The Minions movie marketing successfully utilized ironic meme culture to capture the demographic that grew up watching the original franchise.

“The minions are also the media just this idea like you understand that all these kids watched the movie when they were children now they are what are they gen z's they're called now they're these gen z's are you know 15 16 17 18 19 20s early 20s how do you get those same people that really enjoyed m”