Some UK cinemas have banned groups of young people wearing suits during screenings of Minions: The Rise of Gru.
The decision came after some young moviegoers were criticised for rowdy behaviour after a viral trend erupted on the social media app TikTok.
The trend involves large groups of teenage boys, who call themselves The Gentleminions, filming themselves going to watch the latest instalment in the Despicable Me franchise dressed in suits.
The movie is panned in the reviews. So, how do you get folk to go watch it? Create something viral which works off the standard human crowd behaviour lark.
Somewhere out there there’s a PR bod awaiting a very large bonus this year.