Some cinemas have started refusing entry to Minions: The Rise of Gru for any unaccompanied teens dressed in suits. A bizarre statement for anyone not versed in the trends of Gen Z and the popular social media platform TikTok.
Unusual and sometimes dangerous TikTok trends have been around for as long as the platform itself and barely constitute headline news in 2022. But a supposedly well-intentioned trend of dressing up to celebrate the release of the new Minions property only served to exhibit why we can’t have nice things.
The #gentleminions went viral upon the film’s release, involving hordes of teenagers turning up in suits and imitating protagonist Gru at screenings. The trend claimed to celebrate the five-year wait since Despicable Me 3 and whilst carrying some sardonic undertones seemed largely harmless.
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But according to reports from cinemas across the UK, groups mimicking the trend have caused unwanted disruption and in many cases ruined the experience for the target demographic of young children. Cinemas have had to issue a huge number of refunds to disappointed families, something many scantly needed with the ongoing financial pressures in the industry.
Groups have also been blamed for ‘stunningly bad behaviour’ including persistent standing and cheering, throwing objects at the screen, verbally abusing staff and even vandalism. One cinema in Guernsey even had to suspend all future screenings of the film as a result, whilst others have resorted to banning the Grus.
It is important to add that the trouble causers don’t necessarily represent the wider trend with many cinema-goers reporting positive interactions with teens in suits at their screenings. Others meanwhile have resorted to more clandestine methods to keep the trend alive.
Related: The Best Minions Movies, Ranked
Minions: The Rise of Gru
Minions: The Rise of Gru is the latest in the indomitable Despicable Me franchise, a franchise that has been entirely consumed by its little yellow creatures. The titular Minions have proved a pop culture phenomenon with younger audiences leading to a wide range of merchandising options both legitimate and counterfeit.
The Minions have proved to have impressive staying power as well with the original Despicable Me launching back in 2010 before a lot of the core demographic was even born. In addition to three entries in the mainline series, the Minions also got their own spinoff in 2015, with the last two movies seeing diminishing returns in critical reception but a notable uptick in box office receipts.
The latest entry was delayed like many projects due to COVID leaving a five-year gap between this and the most recent entry. Meaning that a lot of those #gentleminions probably enjoyed Despicable Me 3 much less ironically than they claim to enjoy Minions: The Rise of Gru.
There will have been a lot of hope then for Illumination Studios’ latest feature with cinemas still struggling to recoup crowds to pre-pandemic levels. Minions: The Rise of Gru has received a more favorable critical reception than previous entries and is already amongst the top ten grossing films of the year despite being in its first week suggesting it’s on course to fill a lot of its promise.
Minions: The Rise of Gru is available to watch in cinemas nationwide right now, as long as you don’t turn up in a suit.
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