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How the power of the Minions and Gen Z propelled the 'Despicable Me' franchise

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How the power of the Minions and Gen Z propelled the 'Despicable Me' franchise

It was a spectacle (and for some, a menace) when droves of suit-clad young men showed up to theaters for 2022’s “Minions: The Rise of Gru.”

Against all odds, the #Gentleminions social media phenomenon showed that the Minions — up until that point, a staple of Facebook memes shared by very-online moms — could evolve as a cultural touchstone for that coveted demographic, Gen Z. The Minions had come full circle, staying relevant to the children who first met the yellow mischief-makers in 2010’s “Despicable Me” all the way through their young adult years.

It’s the kind of organic marketing that studios and theater owners can only dream of. Universal Pictures and Illumination Entertainment are counting on that multigenerational popularity to propel the franchise’s latest installment, “Despicable Me 4,” which comes out in theaters Wednesday.

So far, the signs are good. The movie is tracking to garner at least $100 million in ticket sales for the U.S. and Canada for the five-day Fourth of July extended weekend.

The last “Minions” movie broke Fourth of July domestic box office records and went on to make $940 million worldwide. This time around, families are already primed to hit the theaters with the recent success of Pixar’s “Inside Out 2,” which has now grossed more than $1 billion in global ticket sales.

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“I’ve been 25 to 28 years in the business. I can’t remember something that created that much excitement for the audiences,” Francisco Schlotterbeck, chief executive of theater chain Maya Cinemas, said of the overall Minions craze. “The other thing I can compare it to is ‘Toy Story.’”]

Theaters have been eager for good news. Exhibitors earlier this year were walloped by a dearth of blockbusters, partly due to Hollywood’s long summer of strikes in 2023, which delayed multiple high-profile titles. Though a string of recent hits has brought relief, with “Bad Boys: Ride or Die,” “Inside Out 2” and “A Quiet Place: Day One,” domestic revenue remains down 19% from last year, according to Comscore.

“Despicable Me 4” is expected to continue the momentum. Maya Cinemas’ ticket pre-sale numbers for the sequel are trending up, and Schlotterbeck is expecting sales that are “triple of a normal week.” Family-friendly movies, like the “Despicable Me” franchise, do especially well with Latino audiences, he said, which his chain is geared toward.

After a tough first half of the year with limited films to show, he’s expecting better sales for the months ahead, especially with family films such as “Moana 2,” “Sonic the Hedgehog 3” and “Wicked” coming down the pipeline.

“All these big family titles will help,” said Schlotterbeck, whose chain has five locations in California and one in Las Vegas. “It’s pretty important to have these kind of very well-known franchises.”

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Theaters are preparing for all kinds of Minions fans to flood the gates this weekend. Dine-in theater chain Cinépolis Luxury Cinemas USA plans to raffle off themed baby carriers that hold a popcorn bucket to tie in with supervillain Gru’s new role as a dad, said Luis Olloqui, company chief executive.

“Having the previous ‘Minions’ movie was really good, in terms of performance,” he said. “We saw that excitement among the people going to the movie dressing up and making it more of an event. This time, we are expecting kind of the same.”

The cross-generational popularity of the Minions stems from their cute appearances and humorous antics. But part of the appeal is also that they’re a bit of a blank slate, said Carrie Wilson-Brown, an instructor at the University of Illinois’ College of Media. In the same way that Sanrio icon Hello Kitty has advertised both motor oil and diamond necklaces and regularly wears all teams’ baseball caps, the Minions have become a canvas on which you can project whatever you want.

Minions are on all manner of merchandise these days. There are Minion Chia pets, Minion mugs, Minion sandwich makers and Minion toasters. For Los Angeles residents, there’s even the giant Minion that peeks over the edge of a Universal Studios parking structure to spy on the 101 Freeway (which has spawned memes of its own).

“You can infer anything out of it,” Wilson-Brown said. “They can even travel culturally, not from generation to generation, but from country to country because they don’t speak a particular language.”

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It’s how the Minions joined the front lines of Facebook mom memes, which typically pair a picture of a Minion with unrelated sayings such as “I didn’t fall, the floor just needed a hug” or “I’ve been hiding from exercise. I’m in the fitness protection program.”

But the #Gentleminions craze was a turning point, when Gen Z consumers tried to take back the Minions of their childhood, Wilson-Brown said.

“You note your popularity specifically when you get internalized into meme culture,” she said. “In terms of ‘Despicable Me’ and the Minions specifically, all of a sudden, they kind of transcended out of the film into internet culture.”

Companies face a delicate dance while trying to court Gen Z audiences, who have expendable income they’re willing to plunk down on pop culture merchandise. Try too hard to appeal to them, and it seems inauthentic; try too little, and it looks like the product isn’t actually meant for them.

