Wicked Is More Than Just a Hit. It’s Proof That the Traditional Way of Going to the Movies Is Dying

Wicked is an absolute success and continues to break records. The much-anticipated film has grossed more than $330 million in three weeks, making it the fourth highest-grossing musical in history. Additionally, it’s the fourth film to surpass the $300 million mark in 2024, alongside major successes such as Inside Out 2, Deadpool & Wolverine, and Despicable Me 4. What’s more, projections suggest that it’ll soon surpass Despicable Me 4 and secure a spot among the three highest-grossing films of the year.

Is this piracy? Who cares. Since the day of the premiere, social media platforms have been filled with videos recorded on phones by moviegoers. X and TikTok users have shared clips from the film, including the epic ending. Whether these are spoilers or acts of piracy doesn’t matter. The videos express the fans’ pure joy and admiration for the film. Interestingly, Universal Pictures has refrained from taking the usual actions against these users, such as reporting content for removal from the platforms.

All publicity is good publicity. Film studios know they can’t completely stop fans from recording clips and sharing them on social media. They also seem to concede that broadcasting specific footage won’t harm box office sales. Quite the opposite–it often sparks the curiosity of potential viewers. One top film executive told Variety, “Something has happened post-pandemic where movie theater behavior has really changed.”

A different relationship. The executive adds that viewers now have a “different relationship with the material, it’s all just content to them.” Deadpool & Wolverine is a good example of this. Fans shared clips of their reactions to the several cameos in the film. Even Ryan Reynolds, who stars as Deadpool, reposted some of these videos.

Whether this is part of a business strategy or simply a result of Universal not paying attention, it has an unexpected benefit. Audiences aren’t just cheering at the screen or recording the scenes but are also singing along to the songs. Cynthia Erivo, who plays Elphaba in Wicked, supports this fan behavior: “I’m OK with [fans singing in the theater]. We spent this long singing it to ourselves, it’s time for everyone else to join in. It’s wonderful.”

A sign of devotion. While some experts deem this behavior “intolerable” due to the disruptions it causes, clips and photos continue to flood social media. Companies like AMC Theaters have initiated advertisements and campaigns pleading with audiences not to sing during films. However, Universal Pictures seems to be embracing this trend after it announced that 1,000 sing-along screenings will be offered across the U.S. on Christmas Day. The audience will be able to watch the film and sing along to the lyrics with no one’s watching.

Image | Universal Pictures

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