Cinemas across the UK are facing challenges in managing audience behavior following the release of A Minecraft Movie, which debuted to a record-breaking £15 million. As opening weekend of the film progressed, many theaters reported warnings of ejection. Places such as Renfrew Street Cineworld in Glasgow, Reel Cinema in Fareham and Ritz Multiplex in Northern Ireland endured loud singing and pokered behavior from a segment of viewers.
The viral TikTok trend “Chicken Jockey” has caused havoc at advance screenings. Consequently, damage and disorderly conduct have become the order of the day. In response, some theaters have gone to extraordinary lengths to ease the inconvenience, while acknowledging the overwhelming appeal of the film.
Audience Disruptions Reported
The UK Cinema Association confirmed that several cinemas experienced “unacceptable levels of disturbance and disruption” over the weekend. Cineworld Renfrew Street management claimed disruptions occurred at just about every showing. This turn of events made it extremely difficult for the regular movie-lover to enjoy the full experience of cinema.
“Such disruption is taking place during almost every showing and is ruining the movie experience for genuine cinema customers and destroying our screens.” – Renfrew Street Cineworld
After one screening, Ritz Multiplex was able to role play and illustrate some of these key issues. They shared a clip on their Instagram page, showing the disastrous clutter creation. Workers at this establishment were subjected to regular harassment and threats by patrons. It wasn’t just that those customers were disruptive, often those customers were participating in the disruptive behavior.
Special Screenings and Encouragements
Vue cinemas held special “Chicken Jockey” showings at their 4DX locations. This new effort will allow for greater audiences and a whole lot more chaos — in the most entertaining way possible! These screenings actively encouraged attendees to dress in attire reminiscent of the trend, similar to a previous occurrence with the release of Minions: The Rise Of Gru in 2022.
Phil Clapp, a delegate from the UK Cinema Association, welcomed this exceptional level of engagement with the film. He goes on to caution that respect is essential. He continues to emphasize the importance of respect to all involved.
“At a time when some wrongly claim that young people are foregoing the cinema experience, it’s great to see such a high level of engagement, and our message to those coming along to these screenings would be one of welcome and to please enjoy themselves.” – Phil Clapp
The Impact of Social Media Trends
The disturbances often occur when Jack Black’s character exclaims a memorable phrase, prompting audience members to jump out of their seats, cheer, and throw snacks at the screen. This approach has led to backlash from movie theater employees who are trying to keep a safe and pleasurable space for all customers.
As Phil Clapp mentioned, this new enthusiasm for parks is fantastic, but it shouldn’t be at the cost of others’ enjoyment.
“We would also ask those coming along to be mindful of the enjoyment of other cinemagoers and not to create extra work for cinema staff by, for example, throwing popcorn around, and of course not to use their phones to record any part of the film.” – Phil Clapp