“Film companies and traditional media are desperately trying to constantly see what Gen Z-ers are producing in a cultural milieu, but in many respects they’re trailing behind them,” Wilson-Brown said.

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Will the #Gentleminions return for a second ride?

“I’d be hard-pressed to believe they’re going to be re-creating that same thing over and over again,” Wilson-Brown said. “Because that was so organic, it’s really hard to then predict … what they are going to end up doing to up the ante, culturally, for this particular film.”

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How We Cover the White House Correspondents’ Dinner

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How We Cover the White House Correspondents’ Dinner

Times Insider explains who we are and what we do, and delivers behind-the-scenes insights into how our journalism comes together.

Politicians in Washington and the reporters who cover them have an often adversarial relationship.

But on the last Saturday in April, they gather for an irreverent celebration of press freedom and the First Amendment at the Washington Hilton Hotel: The White House Correspondents’ Association dinner.

Hosted by the association, an organization that helps ensure access for media outlets covering the presidency, the dinner attracts Hollywood stars; politicians from both parties; and representatives of more than 100 networks, newspapers, magazines and wire services.

While The Times will have two reporters in the ballroom covering the event, the company no longer buys seats at the party, said Richard W. Stevenson, the Washington bureau chief. The decision goes back almost two decades; the last dinner The Times attended as an organization was in 2007.

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“We made a judgment back then that the event had become too celebrity-focused and was undercutting our need to demonstrate to readers that we always seek to maintain a proper distance from the people we cover, many of whom attend as guests,” he said.

It’s a decision, he added, that “we have stuck by through both Republican and Democratic administrations, although we support the work of the White House Correspondents’ Association.”

Susan Wessling, The Times’s Standards editor, said the policy is a product of the organization’s desire to maintain editorial independence.

“We don’t want to leave readers with any questions about our independence and credibility by seeming to be overly friendly with people whose words and actions we need to report on,” she said.

The celebrity mentalist Oz Pearlman is headlining the evening, in lieu of the usual comedy set by the likes of Stephen Colbert and Hasan Minhaj, but all eyes will be on President Trump, who will make his first appearance at the dinner as president.

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Mr. Trump has boycotted the event since 2011, when he was the butt of punchlines delivered by President Barack Obama and the talk show host Seth Meyers mocking his hair, his reality TV show and his preoccupation with the “birther” movement.

Last month, though, Mr. Trump, who has a contentious relationship with the media, announced his intention to attend this year’s dinner, where he will speak to a room full of the same reporters he often derides as “enemies of the people.”

Times reporters will be there to document the highs, the lows and the reactions in the room. A reporter for the Styles desk has also been assigned to cover the robust roster of after-parties around Washington.

Some off-duty reporters from The Times will also be present at this late-night circuit, though everyone remains cognizant of their roles, said Patrick Healy, The Times’s assistant managing editor for Standards and Trust.

“If they’re reporting, there’s a notebook or recorder out as usual,” he said. “If they’re not, they’re pros who know they’re always identifiable as Times journalists.”

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For most of The Times’s reporters and editors, though, the evening will be experienced from home.

“The rest of us will be able to follow the coverage,” Mr. Stevenson said, “without having to don our tuxes or gowns.”

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MrBeast company sued over claims of sexual harassment, firing a new mom

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MrBeast company sued over claims of sexual harassment, firing a new mom

A former female staffer who worked for Beast Industries, the media venture behind the popular YouTube channel MrBeast, is suing the company, alleging she was sexually harassed and fired shortly after she returned from maternity leave.

The employee, Lorrayne Mavromatis, a Brazilian-born social media professional, alleges in a lawsuit she was subjected to sexual harassment by the company’s management and demoted after she complained about her treatment. She said she was urged to join a conference call while in labor and expected to work during her maternity leave in violation of the Family and Medical Leave Act, according to the federal complaint filed Wednesday in the U.S. District Court for the Eastern District of North Carolina.

“This clout-chasing complaint is built on deliberate misrepresentations and categorically false statements, and we have the receipts to prove it. There is extensive evidence — including Slack and WhatsApp messages, company documents, and witness testimony — that unequivocally refutes her claims. We will not submit to opportunistic lawyers looking to manufacture a payday from us,” Gaude Paez, a Beast Industries spokesperson, said in a statement.

Jimmy Donaldson, 27, began MrBeast as a teen gaming channel that soon exploded into a media company worth an estimated $5 billion, with 500 employees and 450 million subscribers who watch its games, stunts and giveaways.

Mavromatis, who was hired in 2022 as its head of Instagram, described a pervasive climate of discrimination and harassment, according to the lawsuit.

