A handful of recent film releases, most based on underlying properties with major licensing programs backing them, have been in the news lately for the in-theater behaviors of some of their fans. These audience members sing at key times, yell out dialog, throw things at the screen, or otherwise interact with the film, often spurred to do so through social media. The disruptive behavior has led some theater managers to ban the practice and kick offenders out and/or to set up special screenings just for fans who want to participate without ruining the experience for others.
This trend may be, in part, a symptom of general societal bad behavior. At the same time, it also shows the fans’ passion for the films and the properties behind them, as well as underscoring the value of communal and interactive experiences around favorite IPs. In addition, it helps bring people into the theaters (including audiences that can be hard to entice to feature films due to competition from video games or other pastimes), generating box office receipts at a time when they are needed.
Here are some recent examples of movie releases that attracted passionate fans—and associated behavioral issues:
- Minecraft. A Minecraft Movie, which came out last month, has seen meme-savvy audience members interact with various parts of the film, including yelling along when star Jack Black’s character Steve calls out “Chicken Jockey!,” in a scene that particularly appeals to avid players of the video game. Throwing popcorn and rolls of toilet paper can also be involved. Some theaters have experienced high levels of bad behavior during screenings, leading them to eject the perpetrators (sometimes even calling the police) and ban unaccompanied minors from showings. Some operators, including Regal Theaters and Cineworld, announced special Chicken Jockey screenings dedicated to rowdy fans.
- Wicked. The release of part one of the film version of Wicked last November resulted in audience members, some in costume, singing along with the songs in the film, most of which were familiar from the long-running stage production that many audience members had also seen, or its soundtrack. After receiving complaints, many operators banned the practice. Some, such as AMC and Alamo Drafthouse, arranged interactive sing-along screenings to appeal to fans who wanted to let loose, allowing the rest of the audience to attend the movie in peace. All told, about 1,000 theaters in North America offered participatory events. The topic of whether it was OK or not OK to sing along at mainstream showings became a hot topic on social platforms.
- Taylor Swift. The concert film of the singer’s Eras Tour, released in 2023, attracted an audience that leaned toward young girls and their parents, including those who couldn’t snag a ticket or afford to go to the live tour that was ongoing at the same time. The excited young fans, dressed in costumes representing their favorite era, often ran to the front of the movie theater for a mosh pit-like experience during the movie or sang and danced along in their seats. In this case much of the audience consisted of these super fans who knew all the lyrics and treated the experience like being at a live concert. But there were some complaints from more traditional theatergoers who simply wanted to view the film.
- Minions. The release of Minions: The Rise of Gru in 2022 saw teen and young adult fans, especially but not exclusively males, dressing up in suits and sunglasses and attending the movie with a group of similarly attired friends. Some brought bananas (a favorite Minion snack) or took photos of themselves and their pals with their hands in the “steeple pose” often used by main character Gru. Often multiple groups participating in the so-called Minions Gentlemen trend spontaneously joined each other to take photos and enjoy the film as a larger group. This fad was not as disruptive as some of the other examples cited here and was embraced and encouraged by Universal Pictures. But there were quite a few cases of mayhem, with the Gentlemen clapping loudly throughout the movie, for instance.
While these types of situations definitely seem to be occurring more often of late, driven by social media, the act of fans creating interactive experiences around certain films is not entirely new. A case in point: The Rocky Horror Picture Show, released in 1975. Even in its first run, there were midnight showings where audiences would applaud the heroes and boo the villains, yell out lines from the film and responses to the dialog and action, sing along to the songs, bring props, and wear costumes. The fact that these showings are still ongoing, keeping the movie top of mind for 40 years and counting, and creating new fans along the way, demonstrates the value of such shared and interactive experiences for fans of certain films and properties.
These fan-driven experiences can be a boon to a franchise in terms of generating awareness and strengthening fan loyalty—and maybe even spurring sales of licensed products—as long as they can be accommodated in a way that doesn’t alienate audiences who just want to watch a movie.
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