This is a 2006 Comedy/Drama film directed by David Frankel.
It boasts of a stacked cast, filled with starring names like Anne Hathaway and Stanley Tucci.
The name, however, is what got a lot of attention. The funny part was, that company X, a brand "featured" in the name of the film, did not have to give copyright features to the film as they were using it as a fictional element, plus, trademark infringement was out of the question for company X for the film actually increased the number of X buyers, despite its unreasonable price.
Brands like X are economically termed as "Veblen Goods", where, by defying general laws of economics, the demand rises as the price rises, as the target audience is just a specific group of elite members of society.
Veblen Goods are also known to possess immeasurably high brand values, so it was really shocking to the community when X did not file for trademark infringement (or at least tried to file or criticise)
In the movie, a popular lore goes that Anne Hathaway indeed went from a size 6 to a size 4 just for the movie so that she could fit in to the plot's requirements.
Which movie? Which S.p.A from Italy is X?
the devil wears prada
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