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In her complaint, she alleges the company’s former CEO James Warren made her meet him at his home for one-on-one meetings while he commented on her looks and dismissed her complaints about a male client’s unwanted advances, telling her “she should be honored that the client was hitting on her.”

When Mavromatis asked Warren why MrBeast, Donaldson, would not work with her, she was told that “she is a beautiful woman and her appearance had a certain sexual effect on Jimmy,” and, “Let’s just say that when you’re around and he goes to the restroom, he’s not actually using the restroom.”

Paez refuted the claim.

“That’s ridiculous. This is an allegation fabricated for the sole purpose of sparking headlines,” Paez said.

Mavromatis said she endured a slate of other indignities such as being told by Donaldson that she “would only participate in her video shoot if she brought him a beer.”

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“In this male-centric workplace, Plaintiff, one of the few women in a high-level role, was excluded from otherwise all-male meetings, demeaned in front of colleagues, harassed, and suffered from males be given preferential treatment in employment decisions,” states the complaint.

When Mavromatis raised a question during a staff meeting with her team, she said a male colleague told her to “shut up” or “stop talking.”

At MrBeast headquarters in Greenville, N.C., she said male executives mocked female contestants participating in BeastGames, “who complained they did not have access to feminine hygiene products and clean underwear while participating in the show.”

In November 2023, Mavromatis formally complained about “the sexually inappropriate encounters and harassment, and demeaning and hostile work environment she and other female employees had been living and experiencing working at MrBeast,” to the company’s then head of human resources, Sue Parisher, who is also Donaldson’s mother, according to the suit.

In her complaint, Mavromatis said Beast Industries did not have a method or process for employees to report such issues either anonymously or to a third party, rather employees were expected to follow the company’s handbook, “How to Succeed In MrBeast Production.”

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In it, employees were instructed that, “It’s okay for the boys to be childish,” “if talent wants to draw a dick on the white board in the video or do something stupid, let them” and “No does not mean no,” according to the complaint.

Mavromatis alleges that she was demoted and then fired.

Paez said that Mavromatis’s role was eliminated as part of a reorganization of an underperforming group within Beast Industries and that she was made aware of this.

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Heidi O’Neill, Formerly of Nike, Will Be New Lululemon’s New CEO

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Heidi O’Neill, Formerly of Nike, Will Be New Lululemon’s New CEO

Lululemon, the yoga pants and athletic clothing company, has hired a former executive from a rival, Nike, as its new chief executive.

Heidi O’Neill, who spent more than 25 years at Nike, will take the reins and join Lululemon’s board of directors on Sept. 8, the company announced on Wednesday.

The leadership change is happening during a tumultuous time for Lululemon, which had grown to $11 billion in revenue by persuading shoppers to ditch their jeans and slacks for stretchy leggings. But lately, sales have declined in North America amid intense competition and shifting fashion trends, with consumers favoring looser styles rather than the form-fitting silhouettes for which Lululemon is best known.

“As I step into the C.E.O. role in September, my job will be to build on that foundation — to accelerate product breakthroughs, deepen the brand’s cultural relevance, and unlock growth in markets around the world,” Ms. O’Neill, 61, said in a statement.

Lululemon, based in Vancouver, British Columbia, has also been entangled in a corporate power struggle over the company’s future. Its billionaire founder, Chip Wilson, has feuded with the board, nominated independent directors and criticized executives.

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Lululemon’s previous chief executive, Calvin McDonald, stepped down at the end of January as pressure mounted from Mr. Wilson and some investors. One activist investor, Elliott Investment Management, had pushed its own chief executive candidate, who was not selected.

The interim co-chiefs, Meghan Frank and André Maestrini, will lead the company until Ms. O’Neill’s arrival, when they are expected to return to other senior roles. The pair had outlined a plan to revive sales at Lululemon, promising to invest in stores, save more money and speed up product development.

“We start the year with a real plan, with real strategies,” Mr. Maestrini said in an interview this year. “We make sure decisions are made fast.”

Lululemon said last month that it would add Chip Bergh, the former chief executive of Levi Strauss, to its board to replace David Mussafer, the chairman of the private equity firm Advent International, whom Mr. Wilson had sought to remove.

Ms. O’Neill climbed the organizational chart at Nike for decades, working across divisions including consumer sports, product innovation and brand marketing, and was most recently its president of consumer, product and brand. She left Nike last year amid a shake-up of senior management that led to the elimination of her role.

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Analysts said Ms. O’Neill would be expected to find ways to energize Lululemon’s business and reset the company’s culture in order to improve performance.

“O’Neill is her own person who will come with an agenda of change,” said Neil Saunders, the managing director of GlobalData, a data analytics and consulting company. “The task ahead is a significant one, but it can be undertaken from a position of relative stability.”

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