Just more than a week after its theatrical release, Minions: The Rise of Gru quickly became a blockbuster hit, thanks to TikTok. Directed by Kyle Balda, Minions: The Rise of Gru serves as the sequel to the 2015 spin-off film Minions. While animated movies typically take years to produce, the release of Rise of Gru was pushed back by two years due to the COVID-19 pandemic and the consequent temporary closure of its animation studio, Illumination. Regardless, the seven-year wait for Minions: The Rise of Gru proved to be worth it, as the film broke box office records.
The film’s reviews have been generally positive, with most of them praising its trademark humor and entertainment value for children. The soundtrack for Minions: The Rise of Gru, which is a compilation of contemporary artists doing their rendition of ’70s hits and produced by Grammy Award-winner Jack Antonoff, also gained recognition from its viewers. However, some critics point out the quite simplistic plot of Rise of Gru compared to its predecessor. Still, this feedback certainly did not affect the commercial performance of the Despicable Me entry.
Almost immediately after its premiere, Minions: The Rise of Gru has been the subject of several trends on the short-form video sharing service TikTok. This immense popularity on social media instantly translated into record-breaking box-office numbers, further proving that digital marketing in the entertainment industry could definitely make or break films. Here is an explanation of how the Super Bowl record-breaking Minions: The Rise of Gru harnessed the expansive influence of Tiktok to its advantage.
What Is The Minion Cult?
Tiktok has been the home of wildly popular trends, challenges, and viral content in the last few years; as such, it continues to gain and retain millions of users. A trend that consistently appears in the app involves its members joining a “cult,” but while the word “cult” induces feelings of fear or negativity, TikTok cults are basically harmless. They only require their members to have the same profile pictures and display names, which are often related to a specific meme or fanbase. Previous TikTok cults include the Hamster Cult and Lana Cult, which obliged their members to change their profile pictures into the Staring Hamster meme and the smiling selfie of American singer Lana del Rey with a burning car in the background, respectively.
The popularity of these adorable yellow creatures that originated from the Despicable Me movies has given birth to another cult on the online platform, the Minion Cult. TikTok users intending to participate in this trend must change their profile pictures to the same image of a Minion-dressed person holding the sun, which can easily be obtained by screenshotting a video that features the photo in full. They must also include something Minion-related in their display names, follow fellow cult members, and flood the comment sections of relevant clips with the banana emoji, symbolizing the Minions’ favorite snack. This movement resulted in TikTok users reporting an impressive follower gain and interaction overnight, encouraging more people to hop in on the trend.
How Yeat’s “Rich Minion” Song Started The TikTok Minions Craze
The TikTok craze surrounding the second Minions, which defeated Lightyear at the box office, can be traced back to Yeat’s “Rich Minion” song. The three-minute catchy collaboration, which plays in the background of viral clips and even in actual theaters, does not only feature the vocals of the 22-year-old American rapper. It also includes actual Minions singing nonsensical yet hilarious words, such as “La bastichi, la papaya, du la potato.” The song also sees Yeat call the Minions his children before he brags about counting the millions he received from the song. Because of these, although it is not actually a part of the Minions: The Rise of Gru official soundtrack, “Rich Minion” rapidly became an Internet phenomenon.
Illumination first approached Lyrical Lemonade founder Cole Bennett to create a song appropriate for the Minions trailer. Thanks to Bennett’s professional relationship with Yeat, a collaboration was created. Yeat, who gained steady popularity on TikTok for his songs including ”Gët Busy,” has already established a solid following. This, combined with the presence of online favorite Minions, is surely a recipe for virality.
The GentleMinions Trend Explained: Why People Wear Suits To See Rise Of Gru
On June 28, 2022, Australian teenager Bill Hirst posted a TikTok video of him and his friends wearing suits to a Minions: The Rise of Gru screening. The clip, which featured Yeat’s “Rich Minion” in the background, showed young men dressed in formal wear lining up in the theater, watching the film with their fingers steepled, and loudly cheering to the Illumination logo. Hirst said the idea came from the suggestion of fellow TikTokers, but their nostalgia over the Despicable Me franchise pushed them to do it. Their choice of clothing was also in reference to Gru’s signature dark suit seen throughout the films. Over the 4th of July weekend, the Tiktok video went viral, and as of writing, it already amassed more than 35 million views and almost 9 million likes.
The trend then inspired teenagers — so-called GentleMinions — to do the same. Unfortunately, some theaters have reported disruptive behaviors from these GentleMinions, with some moshing in front of the screen and others sneaking in hundreds of pounds of bananas and throwing them inside the cinema. What started out as a harmless joke that capitalized on the ridiculousness of seeing an animated film in smart attire became upsetting to some viewers unaware of the recent craze.
How Much Is Minions: The Rise Of Gru’s Success Thanks To Social Media?
Thanks to the ubiquitous influence of social media, Minions: The Rise of Gru has secured box-office success. In just a week, the movie has already grossed $258.3 million worldwide, becoming the highest-grossing animated film of 2022 so far. With a total of $123.1 million on its four-day opening weekend, Rise of Gru exceeded its box-office projections and even broke the Independence Day weekend record, surpassing 2011’s Transformers: Dark of the Moon. In international markets, especially in Argentina, Saudi Arabia, Israel, and Venezuela, the movie had the biggest opening weekend for an animated film in history. While this record-breaking commercial success of Minions: The Rise of Gru can largely be attributed to the circulating TikTok trends, it is also due to Minions’ consistently active social media team and the genius collaborations the studio made with popular brands and influencers.
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