DESPICABLE ME

The film follows super-villain Gru (Steve Carell, 'Beautiful Boy', 'The Big Short') who, with his yellow pill-shaped minions (Pierre Coffin, also the film's co-director), plans to steal the moon. However, his villainous cold heart begins to change when he adopts three orphans, Margo (Miranda Cosgrove, 'The School of Rock', Netflix's 'Mother of the Bride'), Edith (Dana Gaier) and Agnes (Elsie Fisher, 'Eighth Grade', 2019's 'The Addams Family').

'Despicable Me' became the 9th-highest-grossing film of 2010, which was already a historic year of animation. 'Toy Story 3' became the first animated film to cross the US$1 billion mark, the final 'Shrek' film (at the time) was released, Disney was entering it's revial era with 'Tangled', the most expensive animated film ever made and DreamWorks released with the first 'How to Train Your Dragon' film. All of these films made the top 10 films of the year, and for 'Despicable Me', a film by a new animated studio, to not only be in that conversation but to beat 'Dragon', is huge.

One thing that aided in its success was the gigantic marketing campaign for the film, and with each instalment, that only grew and grew. When a 'Despicable Me' or 'Minions' film releases, you can't leave your house without seeing a Minion invasion. The original film proves the power of a successful marketing campaign, especially in comparison to Disney just recently with 'Elio' (and any of their original animated films post-COVID-19 pandemic). When audiences know about a film, especially when it comes to the family demographic, it can be a huge success if backed correctly.

Since its 2010 debut, the franchise has only continued to grow. The main series just released its 4th entry, and the 'third film' of the spin-off prequel series focusing on the 'Minions' is scheduled to release in 2026. The six released films have grossed US$5.6 billion worldwide, making it the highest-grossing animated franchise of all time, a whopping US$1.6 billion ahead of the second-highest grossing animated franchise, 'Shrek'. It sits US$300 million behind the 'Middle-earth' franchise when looking at all gross takings for film series worldwide. When you also add in the US$6 billion the franchise has made from merchandise sales, 'Despicable Me' sits right ahead of 'Star Trek' and is about to eclipse the 'Warcraft' franchise. Through short films, theme park attractions and toys, Illumination's impact on the animation industry was huge and would help usher in box office success of animated features.

Since 2015, the top films of the year have all featured animated films, with 2024 seeing five animated films making up the top 10, including 'Despicable Me 4'. While still being family content, animated films are now one of the biggest earners at the global box office. While Disney's animated films were blockbusters, action films always dominated. The arrival of 'Despicable Me' and the live-action remakes brought family entertainment to the forefront. In an IP-driven box office, animated films continue to be some of the most stable offerings for studios to turn a profit.

Having said all this, 'Despicable Me' is a success because of the quality of the first film. It's a really funny and heartfelt kids' film, the minions are as annoying as they have become due to Facebook Mums. Back in the original film, they are used really well, and the relationship Gru has with his adoptive girls is given a really sweet emotional weight.

Grab a banana and let out your best "Bello!" for the anniversary of this modern animated titan.