Fashion, film, and a touch of indulgence came together for a memorable evening as Glamour hosted an exclusive VIP Movie Night celebrating The Devil Wears Prada. Set within a premium, content-rich environment, the event brought together a dynamic mix of media, influencers, and brand partners, all contributing to a night that felt both immersive and thoughtfully curated.
At the heart of the experience was a strong focus on partnership, with brands seamlessly woven into the fabric of the evening. Among them was POPZ, whose presence added a playful yet elevated take on a classic cinema staple. Rather than simply showing up, the brand leaned into the moment, becoming part of the overall guest experience.
We caught up with POPZ to learn more about their collaboration with GLAMOUR, their approach to experiential marketing, and how they continue to connect with audiences in culturally relevant ways.
Q&A with POPZ Popcorn
GLAMOUR: How does this collaboration align with your brand’s identity or audience?
POPZ: This collaboration makes strong sense for POPZ because it sits at the intersection of entertainment, culture, and elevated everyday moments — exactly where the brand is positioned.
POPZ is about more than just a snack; it’s about transforming ordinary moments into something worth experiencing. A movie premiere like The Devil Wears Prada is inherently a cultural moment stylish, iconic, and deeply rooted in fashion and entertainment. Partnering with GLAMOUR places POPZ within a premium, trend-led environment that reflects how modern audiences engage with both content and experiences.
GLAMOUR: What inspired your activation on the night?
POPZ: Rather than a traditional static setup, POPZ shows up in motion — with promoters moving through the space and bringing the product directly to guests.
The intention is to create an experience that feels effortless and naturally integrated into the flow of the evening, rather than something guests need to actively seek out. From arrivals and social moments to the anticipation before the screening, POPZ becomes part of the in-between moments that define the overall experience.
By embedding itself in these real-time interactions, the brand becomes something guests don’t just see, but genuinely engage with creating moments that are both enjoyable and shareable.
GLAMOUR: Why are moments like this important for connecting with your audience in real life?
POPZ: Experiential moments like these allow the brand to move beyond the digital feed and into real, lived experiences — where the strongest emotional connections are formed.
In real life, consumers don’t just encounter products; they experience them in context — with friends, during events, and in moments that feel memorable. A movie premiere offers exactly that: a social, high-energy, and culturally relevant environment.
There is also a natural ripple effect. Events like this generate organic content, word-of-mouth, and social sharing, extending the brand’s reach far beyond the room itself. Guests don’t just attend — they capture, post, and engage, bringing others into the experience.
Ultimately, these moments reinforce POPZ as a brand that understands its audience’s lifestyle and seeks to be part of it in a meaningful and authentic way.
