Minions: Rise of Gru tops July 4th box office with $128M opening

dailymail.co.uk:

The little minions are at it again, and have topped the box office, raking in around $128 million with Minions: Rise of Gru for its first opening weekend.According to Variety, the beloved animation will be the first film to make that much over the Fourth Of July holiday weekend.Top Gun: Maverick still holds a steady spot at number two after its premiere the last weekend of May, with Elvis trailing behind the rest at the number three spot after being number one last weekend.

Box office record: Minions: Rise of Gru made box office records for the Fourth Of July weekend, making around $128 million opening weekendMinions: Rise of Gru was set to initially premiere two years ago, but due to the pandemic, the big release date was postponed, with advertising already in the works.

Even after the two-year-long delay, the movie still was able to make records in the box for the holiday weekend.Universal was able to get partners from around the globe to assist with media advertising, spending a record number of around $285 million.

Big campaign: Universal drew in global partners for a whopping $285 million media and advertising campaign Some brands that worked with the company to promote the Minions include CarMax, which aired two spots featuring the adorable characters.McDonald's was another top partner, having plastic toys of the Minions with the iconic happy meals and also aired a short commercial.Around 89% of viewers who viewed the animation were under 25-years-old, with the age range between 13-17 acting as a big part in that percentage, Deadline reported.