From ‘Wicked’ spoilers and 4DX footage, going to the movies is now a pleasure

There is a code of conduct for the multiplex experience, which is deliberately broadcast right before a film: When the lights dim, we turn off our phones and end all side conversations. However, if shipments from Evil The demonstrations across the country indicate that this code is not being followed.

In the few days since the highly anticipated musical film Evil When the film hit theaters, it was difficult to scroll through social media without seeing photos – if not entire scenes – of the film taken by viewers’ phones. Theater recordings from EvilThe signature number “Defying Gravity” can be found all over TikTok. One X user went viral for asking fans to post photos they took during the film. This immediately sparked discussion among film critics and cinephiles about the public’s lack of theater etiquette. But is it entirely her fault?

It’s safe to say that movie marketing tactics in recent years have taught people to watch movies – ready to pull out their phones. Not to mention the rise of streaming and years spent largely indoors during the pandemic have certainly played a role in the lack of movie theater etiquette.

In Barbenheimer’s spirit, films are meant to be shared not only with a room full of people, but also with others on social media. The endless merchandise and product tie-ins that come with IP films, as well as the more organic efforts to dress up for screenings, have turned the extremely mundane experience of sitting in a dark room for a few hours into “content.” But what happens to going to the cinema when it’s all about sharing?

Going to the movies for the gram

To make up for the losses caused by the pandemic, there are increasing incentives for people to get up from their couches and go to the cinema again. These innovations have certainly improved the movie theater experience beyond popcorn snacking, ultimately making it much more shareable and post-worthy online.

Since 2019, when AMC offered specially designed R2-D2 popcorn buckets to coincide with the release of Star Wars: The Rise of SkywalkerNovelties have made a big comeback. Now they’re an expected bonus when buying tickets to the biggest releases of the year. In recent years, AMC has been selling uniquely designed buckets and cups for hot movies like The Mario Bros. movie, Renaissance: A Film by BeyoncéAnd Dune: Part Two. The last film’s elaborately designed bucket – with an opening that resembled a sandworm’s mouth – attracted so much attention that it was featured in an episode of ” Saturday Night Live.

The 4Dx experience is another development in cinema that visitors keep reporting on. The immersive format, which includes moving seats and practical effects, gained popularity this year through word of mouth for films like Madam Web, TwisterAnd Deadpool and Wolverine. However, much of that word of mouth has taken place online, particularly on TikTok, where influencers and regulars film themselves being pushed around and splashed with water while the film plays.

Outside of theaters, studios are investing more and more money in elaborate marketing campaigns for their hottest films, most notably the 2023 box office hit Barbie and this year Evil. This publicity has largely manifested itself in endless brand collaborations, from luxury cars to Crocs, all designed to be collected and shared on social media with the film’s hashtag. The ubiquity of marketing suggests that if you don’t see these films in theaters, you’re missing out on a major monocultural moment.

Studios have also turned to influencers for early response to films. Sometimes these popular X and TikTok users are invited to preview screenings along with journalists. In more and more cases – like in… Gladiator II And Evil – You’ll get access to these films earlier than some critics.

With all these staged marketing films, it seems as if customers are finding unique ways to enhance the movie theater experience for themselves. For example, the “themed dressing” trend feels like a serious expression of film fan culture with organic roots. In the past, this trend was reserved for films associated with “nerd culture.” star Wars And Harry Potter. But “Barbenheimer” made this activity more of an instinctive habit for the average moviegoer. Without direction from a studio, everyone got the memo to wear pink to their performances Barbie and to a lesser extent, seeing black Oppenheimer. Since then, marketers have clearly taken notice. This seemed to be evident in a promotional video Blake Lively filmed for the domestic violence film earlier this year It ends with uswhere she asked ticket buyers to wear “their floral motifs” to match the theme of the film’s florist protagonist. The same phenomenon occurs Evil Performances where fans show up in pink or green clothing and even all-green face paint to imitate the main character, Elphaba. If fans weren’t planning on dressing up themselves, the pink and green marketing certainly suggested that it was a crucial part of the theater experience.

What happens to a community space when it’s all about content?

Since EvilSince the film’s premiere, moviegoers have been posting their reactions to the film — along with their themed outfits — on TikTok and X, often straight from the theater. One trend that has proven popular is a format in which a user posts themselves before the film begins with a hard cut to their emotional reaction during the credits or outside the theater. In other cases, people filmed themselves or the person next to them reacting to the film as they watched it.

Many of these emotional reactions are real. But the urge to expose oneself in the middle of the film suggests a misunderstanding or, in some cases, a complete disregard for the sanctity of cinema. At its worst interpretation, it shows a lack of respect for other people’s experiences in the theater.

This phenomenon has also become a problem outside of the theater. In the case of EvilMany users have posted photos of the film, including spoilers or key scenes.

Undoubtedly, studios’ recent embrace of influencers as marketers has something to do with it. In an article for the Hollywood Reporter, writer Pamela McClintock said that “advertising on television is more complicated and expensive” and that studios have had to explore different advertising avenues, including “TikTok, Snapchat, Instagram, YouTube and other platforms.” Similarly, influencers are now appearing at press conferences, activations and other events, which means going to the movies is also about engagement.

Entertainment reporter Raven Brunner says screenings have contributed to the problem of film releases by encouraging influencers and even critics to take photos and post them. “If you go to an early screening, there is a custom banner before the movie starts that you’re supposed to take photos of,” she says.

It’s hard not to draw a connection between the posts that circulate after a screening – be it from a movie review or a celebrity – to the average moviegoer taking photos during it Evil. Comedian and author Josh Gondelman believes this problem exposes moviegoers’ tendency to think of themselves as “creators” first. As a result, they end up prioritizing what they share with others over their own personal consumption.

“There are so many ways to say, ‘Hey, look at me.’ “I am a person in the world who deals with culture, which I find enjoyable,” he says. “But you can do it without the experiences of everyone else in the theater becoming secondary to those of your followers later.”

However, he does not believe that all film contributions are superficial and attention-grabbing.

“I always try to understand and appreciate people who, for example, do a long vlog reaction to something and just want to share their thoughts about art,” he says.

Still, there are basic rules of public behavior that people, especially in a younger, more online generation, struggle with. The last few years since the pandemic, during which we’ve spent most of our time indoors watching movies on streamers, probably haven’t helped.

At least these inevitable spoilers and leaked scenes show the enthusiasm for films (or at least certain titles). Perhaps there is hope that in a world where young people have been persuaded to watch films again, they can also be persuaded to turn off their phones.