Practical Magic 2 taps into the power of nostalgia.

Nearly 30 years after the original became a cult classic, Practical Magic 2 returns to the big screen as one of the year's most anticipated female-led releases. Blending cherished characters, iconic stars and a story audiences have loved for decades, the sequel taps into one of cinema's most powerful audience drivers: nostalgia.

Set to resonate strongly among female audiences aged 25–54, Practical Magic 2 arrives at a time when audiences are embracing the return of beloved franchises. Following the excitement surrounding titles like The Devil Wears Prada 2 and Toy Story 5, Practical Magic 2 is well positioned to reconnect with fans of the original while introducing its enduring narrative to a new generation.

Nicole Kidman reunites with Sandra Bullock in what will be Bullock's first theatrical release since 2022's The Lost City. Joey King and Maisie Williams also join the cast as the next generation of the Owens family, as a long-buried family curse resurfaces and forces the women to confront their magical legacy.

For brands across the beauty, lifestyle, luxury and retail categories, Practical Magic 2 presents one of the year's strongest opportunities to connect with affluent women, with the film poised to over-index among NEO audiences (232ix).

Practical Magic 2 releases in cinemas September 10.