1. Budget
$76,000,000 (estimated)
Opening Weekend
$83,517,315 (USA) (7 July 2013) (3,997
Screens)
HUF 104,828,660 (Hungary) (7 July
2013) (78 Screens)
Despicable
Me 2 (2013)
Case Study
Production Companies:
Illumination Entertainment
Universal Pictures

2. Story Line

While Gru, the ex-supervillain is adjusting to family life
and an attempted honest living in the jam business, a
secret Arctic laboratory is stolen. The Anti-Villain League
decides it needs an insider's help and recruits Gru in the
investigation. Together with the eccentric AVL
agent, Lucy Wilde, Gru concludes that his prime suspect
is the presumed dead supervillain, El Macho, whose his
teenage son is also making the moves on his eldest
daughter, Margo. Seemingly blinded by his
overprotectiveness of his children and his growing
mutual attraction to Lucy, Gru seems on the wrong
track even as his minions are being quietly kidnapped
en masse for some malevolent purpose. Written by
Kenneth Chisholm (kchishol@rogers.com)

3. Production

In February 2012, it was reported that Al Pacinohad joined the cast to voice the villain, Eduardo. In
April 2012, it was confirmed that Steve Carell, Russell Brand, Miranda Cosgrove, Dana Gaier and
Elsie Fisher were returning to reprise their roles. Kristen Wiig, on the other hand, who voiced Miss
Hattie in the original film, voices Lucy Wilde, an agent of the Anti-Villain League (AVL) who recruits
Gru to track and take down a tough, Mexican villain named El Macho. Steve Coogan joined the
cast as Silas Ramsbottom, the head of the Anti-Villain League.On May 3, 2013, just a month before
the film's premiere, it was announced that Al Pacino had left the film over creative differences
about how his character should come to life. (Which would of created an issue with distributing
the film as he would not have been at the premiere to show his role in the film, this also would
have put back the production as like only a month before in may, ands the film was released
in July)
Production Details.
Genres
Animated, Comedy, F
amily, Sequel
Distributors
Universal Pictures
Box Office
US$368,049,632.00
Production Status
Released
For Despicable Me 2, Illumination Mac
Guff worked with more than 400 artists,
50 team leaders, 25 managers and 30
technical crewmembers. Shotgun
provided users instant access to
critical project data in real time from
any location. During production, each
movie or frame sequence published
on the internal asset manager was
automatically transferred to Shotgun
where the content could be viewed
via Tweak Software’s RV playback and
review system.
Produced In
United States

4. Production
 Minions
voices –
"Coffin worked with his fellow director to develop the complex language for the Minions. To help us
understand them, every once in a while a word of English sneaks out during a scene," the notes say.
"Renaud and Coffin discovered how to compress the sound of their voices so that they were able to tweak
slightly both their and (Jemaine) Clement’s voices for each little guy’s vocals. 'The language is much more
about sound than it is about any kind of meaning,' says Meledandri.“
 Critical
Reponses –

Despicable Me 2 has received generally positive reviews from critics.

Michael Rechtshaffen of The Hollywood Reporter gave the film a negative
review, saying "The new edition doesn't quite catch that inspired spark.―

Michael Phillips of the Chicago Tribune gave the film two and a half stars out of
four, saying "Steve Carell's Slavic inflections as Gru do the trick, as before. Wiig's
clever hesitations and comic timing help save the day.―
 Peter Howell of the Toronto Star gave the film two and a half stars out of four, saying "It feels at
times as if Despicable Me 2 actually is The Minions Movie.
 Stephen Holden of The New York Times gave the film two and a half stars out of five, saying "It is
consistently diverting and so cute you'll want to pet it. Yet it is also weightless and lacks a centre."

5. Distribution


Despicable me 2 is a follow up from the first one, which again was distributed by
Universal pictures. - Universal Studios Inc. (also known as Universal Pictures), is an
American motion picture studio, owned by Comcast through its wholly owned
subsidiary NBC Universal, and is one of the six major movie studios. Its production studios
are at 100 Universal City Plaza Drive in Universal City, California. Distribution and other
corporate offices are in New York City.
This marks the first time that Illumination Entertainment made a sequel film.

It is Produced by Illumination Entertainment and distributed by Universal
Pictures, Illumination Entertainment is subsidiary with Universal Pictures.

(The studio's first film, 3D CGI feature, Despicable Me, starring Steve Carell was released
on July 9, 2010, and was a smash hit, earning $56 million on its opening weekend, and
going on to earn $251 million domestically and $543 million worldwide.) The first film
before the following Despicable me 2.

Released in the summer ( UK 28 june 2013), this would be an advantage as not only is it
a follow on from the first Despicable film, but because it is released in the summer it
would persuade the audience to go and take there children out to the cinemas to go
and see it.

6. 
Despicable Me 2 was released in cinemas on the 20th of June 2013
in response the the highly successful Despicable Me (2010). The
movie was distributed and produced through Universal
Entertainment.

Due to the popularity of computer generated animation, film
companies are able to produce more animated films than ever
before. This creates more demand for animated films and can lead
to more revenue generated for companies.

