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In contrast, other studios, notably Illumination, have surged forward, capturing the attention of families and moviegoers worldwide. Their approach—producing lower-budget, highly profitable animated features—has allowed them to dominate the box office. Illumination's enormous success with the Despicable Me franchise exemplifies this trend. The franchise, which began in 2010, has repeatedly broken box office records, earning nearly a billion dollars for each installment and demonstrating that a discipline of cost-effective but entertaining films can outperform Disney’s more expensive releases.