OfoUniversal Pictures and Illumination Entertainment’s animated family feature Despicable Me 3 has set a new opening day record in China with a 139 million RMB ($20.4 million) gross, including service fees. That surpasses the previous first-day PRC record for animation that had been set by the franchise’s prior film, Minions, which collected 121 million RMB ($17.5 million) on its debut Sunday back in July, 2016. The solid start sets up the picture for a roughly $65 million to $70 million opening weekend, about two-thirds the $99 million total of its North American debut a week ago. Illumination EntertainmentMost prominent among the promotions was a tie-in with bike sharing startup Ofo, which placed whimsically decorated yellow 'Minions' bicycles at its bike pickup/drop-off spots. After a concerted corporate effort, Universal persuaded government authorities to authorize the PRC release of Despicable Me 2 and its successor pictures.

Source: Forbes July 07, 2017 17:07 UTC