While the Minecraft Movie has defied its lacklustre reviews to prove a box office hit, one aspect of the movie and its followers has cinemas concerned.
Starring Jack Black and Jason Momoa, Minecraft has dominated the box office this year so far, raking in US$313 million ($519 million) worldwide after its opening weekend.
But one scene, and the the reaction from young moviegoers, has led to police being called to cinemas and warnings being issued to viewers over possible disruptions.
The so called “chicken jockey” trend, involves viewers yelling and pelting the cinema screen with drinks and popcorn after Black uses the phrase at the sight of a mini zombie riding a chicken in the movie.
Social media, predictably, features several videos showing the reaction, with at least two including police intervention.
The REEL Cinema in the British town of Fareham was forced to issue a warning after the “chicken jockey” trend disrupted a weekend screening.
“Disruptive behaviour, including taking part in TikTok trends, before, during, or after a screening will not be tolerated,” the cinema said.
“Anyone causing disruption will be asked to leave, and where necessary, the police will be called.”
Pamela Abby, Warner Brothers CEO, said the studio was “just thrilled that audiences are responding and that everyone’s going to the theatre”.
It was unclear if Abby was aware of the disruptive behaviour at the time of issuing the statement.
While reviews for A Minecraft Movie have not been good – variously describing it as “a hot pink mess”, “cobbled together” and “good enough — if you think that’s all kids deserve” – its success has been undeniable.
The movie has surpassed expectations – and 2023 hit Barbie – to become Warner Brothers ‘ best post-pandemic opening weekend.
Based on the hugely popular video game, A Minecraft Movie has been much anticipated by young audiences and recognisable scenes from the trailers and Minecraft lore are receiving rapturous responses.
“My theatre clapped every time Jack Black name-dropped a Minecraft item that was in the trailers, and when he said ‘chicken jockey’, I sh-t you not the entire row in front of me gave a standing ovation,” wrote X user @Schaffrillas in a viral post with more than 1.2 million views.
Another X user, @thekinocorner, described watching the movie in a packed cinema as “the wildest theatre experience of my life”, noting that the audience of mostly preteens was “cheering, clapping, and jumping onto the tops of seats”.
The fan interaction interaction has been compared to that of dedicated Rocky Horror Picture Show moviegoers who for decades have turned the movie into a cult experience where they dress as characters and sing along to each song.
It also follows the release of the move adaptation of the musical Wicked last year, which prompted theatre chains ask viewers to not sing along with stars Ariana Grande and Cynthia Erivo.
In 2022, a similar phenomenon occurred when fans of family movie Minions: The Rise of Gru prompted the #gentleMinions trend.
Viral TikTok videos at the time showed young people dressed in suits, watching the movie in large groups and cheering loudly during the screening.
Source: TikTok/Bill Hirst
Cinemas reported having to eject patrons, issue warning and compensate moviegoers complaining about the behaviour.
