WASHINGTON – The film industry is making significant efforts to bring audiences back to theaters following the COVID-19 pandemic and various labor disputes. With the release of large-scale productions like “Wicked” along with the competing hits “Barbie” and “Oppenheimer”, the industry is emphasizing these films as significant cultural milestones.
However, the designation of certain films as “events” sometimes leads to unexpected audience behaviors. During the screening of “Taylor Swift: The Eras Tour” last fall, fans filled theaters with cheers and dance, sharing such moments across social media platforms. Similarly, audiences at early showings of “Wicked” expressed their enthusiasm, much to the annoyance of some cinema-goers. A widely-shared TikTok video featured a woman dressed as Glinda, passionately reminding her fellow audience members to refrain from singing and let the main performers shine.
As people gradually shift from watching films in the comfort of their homes back to theaters, a surge in attendance has sparked a spirited online conversation regarding appropriate audience conduct. When asked about singing in the theaters, Cynthia Erivo, who plays Elphaba in “Wicked,” expressed her support for the trend, stating that it’s a joyful experience and that others should join in. Similarly, Dwayne Johnson, who lends his voice to Maui in “Moana 2,” suggested that those who’ve invested in a ticket should feel free to sing along.
This sentiment found its share of critics, with some audiences questioning why their enjoyment should be compromised by others attempting to sing. Two pressing issues remain at the forefront of these discussions: appropriate movie theater behavior and the balance between spectating and participating.
Participation through singing is, in fact, a long-standing tradition in theater settings. Alamo Drafthouse Cinema and ACX Cinemas, two notable chains, have reported minimal disturbances during screenings, suggesting that disruptions are not commonplace. Ross Melnick, a film and media studies professor, noted that sing-along screenings have been a vital part of the cinematic experience for over a century. However, he emphasized that audience singing typically occurs within designated environments that encourage collective engagement.
Historical practices of audience participation reflect America’s evolving cinema culture. Esther Morgan-Ellis, the author of “Everybody Sing!: Community Singing in the American Picture Palace,” pointed out that in the late 1920s and early 1930s, sing-alongs were often part of the viewing experience, with live organists playing popular songs alongside lyrics projected for the audience.
The discourse around proper theater etiquette has been ongoing for decades, once raising fundamental questions about suitable conduct, lighting during films, and even segregation within theaters until the Civil Rights Act of 1964 mandated change. Melnick remarked on the diverse opinions that drive these conversations about the cultural significance of movies theatres.
In 1944, MGM released a short film titled “Movie Pests,” which humorously warned against disruptive behaviors in theaters, addressing not just common annoyances but also emphasizing proper conduct of the era, like using hat racks.
While participation can sometimes become chaotic, theater chains are adapting to meet audience desires. Alamo Drafthouse has a strict no-talking policy but embraces audience character interactions by hosting special events. The chain allows visitors to dress up as iconic characters and promotes themed screenings, like sing-along showings of “Wicked,” making it clear where audience interactions are welcomed.
Michael Barstow from ACX Cinemas observed that the excitement around such viewings is often what draws audiences into theaters. He described the atmosphere surrounding Taylor Swift’s screenings as more of a social event or dance gathering, not merely a film viewing. Such insights have sparked theaters to explore new ways to enhance viewer experiences.
To further entice moviegoers, theaters have expanded their offerings. ACX Cinemas organized promotional events featuring actors in character costumes and special themed food options. Similarly, as audiences have gravitated toward more immersive experiences, theaters have refurbished their seating to offer greater comfort and introduced dining services directly at patrons’ seats.
Alamo Drafthouse’s “movie party” events allow attendees to interact without the usual restrictions on phones or talking. These gatherings have encouraged fans to engage in themed activities, from throwing props during screenings to dressing up for special events.
While unconventional viewing practices, such as those developed around “The Room” and “The Rocky Horror Picture Show,” have entertained dedicated audiences for years, the industry’s current focus is on embracing creativity in viewer experiences. As the future unfolds, cinema chains are keen on exploring innovative ways to ensure that moviegoing remains a fun and engaging activity.
