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As the Minecraft movie storms cinemas with surprising energy, director Jared Hess has broken his silence on the wave of viral, rowdy screenings that have seen audience members shouting, throwing popcorn, and even prompting calls to the police. His verdict? “It’s weird, but kind of hilarious.”
In an interview with Entertainment Weekly, Hess addressed the bizarre aftermath of his film’s release, which has inadvertently sparked a TikTok-fuelled trend where fans treat screenings more like a rock concert than a cinema trip. “It’s weird when you’re having too much fun and the cops get called,” he said, chuckling. “It’s funny because I think it’s just literally cheering and throwing popcorn, which is so funny to me that cops are getting called for popcorn. Yeah, it’s hilarious.”
The viral trend has led to scenes of utter mayhem in some cinemas, with groups of fans screaming during key moments, climbing on seats, and launching showers of popcorn into the air as if celebrating a goal at a football match. One video even shows a fan hoisted onto someone’s shoulders during a pivotal scene, much to the delight of the crowd.
Hess, best known for his work on cult classic Napoleon Dynamite, seems more amused than concerned. “I’ve seen so many funny videos. It’s great, especially when people are climbing on their friends’ shoulders and standing up and cheering for those moments. It’s like this crazy anticipation,” he said. “But man, I’m just glad people are making memories with their friends and families.”
Not everyone is thrilled by the disruptive enthusiasm, though. UK cinema chain Cineworld has issued warnings that anyone disturbing others during regular screenings will be removed without a refund. However, they’ve also started offering designated “rowdy screenings” where screaming, cheering and the occasional popcorn shower are actively encouraged.
Hess sees the uproar as part of a bigger cultural shift back to shared experiences: “I’m just so happy that people are finding joy in going back to cinemas and seeing things as a community, as a group of people. It’s like we’ve become so isolated on our devices, and it’s just fun to experience things as a group of human beings. I think people are starved for that experience. So it’s fun that they’ve found it in this goofy movie that we’ve made.”
Whether audiences are coming for the film or the frenzy, one thing’s for sure, the Minecraft movie is building more than just box office buzz. It’s building a moment.
