The excitement surrounding the release of Wicked hit a fever pitch this past weekend, but with it came a frustrating new reality: movie theater etiquette seems to be a thing of the past. Director John M. Chu’s film adaptation of the hit Broadway musical, featuring Ariana Grande as Glinda and Cynthia Erivo as Elphaba, had audiences lining up to sell-out screenings all over the world. However, as many fans flocked to theaters to experience the magic on the big screen, others found themselves flooded with spoilers on social media—reminders that not everyone is playing by the same rules when it comes to the moviegoing experience.
Let’s face it, spoilers aren’t new, but the recent Wicked premiere has shined a spotlight on the issue of respectful behavior in movie theaters. While fans in theaters were hoping to enjoy the movie's most iconic moments without the risk of being spoiled, social media platforms like TikTok, Instagram, and X (formerly Twitter) quickly became a spoiler-free zone, or rather, spoiler-packed zones. Videos and photos from inside theaters surfaced online within hours of the movie’s opening, including clips of beloved scenes like “Defying Gravity” and “Popular.” The result? A serious uproar.
For those who didn’t manage to grab tickets for the opening weekend, many found themselves faced with full scene uploads and sneak peeks of the movie, often featuring the most thrilling moments of the film. This was more than just an annoying inconvenience for many Wicked fans—it was a blatant disregard for the shared moviegoing experience, leading to some heated debates about the “rules” of movie theater etiquette. After all, going to the movies is an experience. The magic lies in the collective excitement of sharing that moment with others, free from the fear of spoilers.
On social media, especially on X/Twitter, one post went viral, showing the opening credits of Wicked with a call for fans to share their own movie photos. The post quickly amassed over 18.4 million views and 2,100 comments, igniting a firestorm of reactions. While some were simply excited to share their experiences, others were less than thrilled. Fans voiced their frustration over the blatant spoiler-sharing, with many calling the actions “disgraceful,” “disrespectful,” and “illegal.” One user tweeted: “Theater etiquette is dead.” Another wrote: “It’s people like you that ruin cinema experiences.”
The viral post sparked a wider conversation about the rules we’re expected to follow when we attend a movie screening. For many, the experience is sacred. It’s not just about the content on the screen—it’s about being part of a shared collective moment. The magic of Wicked was meant to be enjoyed in full, without interruptions from phones or spoiler-hungry viewers. In fact, the renowned cinema chain, Alamo Drafthouse, chimed in on the discussion with a simple yet firm message: “Or, don’t do that.”
This isn’t just a random debate; it’s a clash of cultures. We live in an age where social media dominates our daily lives, making it easy to share experiences instantaneously. But the lines between personal experiences and public sharing have blurred, especially when it comes to movie spoilers. The issue has become a point of contention among audiences—many of whom just want to experience the movie firsthand, without it being ruined by someone’s eagerness to post online. This is where the age-old debate about spoilers in the cinema comes into play. Should you spoil the movie for others in the name of sharing? Or should you respect the collective theater experience and hold off on those posts until everyone’s had a chance to see it?
What’s even more frustrating is the fact that some theaters had already issued reminders before the Wicked release, emphasizing the importance of good theater behavior. AMC Theaters, for example, ran a Wicked-themed preshow video with a cheeky reminder that in their theaters, “silence is golden.” This wasn’t just a suggestion; it was a rule. The advisory made it clear that moviegoers should refrain from talking, texting, singing, or even wailing during screenings, ensuring that everyone in the theater could enjoy the magic of the movie without interruptions. For a movie as beloved as Wicked, this message seemed essential, as fans have long been eager for a high-quality cinematic adaptation of the Broadway musical. However, despite these reminders, many fans still chose to disregard the advice, causing a stir both inside and outside the theaters.
From a box office perspective, Wicked: Part One had a stunning opening weekend, grossing an impressive $114 million in the U.S. and Canadian markets alone. Internationally, it raked in $50.2 million, bringing the global total to a solid $164.2 million. This was a strong start for the film, especially considering the competition it faced from other big releases. However, when compared to last year’s Barbenheimer phenomenon—where Barbie and Oppenheimer both earned huge sums in their respective opening weekends—the combined performance of Wicked and Gladiator 2 fell a bit short. Barbenheimer earned a record-breaking $244 million in the domestic market, far surpassing Wicked’s opening tally of $169.5 million.
Despite the challenges posed by spoilers and cinema etiquette debates, Wicked’s debut has been a major moment for the movie industry. It shows that musicals are a powerful genre with massive fan followings, and it underscores the growing influence of social media in shaping our collective moviegoing experiences. But the issue also raises an important question: as movies become more accessible online, how do we ensure that the magic of the theater experience remains intact?
In an era where spoilers are just a click away, movie theaters and fans alike will need to decide how to balance the growing influence of social media with the need for in-theater etiquette. It’s clear that fans of Wicked—and movies in general—want their experiences respected. Whether you’re sharing moments on social media or enjoying the spectacle in the theater, it’s important to remember that the magic of cinema is something to be shared responsibly. After all, a movie is an event, and it’s best enjoyed with everyone experiencing it for the first time—together.
As we reflect on the success of Wicked and the controversy surrounding spoilers, it’s worth considering the role of social media in shaping our movie experiences. Should we be more mindful of the impact of spoilers on fellow fans? Or is the desire to share our excitement just part of the modern moviegoing culture? One thing’s for sure: the debate over movie theater etiquette isn’t going anywhere, and it’s up to all of us to find a balance between enjoying the experience ourselves and respecting others who want to do the same.
Login