Movie theater etiquette is dead. Piercing shrieks, uproarious applause and exuberant obscenities echoed throughout Metro Cinemas in downtown Eugene Saturday night, as hoards of spirited fans experienced the film adaptation of the smash-hit Broadway musical “Wicked.”
Directed by John M. Chu, the film was initially announced by Universal Pictures in 2012. After years in development and numerous production delays, “Wicked” premiered nationwide on Friday, with pop star Ariana Grande and Tony Award winner Cynthia Erivo inhabiting its co-leading roles.
Backed by a massive marketing campaign that partnered with more than 400 corporate brands for promotional material, “Wicked” opened to a whopping $114 million at the domestic box office.
A fan of the Broadway production, moviegoer Dustin Shample came to the theater for one reason. “I’m going to sing my ass off,” Shample said.
Not long after the previews concluded and the boisterous, green and pink-adorned crowd settled into their seats, Shample and a smattering of others quickly proved they would do much more than sing along.
For some members of the packed audience, the constant commotion was an irritating distraction.
Eugene resident Cameron Graham-Mask is an avid fan of the musical and the extended “Wizard of Oz” universe. Having seen the play and read the novel countless times, he was excited to witness the story unfold on the silver screen. Though he thoroughly enjoyed the film, Graham-Mask was annoyed by some of his fellow spectators. “I understand everyone is passionate and trying to have a good time,” Graham-Mask said. “But it took me out of the magic.”
Metro Cinemas patron Nicholas Maddox, brought along by his musical-loving boyfriend, found the movie enjoyable but repetitive. Most of his amusement stemmed from the heated verbal altercations that arose throughout the screening as perturbed viewers tried to hush their rambunctious neighbors. “Their reactions were more entertaining than the movie,” Maddox said.
Despite his appreciation for the show’s iconic musical numbers, moviegoer Nick Gudem had no clue that a “Wicked” movie was in the works — until its existence became inescapable. The film’s seemingly unlimited advertising campaign extended its reach to Starbucks drinks, Xfinity commercials and social media. “There was even a ‘Wicked’ themed Snapchat story that popped up,” Gudem said.
Cammi Ganshert, who sang the show’s most notable song, “Defying Gravity,” for a childhood audition, became aware of the film due to an online controversy surrounding a fan-made poster. However, it was Grande’s inclusion in the film that encouraged her attendance. “I love Ariana Grande,” Ganshert said. “I’m excited to see how she sings in a non-pop atmosphere.”
Subjugated to constant exposure to the film’s outrageous distribution tactics, I was well aware of the film’s preliminary outrageous hype and widespread online discourse. While I might not have accessed the same passion as those beside me, I was happily impressed with “Wicked.”
On top of their magnetic chemistry, Erivo and Grande lead vibrant, well-choreographed musical numbers. From the fantastical costuming to the transportive production design, Chu directs a magical experience that achieves precisely what it intends to. Had it not been for its egregiously muddy visual backdrops and repetitive humor, “Wicked” might’ve had a shot at my complete critical approval.
Drawing rowdy fanatics, musical theater dabblers and intrigued, unbeknownst moviegoers, the “Wicked” premiere was anything but ordinary. With “Wicked Part Two” slated for a 2025 release, audiences will clash over cinema etiquette once more.
Popcorn rating: 3.5/5
