There’s another force at play here, too, though: Yeat. And the whimsical Minions characters have lent themselves to internet humor since the beginning of the franchise, so this isn’t the first time they’ve been meme’d. Hirst told NBC News that the trend has a lot to do with “nostalgia,” explaining that The Rise of Gru “brings back the memories of watching the Despicable Me movies with family” for teenagers like himself. His TikTok video racked up over 30 million views in just a few days, and thousands of people joined in on his joke, watching Minions with the level of reverence usually reserved for classical symphonies.īefore long, some theaters even started banning formalwear because attendees were getting too rowdy, and now the trend is contributing to eye-popping box office numbers: The Rise of Gru just shattered the record for the biggest film opening on Independence Day weekend, pulling in $125.1 million. On opening day, a fan named Bill Hirst filmed himself with a group of friends in suits and ties, enthusiastically watching The Rise of Gru. This is the work of ironic teenagers on TikTok. In movie theaters across America, self-described Gentleminions have been dressing up in suits, buying tickets to Minions: The Rise of Gru, and treating the animated children’s film like it’s a sophisticated Broadway play.Īt this point, you might be wondering when and how the Minions franchise suddenly became high-brow entertainment. Well, it didn’t. If you came across a pack of suit-wearing teenagers this weekend, quietly discussing the artistic merits of Minions and muttering about “counting money,” you weren’t alone.
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