But if it turns out the minions can’t anchor a movie, it will matter little: Despicable Me 3 is slated for release in 2017. There’s recent precedent for spinoff movies dying on the vine an attempt to extend the Madagascar franchise with The Penguins of Madagascar last year went that way. Characters famous and beloved for their blankness are quite another. That film examines other aspects of the Marvel world without dragging the whole Avengers team into the fray.īut a superhero played by Paul Rudd is one thing. A spinoff, examining even the thinnest aspect of a “cinematic universe,” can help keep coffers full in the years between installments, as, for instance, Ant-Man is set to do this summer. Sequels are no longer quite enough when there’s money to be made, as the Marvel films and the announced Star Wars spinoffs in particular prove. It focuses on the origin story of the main character Gru who's voiced by Steve Carell. It’s hardly news that major studios are largely in the business of brand extension: The top-grossing film of the year so far, Jurassic World, takes the formula from a 1993 dinosaur movie and just makes the dinosaurs bigger and the conversations about science less sophisticated, while the second-highest-grossing one, Avengers: Age of Ultron, is only a component part of a release plan that currently extends to 2019. Minions: The Rise of Gru is the 2022 animated Minions movie that adds to the Despicable Me franchise. Now they’re anchoring a feature film in wide-release, despite having no identifiable character traits other than fecklessness and, again, no recognizable language. ![]() They’re yellow, they run the emotional spectrum, they function as a malleable shorthand for almost indescribable feelings.” As Brian Feldman points out on The Awl: “Minions are basically emoji. They’re able to do this because no one knows, exactly, what minions stand for, and yet they’re sort of cute and all exaggerated facial features, so one can project anything onto them. The little yellow things illustrate memes (photos with text overlaying) depicting friendship, boredom, and love of chocolate, among many other component parts of the human experience. It’s likely that not many above the age of 11 recall his name! And yet the minions are wildly popular online, particularly on Facebook. The minions are the most-widely-liked aspect of a film franchise that was meant to be about a charismatic villain character no one is Photoshopping pictures or getting tattoos of Carell’s Despicable Me character Gru. Minions: The Rise of Gru (Minions 2), Universal Pictures’ latest entry in the Despicable Me franchise, is the most successful July 4th movie opening ever, after bringing in over 125 million in. "TikTok seems to be kind of how they figure out what the happenings are, right? So maybe that would have been a teen magazine or, you know, some type of teen show on TV.But that’s no surprise at this point: The Minions film represents the film industry’s eagerness to respond to what is popular by making more of that thing. But the way it is now communicated may be. The rise of Gru is the best film in the franchise maybe even the best film ever, I cannot tell you guys how proud I am of Illumination TheRiseofGru. Grygiel added that the spreading of a message or a trend wasn't a new concept. ![]() "Their algorithms kind of sync up with their peer groups, getting it promoted through a moment like you would see on Twitter or like a trend." You know, sometimes social media ends up functioning like a big water cooler." "I think it leads to that type of participation. "They got exposed to it because they're all seeing TikTok and so they aware of it," Grygiel said. Grygiel sees the trend as an endless, accessible feedback loop for the teens watching and those that might want to join in. In other words, it's a perfect storm for an opportunity at virality. "Everything is highly memetic," said Jennifer Grygiel, an associate professor of communications at Syracuse University, who is an expert in social media and memes. Tried to ban the suits, nah #minions #yeat #suits ♬ Rich Minion - Yeat
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