As a seasoned gamer and moviegoer with decades of experience under my belt, I must say that the debate over cell phone usage during movies has become as tiresome as a level boss you can’t seem to beat on your first try. In my early days, we didn’t have smartphones, let alone social media platforms urging us to share every moment of our lives. But times change, and so should our etiquette.
Some moviegoers have sparked controversy by snapping pictures during film showings, causing a portion of cinema enthusiasts to believe that these behaviors disregard proper etiquette.
Over the record-breaking opening weekend of “Wicked” on the big screen, I joined countless other musical enthusiasts in posting our photos from the movie to social media. This wave of sharing was sparked by a viral post from an Ariana Grande fan account, which simply said, “Show us your ‘Wicked part 1’ pics.” While many users happily complied, sharing their own snapshots of the performance, there were also quite a few responses that were less than welcoming, urging theater management to eject these photo-taking fans.
In a darkened theater, any cell phone is undeniably disruptive, including those being covertly used. As Jason E. Squire, professor emeritus at the USC School of Cinematic Arts and host of podcast The Movie Business, expressed to The Hollywood Reporter, such behavior is unacceptable and should not be tolerated in cinemas screening any film.
Alamo Drafthouse, a renowned premium cinema chain, advises patrons to avoid disturbing behavior or phone use, and in response to a viral post, they simply stated, “Just don’t do it.” They clarify to THR that they collaborate with influencers for movie screenings awareness, but any chances to share images from the cinematic experience will be given before the film starts.
According to Alamo Drafthouse’s chief marketing officer Chaya Rosenthal, they firmly believe in no phone usage during movies. While some people may desire to express themselves and share their movie experiences on social media, we encourage this behavior before the film begins, allowing guests to snap photos and enjoy that experience in our lobbies instead of during the actual screening.
In the tale of Oz’s characters before Dorothy’s arrival, the film adaptation of “Wicked”, starring Grande as Glinda and Cynthia Erivo as Elphaba, kicked off its box office journey with a spellbinding start, setting a record for the top opening weekend for adaptations of Broadway musicals. Interestingly, despite a 10% decrease in summer box office earnings in 2024 compared to the previous year, which was attributed to recent Hollywood strikes, the film’s success indicates that the effects may not have been as severe as anticipated. Evidently, the entertainment industry can undoubtedly benefit from the enthusiasm and influence of a younger, socially active audience.
Some exhibitors, such as The Art Theatre in Long Beach, California, have chosen not to follow fleeting trends driven by social media. After the pandemic, this single-screen theater has shifted its focus to screening secondary releases for about six months following the Academy Awards ceremony. However, it will continue to show new titles until the end of this year. Interestingly, The Art Theatre has no intentions of showing movies like “Wicked” or “Gladiator II”. Instead, they plan to screen “Conclave”, “Maria”, and “Queer” in the upcoming weeks.
According to Kerstin Kansteiner, head of the nonprofit theater’s board, a manager conducts an inspection from the screen’s front to back for each film, primarily as a precaution against such occurrences being present. While it has happened a few times, it is not commonplace.
Universal DIDN’T provide a response concerning the matter, however, Rosenthal stated that film studios usually support Alamo’s firm stance against phone usage. Although studios have learned to capitalize on social media platforms such as TikTok for promoting films, they prefer videos of movies to be recorded either before screenings or in the lobby following the screening.
As a passionate gamer, I can relate this situation to my experience in gaming communities. Just like some games have rules about chat behavior or actions during gameplay, the theater has its own etiquette to maintain an enjoyable experience for all. For instance, when watching Wicked, AMC Theatres and other chains kindly ask us, the audience, to refrain from using our phones and singing along with the movie. However, to cater to those who can’t resist a good sing-along, special events have been set up where enthusiastic viewers can let loose and belt out their favorite tunes!
John Bucher, being the executive director of the Joseph Campbell Foundation, points out a shift in our society’s focus – one that increasingly caters to individual desires rather than collective needs. This transformation is attributed to the rise of innovative technologies like the smartphone.
Over a prolonged period, rudeness and politeness have been gradually sliding down our list of priorities, Bucher notes. Taking photos during a movie implies to those around us that an unseen group, who isn’t physically present, matters more than the people who are actually there with us.
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2024-11-27 02:25