The rise of the #Gentleminions – by Amplify’s Ruby Ktori

posted on Jul. 22, 2022 at 12:57 pm

An enterprising business would have tapped into this phenomenon by deploying a reactive experiential strategy, running suit-only screenings of Rise of Gru, complete with other gentlemanly and immersive experience touchpoints.

Image from Minions: Rise of Gru trailer (Universal Pictures)

By Ruby Ktori, creative strategist, Amplify

This month, Minions: Rise of Gru hit the box office, raking in more than $125m in ticket sales, obliterating previous records for Fourth of July releases – and its creators have Gen Z to thank for its success, with a surprising 34% of viewers landing in the 13- to 17-year-old age bracket, compared with just 8% in 2017. Huge for a kids movie.

These impressive numbers can be attributed to a viral Minions trend on TikTok, dubbed Gentleminions. The trend involves groups of friends attending screenings of R

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