I don't think it's as big as Universal spent on Minions. I've never seen a movie in my country being heavily marketed like Minions before, they're literally everywhere.
I think it's too early to judge Minions having good holds or bad ones. Some movies hold pretty well in their first 2 weeks then crash and burn in later weeks. On the other hand, some holds pretty terrible in the 1st week but have quite amazing late legs.