![]() ![]() 'Rich Minion by Yeat, also known as "Yeat X Minions" or the "Minions X Lyrical Lemonade," is a collab and song performed by the rapper Yeat which will possibly be featured in Minions: The Rise of Gru. On June 6th, 2022, a third trailer was uploaded to YouTube by Illumination, earning roughly 9.4 million views and 41,000 likes in four weeks (shown below, right). On March 30th, 2022, Illumination studios released the first trailer for Minions: The Rise of Gru, posting it to YouTube and receiving roughly 24.4 million views and 128,000 likes in three months (shown below, left). Internet users and fans immediately started posting memes about the upcoming movie, an example being a reply posted by Twitter user lib_crusher on March 4th, 2021, that referenced the Minions Served Hitler in 1933-1945 trend, earning over 310 likes in 15 months (shown below, right). ![]() ![]() The official Twitter account of the Minions posted a tweet on March 4th, 2021, that announced the official July 2022 release date, earning roughly 6,100 likes in 15 months (shown below, left). On April 1st, 2020, Illumination announced an updated release date for July 2021, however, it was later changed in March that year to July 1st, 2022, which became the official release date. On March 19th, 2020, Illumination studios rescheduled the release date for The Rise of Gru due to complications with the COVID-19 pandemic. News of the upcoming movie hit Twitter on May 21st, 2019 via a tweet from the account DiscussingFilm, earning over 440 likes in three years (shown below). Additionally, the original Minons movie, released in 2019, grossed roughly $1.16 billion. The movie would follow Despicable Me 3 which was released in 2017. The original theater release date that was announced was July 3rd, 2020. She pointed to Lionsgate's TikTok account, which has built brand loyalty by making content that feels native to the platform, such as funny "Twilight" videos or "thirst trap" videos of actor Pedro Pascal to promote its recent film "The Unbearable Weight of Massive Talent." On the flip side, Alexander said, some studios have missed the mark when it comes to capitalizing on viral trends, such as Sony Pictures with "Morbius.On May 21st, 2019, Minions: The Rise of Gru was announced by Universal and Illumination studios as the sequel to Minions. Some film studios have learned the language of certain platforms, like TikTok, Alexander said. "But if the trend is, in and of itself, based in an actionable thing that people are going to do, like buying a ticket, that’s going to really help a studio’s bottom line." ![]() “Passive activity on the internet is really hard to turn into actionable effort," Alexander said. Julia Alexander, the director of strategy for Parrot Analytics, an entertainment research company, said Universal Pictures’ supporting the meme while not trying to co-opt it has allowed it to flourish as an actionable trend that helps sell tickets. Some videos also show the groups posing with steeple hands, the gesture made by Felonius Gru, the protagonist of the "Despicable Me" franchise (voiced by Steve Carell).īut some experts say the trend has certainly given the film more exposure, especially among younger audiences. As in Hirst’s video, many of the "Gentleminions" TikTok videos showcase groups wearing suits flocking to the movies, with the song “Rich Minion” by the rapper Yeat, which appears on the film’s soundtrack, playing in the background. Now, around the globe, people have been spotting "Gentleminions" at theaters. As of Wednesday afternoon, his TikTok, which features him attending the film in suits with his friends, had amassed more than 36.6 million views and more than 8.7 million likes. Once thought of as the cringiest content on the internet, the Minions from the “Despicable Me” franchise have been reclaimed by Gen Z after videos like Hirst’s have spread across TikTok. “I think it was a really great promotion for the minions.” “I think the trend would’ve happened with or without me, but I think our TikTok made it more viral than it would’ve been,” Hirst, 18, said in an interview. ![]()
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