Lads all around the world are putting on their best clothes to watch the latest film taking the box office by storm.
Minions: Rise Of Gru might not seem like the typical flick for young men to watch, but you have to remember that meme culture is very strong.
These lads are just giving Minions: Rise Of Gru the audience it truly deserves.
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Confused? Let us elaborate.
Basically, gangs of lads are donning their finery to go see the fifth film in the Despicable Me franchise.
Once inside, the well-dressed group of ‘Gentleminions’ then applaud and cheer throughout the film.
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Or they have the silent option. They all sit in a row with their hands together and only their fingers touching - just like Gru does in the film.
Or like Mr Burns, if that's more your vibe.
If you have been scrolling through TikTok lately you'd have seen countless videos of these Gentleminions doing precisely what we've described then this will not be news to you.
Some cinemas have even taken to turning away groups of lads dressed in their Sunday best.
Admittedly, loud cheering and clapping would be pretty disruptive to other cinema-goers.
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But, deep down it's just harmless fun.
It's also an incredibly interesting case study for when meme culture helps, rather than hinders (Morbius, we’re looking at you), a movie release.
The fifth entry in the Despicable Me franchise is estimated to take home an impressive $127.9 million ($AUD 187.8 million, £105.7 million) over the recent four-day weekend in the US.
Internationally, the latest instalment that follows evil genius Gru and his gaggle of yellow minions earned a further $93.7 million ($AUD 137.6 million, £77.4 million), EW reports.
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That brings the global three-day total to $202 million ($AUD 296.7 million, £166.9 million). Nice.
The latest Minions film has also extended the Despicable Me series' reign as the highest grossing animated film franchise, according to EW.
It's apparently the largest US box office earning for the fourth of July long weekend ever.
Now we can't say this is solely the work of the Gentleminions trend, but it is probably helping.
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The success of Minions: Rise Of Gru on its opening weekend will likely rub a bit of salt in the wound for Sony.
The film studio's vampire-superhero flick Morbius recently found itself at the centre of a meme-storm.
Sony, however, did not read the room when the internet lit up with 'It's Morbin' Time' memes that were mocking the film.
They re-released it and it flopped... again. Ouch.
So what have we learnt today? Memes can be used for good and evil, which is a lesson that Gru no doubt would love as he continues on his quest to super-villainy.
Topics: TV and Film
Rachel Lang