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 The Universal and Illumination Entertainment spin-off to
"Despicable Me" just missed the domestic record set by "Shrek
the Third's" $121.6 million kickoff in 2007, while continuing
animation maestro Chris Meledandri's hot streak at the
multiplexes. What makes Meledandri so valuable to studios is
that he keeps budgets low. "Minions" cost $74 million to
produce, a modest number considering that Pixar and DreamWorks
Animation routinely spend north of $100 million on their
animated features.
"I'm not sure the public is mindful of what films cost, they're
more concerned with how they resonate," said Nick Carpou,
Universal's domestic distribution chief. "Chris is able to
produce films that speak to families, to children, to people
everywhere."
The studio left nothing to chance when it came to reminding
moviegoers why the loved the nattering, mischievous,
highlighter-hued critters. Universal partnered with the likes of
Snapchat, McDonald's, and Amazon to deliver nearly $600 million
in publicity and promotions, according to a recent article by
Bloomberg. The titular characters were ubiquitous popping up on
everything from Twinkies to Chiquita bananas.
Carpou said he was made aware of the Minions' cultural currency
this weekend while on an outing to a mall. A store featuring
plush toys prominently displayed the "Despicable Me" characters.
"They're everywhere, those yellow guys," he said. "In a way they
exist in the culture without even having a film attached to
them."
The opening weekend crowd for "Minions" was 59% female, 55%
under the age of 25, and 60% comprised of families.
"With anything that opens to over $100 million, you breach all
demographics," said Jeff Bock, an analyst with Exhibitor
Relations. "The Minions are the stars of the 'Despicable Me'
franchise...kids love them, teens love them, and adults love
them."
"Minions" also enjoyed a sprawling rollout, debuting in 4,301
theaters. In recent months, there's been a lot of celebrating
taking place on the Universal lot. The studio is the leader in
market share thanks to hits like "Pitch Perfect 2" and "Fifty
Shades of Grey," and has two films that have crossed $1 billion
at the global box office with "Furious 7" and "Jurassic World."
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"Minions" was such a behemoth that two newcomers, "Self/Less" and
"The Gallows," risked getting washed away. Of them, "The Gallows"
fared better, picking up $10 million, across 2,720 locations. The
Warner Bros. found footage chiller cost less than $2 million to
make, so it could be profitable. Entertainment 360 and Blumhouse
Productions backed the picture about a high school play gone
terribly, terribly wrong...and not in that teenagers putting on "The
Crucible" kind of way.
Warner Bros. executives say the film is a modestly priced single,
but was an important showcase for writers and directors Travis Cluff
and Chris Lofing.
"We're cultivating young filmmakers and giving them a chance to grow
and prosper," said Jeff Goldstein, Warner Bros. distribution
executive vice president. "These are really sharp guys, who have a
long career in front of them."
Focus Features' "Self/Less" was not so fortunate, picking up roughly
$5.4 million from 1,953 locations. The science-fiction thriller
about a radical medical procedure is the latest film fumble for Ryan
Reynolds, who is still laboring to get out from under the massive
flops that were "The Green Lantern" and "R.I.P.D." The good news for
the actor is that a trailer for "Deadpool," his upcoming R-rated
comic book adaptation, rocked the Comic-Con crowd. Box office
redemption may be nigh.
"Self/Less" was produced for $26 million, but the blow is softened
in part by foreign pre-sales that limited Focus' and co-backer
Endgame's financial exposure.
"Minions" also took a chunk out of some of the turbo-charged
blockbusters still kicking around cinemas. "Jurassic World" slid 54%
to $18.1 million, bringing its Stateside haul to $590.6 million,
while "Inside Out" dipped 43% to $17.1 million, pushing its domestic
total to $283.6 million.
Overall ticket sales were robust, improving nearly 40% over the
year-ago period when "Dawn of the Planet of the Apes" kicked off
with $72.6 million.
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