Movie Marketing Picking up the Spare

Picking Up the Spare: Sing, Lion



  • The cast – and their animated alter-egos – appeared on Fallon to an acapella version of Paul McCartney’s “Wonderful Christmastime” that included MacCartney himself.
  • Illumination got their Minions involved in a short MST3K-like video to help promote the movie.
  • The studio partnered with the Lumyer app to bring movie-branded augmented reality to that app’s users.


  • A new “online trailer” has been released that touts the movie’s awards nominations so far and makes the case to come see this heartwarming tale around Christmas.