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The #Gentleminions Trend Is Here to Save Cinema

The #Gentleminions Trend Is Here to Save Cinema

Are movies back? It’s definitely possible. Top Gun: Maverick is dominating the box office, but a Tom Cruise-movie is all but guaranteed to smash. Thor: Love and Thunder is primed for big numbers, but Marvel is too big to fail. Everything, Everywhere All at Once set records for A24, but fledgling indie studios aren’t exactly the bellwether of society. No, to know whether or not movies are back, we need an objective measurement. And we have one in the unlikeliest of places: Minions: The Rise of Gru, which is currently doing big numbers thanks to an unlikely demographic. Gen Z men are treating the movie like high art, dressing in their finest to savor the Minions movie in style.

They’re calling themselves Gentleminions, and they were a big part of catapulting the movie to a record setting July 4 box office record. It’s become a Tiktok fad, with the #Gentleminions hashtag notching five million views over the weekend. It got so big that Universal Pictures acknowledged it on their own social.

In fact, it’s become such a big trend that at least one movie theater has banned the practice, but we can only support it. The movie industry struggled in the Covid era, and while ongoing variants continue to bedevil the public, these Gentleminions have taken the task of saving theaters on their capable shoulders.

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