In the wake of the release of “A Minecraft Movie,” a singular phrase has captured the collective imagination: “chicken jockey.” This memorable moment, delivered by Jack Black’s character, Steve, has transcended the film itself, igniting a wave of enthusiasm that is reshaping theater etiquette. The phrase refers to a unique creature in the “Minecraft” universe—a baby zombie riding a chicken—and has sparked a cultural phenomenon that is both entertaining and disruptive.
The Rise of Audience Participation
Initially, the scene prompted cheers from the audience, but it has since evolved into a full-blown celebration. Viewers have taken to throwing popcorn, standing on chairs, and even bringing live chickens into theaters. This exuberance is fueled by social media, with platforms like TikTok, Instagram, and YouTube showcasing countless videos that capture the trend’s infectious spirit.
Andrew Pueschel, an associate professor of marketing at Ohio University, has spent over three decades teaching etiquette. He notes that the expectations surrounding movie theater behavior can vary significantly depending on the film. “Etiquette is a set of agreed-upon actions in a certain situation that is acceptable and that will make everyone feel comfortable in that situation,” he explains. “For instance, there’s an etiquette for church that might be different than an etiquette on Court Street on a Friday night.”
Traditionally, moviegoers are expected to maintain a level of decorum, reacting only to key moments in the film. The rustle of a chip bag can send shivers through the audience, as many fear disrupting the collective experience. Yet, the “chicken jockey” phenomenon has challenged these norms, raising questions about why such behavior has gained traction globally.
According to Pueschel, the answer lies in the excitement and social dynamics at play. “We know self-regulation, how we act in certain social settings, and we’ve been trained to do that as a society,” he states. “Sometimes the fun or excitement of something makes us act differently, against the norm. And then there’s peer pressure.”
The hashtag #ChickenJockey boasts over 53,000 posts on TikTok, with millions of views, illustrating the trend’s rapid growth. With “Minecraft” enjoying a player base exceeding 200 million, the film’s popularity is further amplified, making it accessible for audiences to engage with the trend.
“Everyone reacts to it. They see it on social media and want to recreate it,” Pueschel notes. “But just like any other social media trends or challenges, we need to be responsible.” It’s crucial to remember that all attendees have paid for their experience and may not appreciate being bombarded with popcorn or subjected to loud outbursts.
To address this, Pueschel proposes the idea of “interactive movie-going experiences,” where audience participation is encouraged in a controlled setting. He cites examples like “The Rocky Horror Picture Show,” which has become a cult classic known for its interactive elements, as well as sing-along screenings of films like “Wicked” and “Encanto.” “You knew when you bought that ticket that there were going to be people singing,” he remarks.
In response to the “chicken jockey” trend, some theaters, including Regal Cinemas, are introducing designated “chicken jockey screenings.” These events aim to create an environment where audience members can express their enthusiasm without disrupting those who prefer a more traditional viewing experience. “There are theaters that are doing ‘chicken jockey’ versions, where it’s okay to yell out, it’s okay to say things,” Pueschel explains. “But it’s really important that there’s clear communication on the expectations of what is acceptable and what is not.”
By establishing these parameters, theaters can foster the excitement surrounding the film while preserving the integrity of the movie-going experience for all. “At the end of the day, we have to respect each other,” Pueschel concludes. “I hope everyone has a great time at the movies. And if chicken jockey is your thing, that’s wonderful, but just note that we have to respect the different people that are there.”
