![]() ![]() records for the biggest opening ever over Fourth of July weekend. Released July 1 in the U.S., “Minions: The Rise of Gru,” which is directed by Kyle Balda, broke domestic B.O. Judging by the early box office receipts, the studio’s strategy has been paying off. Giant squishies of Minions were placed in spontaneous locations and hand painted by local artists around the world. ![]() The multi-pronged operation, spearheaded by Universal’s head of international marketing Julien Noble with his home office team and all the territories marketing groups, spanned live events and activations across the studio’s top 12 markets. When Universal opted to stick to a theatrical release for “ Minions: The Rise of Gru,” the new chapter of Chris Meledandri’s blockbuster animated saga, it went a couple extra miles to orchestrate one of its biggest and most interactive marketing campaign for an animated film to date.
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