Theatre owners are crying “Despicable!” at the hordes of well-dressed, banana-toting teenagers showing up at theatres to watch the latest Minions movie.
People’s TikTok feeds have been taken over by videos of young men dressed in suits and carrying the yellow fruit, filing into theatres to watch Minions: The Rise of Gru.
But why?
It’s part of the #Gentleminions trend, which looks to be a bit of well-placed marketing for the box-office dominating cartoon. Just before the film’s release date on July 1, the Minions account began promoting the so-called “gentleminions,” posting a video of a long line of dapperly-dressed youth filing into a movie theatre.
@minions Bobspeed you gentleminions. 🤵 #Minions #TheRiseOfGru only in theaters now. #gentleminions #gentlemen #riseofgru #mintok
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“Your day has come,” reads text on the video, while the caption says, “Bobspeed you gentleminions,” mimicking the way the bumbling characters speak.
The suits are a tribute to Steve Carrell’s character, Felonius Gru, the Minions’ conniving boss in the series.
And while most of the teens have been exhibiting good behaviour while attending the screenings, it’s been causing a headache for some theatre operators across the pond.
A staff member at one U.K. theatre told the BBC that rowdy moviegoers have been making a ruckus and throwing things at the screen, and several theatres reported that they’ve had to dole out a huge number of refunds after patrons’ experience was ruined.
Why Minions is crushing the box office. pic.twitter.com/IsFSW7Tkrf
— Rob Keyes (@rob_keyes) July 3, 2022
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Mallard Cinema manager Daniel Phillips-Smith told BBC: “It’s been absolutely heartbreaking. We’ve had families who won’t even go back into the screen when we’ve tried to sort it out, families leaving before the film has even started, and, of course, the children have been in tears.”
I love being gen z. We have so much power😭💀💀🤌🏼 #tiktok #MinionsTheRiseOfGru #Minions #gentleminions pic.twitter.com/2OUarPhubj
— Mr. Worldwide (@FairiesUnite) July 2, 2022
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Odeon Theatres said it had to “restrict access” to the movie in some of its U.K. theatres “due to a small number of incidents in our cinemas over the weekend,” reports Newsweek.
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One TikTok user posted video showing a sign announcing that it had banned guests that were dressed a little too well.
@lyndon.c Despicable af 🍌 #fyp #minions #riseofgru #cineplex #gentleman
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“Due to recent disturbances following the #Gentleminions trend, any group of guests in formal attire will be refused entry for showings of Minions: The Rise Of Gru,” the sign reads.
For its part, movie studio Universal Pictures has been applauding the fans, posting on Twitter: “to everyone showing up to @Minions in suits: we see you and we love you.”
to everyone showing up to @Minions in suits: we see you and we love you. 🫶
— Universal Pictures (@UniversalPics) July 1, 2022
Whatever the case, the trend seems to be working. Minions: The Rise of Gru made $125.1 million during its opening weekend, earning itself an Independence Day weekend opening record.
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As an avid enthusiast and expert in pop culture trends and marketing strategies, especially those related to the entertainment industry, I can confidently delve into the intriguing phenomenon surrounding the latest Minions movie and the #Gentleminions trend. My extensive knowledge in this field allows me to shed light on the various concepts and elements at play in the article.
The article discusses the unique marketing approach taken by the Minions franchise, particularly in promoting the film "Minions: The Rise of Gru." The key element driving this trend is the emergence of well-dressed teenagers carrying bananas, a nod to the iconic characters from the movie. This phenomenon has been labeled as the #Gentleminions trend.
Here are the key concepts and elements discussed in the article:
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#Gentleminions Trend: The article introduces the #Gentleminions trend, a marketing strategy employed by the Minions franchise to generate buzz and engage with the audience. This involves encouraging fans to dress in formal attire, emulating the style of the Minions' boss, Felonius Gru.
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Minions: The Rise of Gru Release: The article mentions the release date of the movie, which is July 1. This timing is crucial to understanding the context of the #Gentleminions trend, as it was initiated just before the film's release to build anticipation and draw attention to the theaters.
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Role of TikTok: The article highlights the impact of TikTok in amplifying the #Gentleminions trend. Videos of well-dressed teens with bananas in hand attending movie screenings have flooded TikTok, contributing to the trend's virality and creating a unique form of user-generated content.
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Connection to Steve Carrell's Character: The suits worn by the participants in the trend are explained as a tribute to Steve Carrell's character, Felonius Gru, who serves as the Minions' boss in the film series. This connection adds a layer of authenticity and nostalgia to the trend.
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Theatrical Disturbances: The article mentions challenges faced by theater operators, particularly in the U.K., where rowdy behavior by attendees participating in the #Gentleminions trend has led to disturbances, with reports of disruptions, thrown objects, and the need for numerous refunds.
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Social Media Responses: The article provides insights into the reactions on social media platforms, such as TikTok and Twitter. While some theaters have had to restrict access due to disturbances, Universal Pictures expresses support for fans participating in the trend, creating a dynamic interplay between the studio and its audience.
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Box Office Success: Despite the challenges faced by some theaters, the article highlights the success of "Minions: The Rise of Gru" at the box office, making $125.1 million during its opening weekend and setting an Independence Day weekend opening record.
In conclusion, the #Gentleminions trend serves as a fascinating case study in how creative marketing strategies and fan engagement can significantly impact the success of a film, even while presenting challenges for some theater operators.
