The latest instalment in the ‘Despicable Me’ franchise set a box office record this weekend, thanks in part to a TikTok phenomenon that inspired large groups of young people to dress up and go to the theatre.
Minions: The Rise of Gru grossed $125 million in domestic ticket sales during its four-day opening weekend after its July 1 release. International markets brought in an additional $93.7 million for the film.
There were undoubtedly those who were eager to see the latest instalment of the highest-grossing animated film franchise of all time.
However, the film’s success is also due to a viral TikTok trend in which groups of mostly young men put on formal wear to watch the latest film and then share videos of their antics on social media platforms using the hashtag, #gentleminions.
According to The Hollywood reporter, nearly 90% of The Rise of Gru’s audience has been 25 or under, with 25% of attendees younger than 12 years old.
On July 1, Universal Pictures, which distributed the film, tweeted, “to everyone showing up to @Minions in suits: we see you and we love you.”
However, not everyone participating in the trend has been welcomed by movie theatres. Suit-clad groups have been called out by theatres for being extremely disruptive, and some have even begun to bar them from viewings.
TikTok videos show some besuited moviegoers shouting at the screen, throwing bananas, and making loud Minion noises. The theatre staff took to Twitter to share the massive mess left behind by the gentleminions and their antics.
A sign from Odeon Cinemas was shared several times on social media, stating that “any groups of guests in formal attire will be refused entry for showings of Minions: The Rise of Gru.” Odeon Cinemas confirmed to Fortune that “due to a small number of incidents in our cinemas over the weekend, we have had to restrict access in some circumstances.”
Universal Pictures did not respond to Fortune’s request for comment on the bans.
Anita Zuuri
Annie is an entertainment and lifestyle writer. She enjoys reading and writing about music, celebrities and their lifestyles, food, cars and tech.