Director Jon M. Chu discusses the evolving landscape of filmmaking, from viral marketing to the impact of AI, in a recent interview with WIRED. His experience with Wicked, the highest-grossing Broadway adaptation in box office history, demonstrates how modern blockbusters require more than just a compelling story: they demand a strategic, multi-platform presence.
From MySpace to TikTok: The Evolution of Audience Engagement
Chu’s career trajectory mirrors the rise of social media in film promotion. He recalls leveraging MySpace for his early work Step Up to the Streets in 2008, recognizing the platform’s ability to reach international audiences. Later, with Justin Bieber’s Never Say Never, he witnessed firsthand how real-time engagement via Twitter could build hype even before production began. This pattern continued with Wicked, where viral moments, celebrity friendships (specifically Ariana Grande and Cynthia Erivo), and strategic brand collaborations became integral to the film’s success.
The key takeaway: Audiences now engage with films before release, influencing casting, creative decisions, and marketing strategies.
The Pressure of Expectations and Creative Risk
Producing Wicked involved navigating intense scrutiny from multiple fanbases—Wizard of Oz purists, book enthusiasts, and musical theater devotees. Chu faced criticism for splitting the story into two films, a decision driven by his desire to stay true to the source material despite studio concerns. This illustrates a broader trend: filmmakers are under pressure to balance artistic vision with commercial viability in a hyper-connected environment.
“You have to keep them in the loop of how we were doing. And then by now, it’s, ‘OK, we’re coming out. Let me present you to what we’ve done and hear these girls and what they’ve done.'” — Jon M. Chu
The Future of Filmmaking: AI and Beyond
The conversation also touched on the role of artificial intelligence in filmmaking. While acknowledging the technology’s potential, Chu emphasized the irreplaceable value of human creativity and emotional resonance. His team bonded intensely during the five-year production of Wicked, navigating skepticism, fan backlash, and the pressure of delivering a definitive adaptation. This shared experience underscored the importance of human connection in an increasingly automated industry.
The film industry now requires filmmakers to be not just artists, but also cultural strategists, social media managers, and brand ambassadors. Wicked’s success proves that modern blockbusters demand a holistic approach, blending creative ambition with relentless audience engagement.
