Moviegoing in the Age of Return: Dancing, Singing, and Audience Behavior
As cinema continues its quest to attract audiences back after the disruptions caused by COVID-19 and recent labor strikes, the release of major films like “Wicked,” alongside the simultaneous openings of “Barbie” and “Oppenheimer,” have been positioned as significant cultural milestones. However, when films earn the title of “events,” they sometimes incite different types of audience participation.
Last fall, during the screenings of “Taylor Swift: The Eras Tour,” enthusiastic fans took to dancing and singing along in theaters, sharing their experiences widely on social media. A similar scenario unfolded for early screenings of “Wicked,” where viewers expressed their excitement, which sometimes frustrated those looking for a traditional movie experience. A video featuring a woman dressed as Glinda the Good Witch went viral, where she humorously chastised the audience for singing over the performances: “I’m here to hear Cynthia and Ariana sing, not you.”
As audiences gradually adapted back to enjoying films in theaters, the rising attendance has sparked heated discussions online regarding the expected etiquette during movie viewings. Cynthia Erivo, known for her role as Elphaba in “Wicked,” expressed her support for the idea of singing along, stating it’s a delightful practice that others should partake in. Similarly, Dwayne Johnson remarked that patrons should feel empowered to sing if they’ve invested their hard-earned money in a ticket.
Yet, opinions clash online with many asserting their right to experience a movie without unauthorized participation. One user expressed frustration, stating, “I paid my hard-earned money for a ticket too, and I don’t wanna hear y’all attempting to sing.” This ongoing debate raises pivotal questions about appropriate behavior in movie theaters and when it’s acceptable for viewers to engage as active participants.
Despite the discussions around unruly behavior, actual disruptions in theaters seem to be minimal. Alamo Drafthouse Cinema, known for its diverse programming, and ACX Cinemas noticed no significant disturbances regarding singing in relation to “Wicked.” Ryan Noonan, spokesperson for AMC, echoed this sentiment, stating there had been virtually no complaints regarding disruptive singing.
The instinct to join in during film viewings isn’t a recent phenomenon. Ross Melnick, a film and media studies professor, notes that sing-along screenings have been a part of the cinema experience for over a century, typically happening in designated settings where audience participation is anticipated. Esther Morgan-Ellis, author of “Everybody Sing!: Community Singing in the American Picture Palace,” highlights that film screenings in the late 1920s often featured live sing-alongs led by an organist, encouraging audience interaction.
While audience behavior has been a topic of debate, other social issues have historically also sparked contention in theater settings. From concerns regarding the moral implications of dark theaters to the light levels during screenings, each aspect has generated discussion. Notably, the segregation in movie theaters persisted until the Civil Rights Act of 1964.
Melnick reflects on America’s non-monolithic nature, emphasizing how societal behaviors can be understood through the lens of cinema. He cites MGM’s 1944 short film, “Movie Pests,” which cautioned viewers against disruptive actions—a concern that remains pertinent today along with etiquette norms of the past.
In modern cinema, audience engagement has shifted towards more spontaneous forms of participation. An online incident involving an Ariana Grande fan account prompted a wave of backlash when it encouraged sharing scenes from “Wicked.” While some engaged positively, others responded with sarcasm, and Alamo Drafthouse reminded users of its strict no-talking policy, underscoring respect for the film experience.
Recognizing audience desires, theaters have begun to offer specialty sing-along showings of films like “Wicked.” The Main Cinema in Minneapolis scheduled specific nights for audience singing, while Universal Pictures launched dedicated sing-along screenings post-Christmas. Michael Barstow of ACX Cinemas viewed enthusiastic audience behavior during “Taylor Swift: The Eras Tour” as part of the attraction, advocating for a more relaxed atmosphere where viewers can freely dance and celebrate their shared love of the film.
To draw viewers back into theaters, cinema operators have diversified their offerings, including themed experiences. For instance, ACX has hosted brunches and character meet-and-greets related to “Wicked,” while unique popcorn buckets accompany films like “Dune 2.” Moreover, cinemas are transforming their spaces with luxurious seating and gourmet options to enhance the viewing experience.
Alamo Drafthouse’s innovative “movie party” events invite interaction while temporarily lifting their no-phone ban, allowing attendees to engage more closely with the cinema experience. Special events have featured activities such as throwing fake money during “Magic Mike XXL” or dressing up for themed tea parties of films like “Pride and Prejudice.”
While unique theater experiences are gaining traction, long-established traditions of interactive screenings for films like “The Room” and “The Rocky Horror Picture Show” continue to invite audiences to adopt unconventional viewing habits. Enthusiasts often gather to synch their responses, toss props, and enact scenes.
Barstow emphasizes the exciting potential for creativity in cinema post-pandemic, recognizing that this transformative period calls for innovative approaches to engage audiences in meaningful ways.