As a result, this can lead to films lending their characters to various
companies in order to promote their business and in addition the
movie. This has been the case for Despicable Me 2. Other
companies, such as McDonalds, have used the iconic ―minion‖
characters to promote their happy meals products. This blog will
analyse Despicable Me 2 and their integrated marketing
campaign.
Release dates
June 5, 2013 (Australian
premiere)
July 3, 2013 (United States)

7. Universal Pictures



Universal Studios Inc. (also known as Universal Pictures), is an American
motion picture studio, owned by Comcast through its wholly owned
subsidiary NBC Universal, and is one of the six major movie studios. Its
production studios are at 100 Universal City Plaza Drive in Universal
City, California. Distribution and other corporate offices are in New York City.
Founded in 1912 , It is the oldest movie studio in the United States of America.
On August 2, 2004, the controlling stake in the company was sold by Vivendi
Universal to General Electric, parent of NBC. The resulting media superconglomerate was renamed NBC Universal, while Universal Studios Inc.
remained the name of the production subsidiary.(NBC Universal, Inc.
(formerly known as NBC Universal Media, LLC on January 29, 2011) NBC
Universal, Inc. previously from November 29, 2004 to January 28, 2011 (and
also known as NBCU or NBC Universal is an American media and
entertainment company engaged in the production and marketing of
entertainment, news, and information products and services to a global
customer base. The company owns and operates American television
networks, numerous cable channels, and a group of local stations in the
United States, as well as motion picture companies, several television
production companies, and branded theme parks.)

8. Marketing
Because Despicable Me 2 was a follow up from the first one the marketing was a lot
easier to catch peoples attention, mainly family and younger generations.
Marketing they used.
 A website, with clips of the minions, fan videos, soundtracks and events etc.
 Billboard posters (In Germany Advertising column in Berlin)
 Despicablimp circling over San Francisco during its six-month tour
over the United States.
 Minion Hot air balloon during the Annecy International Animated Film Festival 2013.

(A blimp disguised as a Minion, named "Despicablimp", has been touring the United States since March
2013 in its six-month tour to promote the film's release. As one of the largest airships in the
world, measuring 165 feet (50 m) in length, 55 feet (17 m) in height, and weighting 8,000 pounds (3.6 t), it
will cross the country three times during its 20,000 miles (32,000 km) long tour, visiting hundreds of
events, including the film's premiere in Hollywood.
A free mobile action video game inspired by the Despicable Me franchise, titled Despicable Me: Minion
Rush, was released on June 13, 2013. The game, developed by Gameloft, was adapted for iPhone, iPad
and Android devices. Played as one of the Minions, it allows customization of the character, who must
perform various tasks, including defeating Vector and a new villain created for the game, to earn the title
of Minion of the Year. The game was downloaded more than 100 million times in the first three months after
its release,and won a BAFTA's British Academy Children's Award in the category BAFTA's Kids Vote. For the
film's release, Roblox, a massively multiplayer online game, released two virtual items, a Minion and
goggles. Six books were released for the film: The Junior Novel, The Anti-Villain League
Handbook, Undercover Super Spies, Attack of the Evil Minions!, Make a Minion, and Meet the Minions.

9. Despicable Me 2 Reaches Fans Using
Interactive Digital Out-of-Home
Advertising Campaign


UNITED KINGDOM — Fans of Despicable Me can be entertained once
again by Gru’s mischievous Minions thanks to a new digital out-of-home
(DOOH) advertising campaign running in shopping malls across Europe.
According to the Hollywood Reporter, the just released Despicable Me 2
grossed more than $15.2 million in its opening box office in the UK and
has become Universal Pictures’ top opening of all time, and the No. 1
opening of 2013 so far.
In another first, the campaign invites viewers to control the on-screen
action, personalize the message, and share the content with their friends
using their smartphones. The campaign’s creative features an animation
of Gru’s mischievous Minions tapping their feet impatiently on-screen
with a call-to-action prompting shoppers to text a command using their
smartphone to direct the characters to dance, wrestle, play, build or
boogie. Users can text any command along with their name using a
short-code, and seconds later the Minions act out their instructions
accordingly ending with an on-screen thanks to the named participant.

10. Marketing
The promotion for the Universal Pictures film will rename the site 'Minionsnet'
and coincides with the release of 'Despicable Me 2' on Friday 28 June.
The activity is part of a fully integrated campaign that includes advance
screenings of the film for 400 Mumsnet users in Manchester and
London, online competitions and on-site advertising.
Carrie Longton, the co-founder of Mumsnet, said: "We're excited to be
working on this media first for the site and think the Mumsnetters – or should
we call them Minionsnetters this week – will love the idea of cheeky Minions
taking over the homepage and logo.

11. Happy ( soundtrack)
Marketing


A massive break through occurred when the film was released
as Pharrell Williams sang the main song in the film and it
because number 1 in the charts for a number of weeks, this
would promote the film even more after its been released, as
they enjoyed the song (as it was number 1) so therefore
persuade them to go and see the film.
After this a 24 hour music video was created, showing Pharrell
Williams singing and clips of minions from despicable me was
shown.

12. Home Media

Despicable Me 2 was released in Digital HD on November
26, 2013, and on DVD and Blu-ray on December
10, 2013.The DVD and Blu-ray combo pack features three
"mini movies" titled Puppy, Panic in the Mailroom, and
Training Wheels. A Walmart exclusive Blu-ray/DVD combo
pack included two limited edition Minion toys. In its first
week of home entertainment release, 4.5 million physical
and digital units had been sold, earning $80 million and
breaking several records. The film had the highest first-week
sales for a digital title ever and became the best selling
animated Blu-ray title in its first week, surpassing its
predecessor, which previously held the record.

13. Exhibition


Box office
As of January 26, 2014, Despicable Me 2 has grossed
$368,053,060 in North America and $586,100,000 in
other countries, for a worldwide total of
$954,161,265.[6] It is the twentieth highest-grossing
film, the third highest-grossing animated film, the
second highest-grossing 2013 film (behind Iron Man
3), the highest-grossing 2013 animated film, the
highest-grossing Illumination Entertainment film,[103]
and the second highest-grossing Universal Studios film
(behind Jurassic Park).[104] With a budget of $76
million,[5] the film became the most profitable film in
the 100-year history of Universal Studios

14. Despicable me 2 in 3D