During Wicked's remarkable opening weekend at the box office, a significant stir was caused by viewers taking photos during movie screenings. This action has sparked a heated debate among film fans regarding proper theater etiquette. Some believe that such behavior defies the decorum expected in a movie theater, while others argue for a more lenient approach.

Unraveling the Controversy of Wicked Viewers in Theaters

Impact on Theater Etiquette

Wicked viewers' act of taking photos during screenings has led to a divide among film enthusiasts. As seen during the musical's opening weekend, devotees shared images on social media, which sparked various responses. USC School of Cinematic Arts professor emeritus Jason E. Squire emphasizes that any cell phone usage is distracting in a darkened theater and should not be allowed. Premium theater chain Alamo Drafthouse, known for its strict policies, responded with "Or, don't do that." They work with influencers to provide awareness before movies start and encourage patrons to notify staff of any disruptive behavior.This incident highlights the ongoing struggle between the desire for self-expression through social media and the need for a quiet and immersive movie-watching experience. It shows how different theater chains have different approaches to handling such situations.

Box Office Success and Industry Implications

The Wicked movie had a magical start at the box office, making history with the best opening weekend for a Broadway musical adaptation. Despite the 2024 summer box office being down 10 percent from the previous year, the impact of recent Hollywood strikes was not as severe as expected. This success indicates that young and social media-savvy audience members can play a crucial role in supporting the industry.However, some exhibitors have chosen not to rely on social media trends. For example, The Art Theatre in Long Beach, California, plays second-run titles after the Academy Awards ceremony. They have no plans to show Wicked or Gladiator II and instead focus on other titles. This shows that there is a diversity of strategies within the industry when it comes to movie screenings.

Technology and Changing Social Norms

The advent of smartphones has gradually shifted our society towards prioritizing individual needs over group ones. This is evident in the debate over singing along to theatrical musicals. AMC Theatres and some chains have set up separate sing-along events to accommodate enthusiastic viewers while still discouraging singing during regular screenings.John Bucher, executive director of the Joseph Campbell Foundation and story consultant for various projects, points out that this shift in values has led to a decline in rudeness and civility. Encouraging photo-taking during a movie sends a message that the virtual community is more important than the physical one in the theater.In conclusion, the Wicked viewers' photo-taking incident has exposed the complex issues surrounding theater etiquette and the impact of technology on social norms. It remains to be seen how the industry will continue to navigate these challenges and find a balance between individual expression and communal experience.