How the power of the Minions and Gen Z propelled the ‘Despicable Me’ franchise

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I can’t help but be thrilled about the unexpected cultural phenomenon that is the “Gentleminions” and the enduring appeal of the Despicable Me franchise. As someone who grew up watching the first Despicable Me movie in 2010, it’s amazing to see how these mischievous little creatures have evolved into a generational touchstone for audiences, including Gen Z.

A large number of young men dressed in suits made an impressive and, for some, intimidating scene as they flocked to cinemas to watch “Minions: The Rise of Gru” in 2022.

Despite the skepticism, the Minions’ social media presence, #Gentleminions, proved that these beloved yellow characters could resonate with Gen Z. Originally popular among moms on Facebook, the Minions managed to maintain their appeal from childhood into adulthood.

Organic marketing at its best is what studios and theater owners long for, and Universal Pictures and Illumination Entertainment are banking on this widespread appeal to boost the release of “Despicable Me 4.” Opening in theaters this Wednesday, the latest installment in the franchise is expected to draw audiences of all ages.

As a film enthusiast, I’m thrilled to report that the early projections are looking promising. Based on current trends, this upcoming movie is expected to rake in over $100 million in box office sales for the U.S. and Canada during the five-day Fourth of July extended weekend.

As a film enthusiast, I’m thrilled to share that the latest “Minions” movie smashed Fourth of July domestic box office records and raked in an impressive $940 million worldwide. With families eagerly anticipating another cinematic adventure following the recent success of Pixar’s “Inside Out 2,” which has already grossed over $1 billion in global ticket sales, it’s no wonder that we’re all geared up for a memorable theater experience!

Francisco Schlotterbeck, CEO of Maya Cinemas, expressed that he has been in the business for around 25 to 28 years and hasn’t encountered anything that elicited such a remarkable response from audiences. He went on to mention that the only thing comparable to this phenomenon was “Toy Story.”

Theaters have been hopeful for some positive developments. In the first part of the year, exhibitors were hit hard by a lack of major box office successes. This shortage was partly caused by Hollywood’s prolonged summer of strikes in 2023, which postponed several high-profile films. Recently, however, there have been a few successful releases such as “Bad Boys: Ride or Die,” “Inside Out 2,” and “A Quiet Place: Day One.” Despite these successes, domestic box office earnings are still 19% lower than last year based on Comscore’s data.

The anticipated release of “Despicable Me 4” is showing strong signs of continued success. Pre-sale ticket figures at Maya Cinemas are on the rise, with Schlotterbeck projecting sales that are approximately three times greater than usual for the week. Movies that appeal to families, such as the “Despicable Me” series, have a notable fan base among Latino audiences, a demographic that Maya Cinemas caters to.

Following a challenging initial half of the year with fewer movies to offer, he anticipates improved sales in the upcoming months. This is primarily due to the release of family-friendly films like “Moana 2,” “Sonic the Hedgehog 3,” and “Wicked.”

“Schlotterbeck commented, ‘The esteemed family brand names will be beneficial. Having renowned franchises is quite significant for our business with its six locations in California and one in Las Vegas.’ “

As a dedicated movie enthusiast and parent, I’m thrilled to share that this weekend is set to be an exciting time for Minions fans, especially those with young children. I’ve been following the news, and it seems that Cinépolis Luxury Cinemas USA is going above and beyond to make the experience even more special.

“He commented that the earlier ‘Minions’ film was excellent in terms of reception. The audience’s enthusiasm was evident with many dressing up for the movie outing, turning it into a special occasion. We anticipate a similar level of excitement for this new release.”

As a huge fan of the Minions, I’d say their charm transcends generations due to their adorable looks and comical behaviors. Yet, there’s more to it than that. According to Carrie Wilson-Brown, an instructor at the University of Illinois’ College of Media, they serve as a mirror reflecting our own desires and imaginations. Just like Hello Kitty promoting motor oil and diamonds or wearing various baseball caps, the Minions have turned into a blank canvas where we can project our personal fantasies.

These days, you can find minions on various types of merchandise. There’s Minion Chia pets, Minion coffee mugs, Minion sandwich makers, and Minion toasters. For those living in Los Angeles, there’s an oversized Minion figure situated atop a Universal Studios parking garage, keeping watch over the 101 Freeway – leading to humorous memes of its own.

Wilson-Brown remarked, “From this, one could draw any conclusion. These elements aren’t limited to being passed down through generations; instead, they can spread across borders as they aren’t tied to a specific language.”

The Minions became popular subjects in Facebook mom memes, where they were often featured alongside humorous and unrelated phrases like “I didn’t slip, the ground was asking for a friend” or “I’ve been avoiding workouts. I’m enrolled in the conceal-don’t-feel program.”

Instead of “But the #Gentleminions craze was a turning point, when Gen Z consumers tried to reclaim the Minions of their childhood, according to Wilson-Brown,” you could also say:

She explained, “Your recognition really grows when you become part of meme trends. For instance, just like how Despicable Me and the Minions have unexpectedly moved beyond their movie roles and entered the online world.”

Companies must find a balance when attempting to attract Gen Z consumers, who possess significant spending power on trendy merchandise. Overdoing attempts to connect may come off as insincere, while under-delivering could give the impression that the product isn’t intended for them at all.

As a film enthusiast, I’ve noticed that film companies and traditional media outlets are struggling to keep up with the creative output of Gen Z. We’re constantly producing new content in unique cultural contexts, leaving the older industries playing catch-up.

Will the #Gentleminions return for a second ride?

Wilson-Brown expressed doubts, “It would be a challenge for me to accept they’ll repeat the same thing in this production. The previous one was so authentic and spontaneous that it’s difficult to anticipate their new approach to enhancing the cultural aspect of this film.”

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2024-07-18 21:54