Minions will make $129 million because Gen Z is obsessed with them


Reader, I’ve never seen Minions film. But that never stopped me from reveling in the countless joys of his Twinkie-shaped underlings or Vector’s orange tracksuit. One of the franchise’s charms is its ability to transcend language and culture, to unite us as one Gru-tiful family. And this weekend, thanks to us, he does it to the tune of $129 million.

It’s true, Minions: The Rise of Gru is expected to gross over $129 million, a new 4th of July weekend box office record.


The best memes of 2022

How did we come here? Well, the Minions marketing team has been working hard, but Gen Z is working harder. Through a series of posts on Twitter and TikTok, they boosted the film‘s visibility and transformed it from a movie into a living meme. We have listed the most popular ones below for you, because one thing is for sure:


Back in May, Jack Antonoff announced that he produced the film’s soundtrack, featuring covers of ’70s hits by Diana Ross, Brockhampton, Kali Uchis, Phoebe Bridgers, Jackson Wang, Thundercat and more. This got movie promotions off on the right foot, because who doesn’t want to listen to Phoebe and think about silly little minions all day??

The tickets

Fans borrowed the “Tickets to X, please” meme which gained popularity after the release of The Joker and added a minion spin. Moviegoers and their memes have donned costumes for reasons such as: as an ironic sign of respect for the franchise, to joke that being a fan of a kids’ movie is mature and attractive, and to revel in the irony of wearing a straight suit to a children’s movie.

The costumes

The costume phenomenon has become an IRL meme, with large groups attending screenings of the film in costume.

Everything else

Just as the Minion franchise defies categorization, is it a kid’s movie or an adult movie? Gen Z or geriatrics? — just like his memes. The posts below capture the diversity of content the internet delivered to us this weekend, in all its glory.


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