Despicable Me 2

Budget $76million
Opening Weekend $83million

It was produced by Illumination Pictures as well as Universal.
The target audience for this film were kids (3-5 year kids, tweens) and the secondary audience for the film was families with kids (especially parents). In the USA, the hispanics were found to be the demographic which used social and digital media the most therefore they were targeted through digital resources.

Publicity Tactics: Publicity tour with the cast of the movie to further engage the audience to drive buzz for the film. They would target shows on NBC which is owned by Universal (horizontal integration). Programmes included the Ellen show and Late Night with Jimmy Fallon. It also targeted Telemundo. (what the hispanic community would be likely to watch)

Other ways in which the film was promoted was through Facebook campaigns such as offering free tickets when sharing a photo of minions. Twitcams on Twitter allowed the stars of the movie to promote the film.

"Watch and win" was the process of giving away free tickets if the audience had a promo code which are shown on NBC channels which are owned on Universal as well as on kids programmes on Telemundo such as promotion on 'Dora the Explorer' targeting the hispanic children as well as their parents if they are watching.

Finally, there was a minion app which is an interactive game with the minions. App features exclusive extras such as trailers.