Are Popcorn-Slinging Fans Saving Movie Theaters?

Social media has influenced real-world behavior as far back as the cinnamon challenge. Some trends are more impactful than others, and with the advent of TikTok, the longevity of these fads depends on the craze surrounding them. A recurring theme in the last couple of years, however, has been young people’s reactions to certain feature films. That’s right, we’re going back to the movies.  

What is a Chicken Jockey, and Why Am I Covered in Popcorn?  

A Minecraft Movie released in early April, and chances are you’ve heard some rumors about what happens in theaters while this movie is showing. Specifically, people have been throwing popcorn and slushies while yelling “chicken jockey” during a scene where a zombie is released from a crate and rides on top of a chicken. Of course, these chaotic theater experiences are going viral on TikTok, leading to an unspoken competition to see who can perform the craziest stunt during the movie. More popcorn is being thrown, more slushies are being spilled, more people are screaming, and someone even snuck in a live chicken.   

Understandably, theaters are upset about the unbelievable messes and hordes of people disrupting, and sometimes damaging, the properties. Many showings have been cut short to escort especially rambunctious patrons out of the theaters, and in some cases, the police have been called to put a stop to these shenanigans. Other theaters are posting signs and making announcements before screenings,  or closing concession stands while the movie is playing.  

I have a lot of sympathy for those poor employees who have to sweep up an unholy amount of popcorn and trudge through sticky slushie residue at the end of a showing just to do it again in two more hours. I hate the thought that families are spending their hard-earned money on movie tickets for everyone, just for the movie to stop halfway through because of all the disruptions. My heart also goes out to that poor chicken, who was probably scared to death in that dark, loud room full of college kids. An important fact remains, though: A Minecraft Movie is selling out during a time when movie theaters are struggling to stay open.  

 

Steve is Saving the Theaters  

In his Oscars acceptance speech, director Sean Baker brought attention to the theaters across the US that are closing at alarming rates. He remarked that “the theater-going experience is under threat,” citing the 1,000 theaters that closed during the COVID-19 pandemic in 2020.  

Meanwhile, A Minecraft Movie is breaking record after record, beating out box office successes like Super Mario Bros and Barbie. If rowdy fans and TikTok trends are keeping theaters open, how quick should we be to  condemn these moviegoers? There’s obviously a line when it comes to causing a scene in public, even if it’s just for fun, but there’s a middle ground somewhere. Last year’s hit movie musical Wicked proved that.  

When fans were upset that other patrons were belting out the lyrics to songs like “Popular” and “Defying Gravity,” movie theaters began showing separate “sing-a-long” versions of the film. There is a big difference between someone wanting to let out their inner Ariana Grande and someone starting a food fight in the middle of a movie theater, but I think theaters can take a similar approach for A Minecraft Movie. After all, the film is being called this generation’s Rocky Horror Picture Show, and that movie is still upheld and re-released in theaters as a cult classic. Surely, there’s a way to create a louder, rowdier experience for fans who want it while keeping traditional screenings for people who just want to watch the movie. Of course, ground rules need to be set, and we need to leave the live chickens out of this, but if this many people are paying to see a movie at a time when movie theaters are seriously struggling, maybe theaters shouldn’t push the crowds away.  

The After-Credit Finale 

In the end, you can’t choose how consumers (and the internet) will respond to a new product or experience. What you can choose is how your business reacts. Don’t put your customers into a box by asserting that they’re enjoying your product the wrong way; appreciate that they’re enjoying your product and double down on what they like. In fact, several well-known brands started out as something completely different. Listerine started out as a surgical antiseptic; Play-Doh was originally a wallpaper cleaner; even TikTok started out as Musical.ly, and was created as a place to share dances and lip-syncs. Today, there’s a wide variety of educational and informational content, all because of the people using the platform. The consumer makes all your big business decisions at the end of the day, and the brands that cater to them will be the ones to succeed.  

At BSM Partners, we have a highly skilled Branding, Strategy, and Marketing practice that can help your business understand what your consumers like and how you can use that to your advantage. Don’t restrict your loyal customers; give them the freedom to use your products in the way that works for them. And maybe give A Minecraft Movie a little watch—it’s actually pretty funny.  

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About the Author

Cady Wolf is an Analyst Intern at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.