Wicked fans spark debate over phone use during screenings, challenges of etiquette in modern cinemas

The Broadway musical adaptation Wicked opened to a record-breaking weekend at the box office, but the celebratory mood has been overshadowed by a heated debate over audience behavior. Fans snapping photos during screenings and sharing them on social media, sparked by a viral post from an Ariana Grande fan account, have drawn criticism for disrupting the theatrical experience.

Jason E. Squire, professor emeritus at USC’s School of Cinematic Arts, called the behavior "intolerable," emphasizing the need for theater decorum. Alamo Drafthouse, a theater chain known for its strict no-phone policy, responded to the controversy, encouraging influencers to share photos before screenings instead. Chaya Rosenthal, Alamo’s chief marketing officer, noted their proactive approach in balancing social media engagement with an uninterrupted viewing experience.

Despite the controversy, Wicked—starring Ariana Grande as Glinda and Cynthia Erivo as Elphaba—has reignited excitement for theatrical musicals. The film follows the backstory of The Wizard of Oz’s iconic characters and has quickly become a cultural phenomenon. Its success is a testament to the appeal of Broadway adaptations and the enthusiasm of young, tech-savvy audiences.

The debate extends beyond phone use. AMC Theatres and other cinema chains have discouraged sing-alongs during screenings, offering designated sing-along events for fans instead. This divide reflects a broader cultural shift in entertainment, as smartphones and individual preferences increasingly challenge communal experiences.

John Bucher, a cultural expert, noted this trend, stating, “Rudeness and civility are being overshadowed by individual desires, impacting shared spaces like theaters.” While the controversy continues, Wicked’s magical box office debut demonstrates its ability to captivate audiences, even as discussions about theater etiquette persist.