‘Minions’ $593 Million Publicity Spree Points to Film Profit

Universal Pictures is undertaking one of its biggest-ever marketing campaigns to promote “Minions,” an animated spinoff film about yellow creatures that’s poised to join the $1 billion box-office club.

The studio has decorated theaters with giant Minions, put yellow labels on half a billion Chiquita bananas and joined with more companies than ever, including Amazon.com Inc., General Mills Inc., McDonald’s Corp., studio parent Comcast Corp. and Snapchat Inc. Partners alone have delivered $593 million in ads and promotions, Universal said.