The release of Wicked on the big screen has brought a new wave of excitement for fans, but it’s also raising some questions about theater etiquette. In just a few days since the movie’s premiere, social media has been flooded with clips and photos from moviegoers who can’t resist sharing their Wicked experiences, sometimes even in the middle of the film.
The Rise of Social Media in Moviegoing
It’s no secret that social media has changed the way we experience movies. Fans are no longer just watching films they’re also sharing their experiences with followers on platforms like TikTok and X (formerly Twitter). Videos of Wicked’s iconic song “Defying Gravity” are everywhere, and some people are even going viral for asking others to post their own photos from the movie. While it’s clear that fans are excited, many critics are starting to wonder: Is this behavior disrespectful to the movie theater experience?
Is Movie Etiquette Dying?
Traditionally, when the lights go down in a theater, people are expected to silence their phones and focus on the movie. However, the rise of social media and streaming services has shifted how people engage with movies. In recent years, people have been conditioned to share everything, and film marketing campaigns have only added to this trend. Movies like Barbie and Oppenheimer encouraged audiences to dress up for screenings and share their outfits on social media. Now, Wicked fans are getting in on the action, showing up in green or pink attire (or even full-on green face paint) to pay tribute to the film’s main character, Elphaba.
The 4Dx Experience: A New Way to Share
Another recent trend is the popularity of 4Dx screenings, where viewers experience physical effects like motion seats, water sprays, and scents during the movie. These immersive features have created buzz online, with many moviegoers filming themselves reacting to the experience. TikTok has become a key platform for this content, with influencers and regular viewers alike sharing their 4Dx reactions.
Movie Marketing and Social Media Integration
Movie studios are increasingly using social media to promote films. Brand partnerships and influencer campaigns are now common ways to generate excitement for upcoming releases. For instance, Wicked and other big blockbusters are tied to merchandise, collaborations, and even TikTok trends. This kind of marketing suggests that moviegoers aren’t just watching films they’re participating in a larger cultural moment that’s meant to be shared.
The Challenge of Balancing Social Media with Theater Etiquette
While the urge to share personal reactions and experiences online is understandable, it can sometimes interfere with the communal aspect of watching a movie in a theater. Posting during a movie, whether it’s a scene from the film or a selfie with your popcorn, can disrupt the viewing experience for others. The act of filming or posting in-theater might also cause some viewers to lose focus on the movie itself.
A New Kind of Moviegoing Experience
The lines between watching a movie and sharing an experience are increasingly blurred. Fans are finding new ways to enhance their moviegoing experiences, whether it’s through themed outfits, TikTok videos, or immersive screenings. While these activities create a sense of community, they also raise important questions about respecting the movie theater as a shared space.
Is Social Media Changing How We Watch Movies?
The Wicked movie craze is a perfect example of how social media has transformed the moviegoing experience. While it’s clear that people are excited to be part of these cultural moments, it’s also important to remember the theater’s role as a place for communal viewing. As movies become more entwined with social media content, we’ll likely continue to see new trends, both positive and disruptive, emerge in the way we watch films in the theater.