, Heidi Klum, and others on the carpet.
- Google mounted a competing AI activation at the same premiere with an AI wardrobe that projected chosen outfits onto an AI-generated mirror, while Coca-Cola ran a "Canny Pack" stand, L'Oreal a hair touch-up booth, and Grey Goose served as official alcohol partner.
- Lylle Breier, EVP at Walt Disney Studios, said the collaboration extends the franchise's storytelling "beyond the screen and into the cultural moments that define fashion today."
- "The Devil Wears Prada 2" opens in theaters May 1, and the article notes the phone also plays a role in the film's plot as Chao uses it to gather intel Andy later leverages to save the day.
Why it matters: Samsung's $1,299.99 flagship gets a high-culture runway just before the May 1 film release, but the story's real takeaway is competitive: Google brought its own AI wardrobe to the same Lincoln Center carpet, turning a supposed Samsung-sponsored premiere into an AI-brand face-off for fashion-adjacent cultural mindshare.
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