From Infinity Saga to Chicken Jockey: The Changing Face of Moviegoing

Moviegoing was once a cherished family tradition for Marvel's Infinity Saga releases. It was more than just watching a film; it was a communal experience. Our family would drive to the theater, sometimes sneaking in snacks to avoid the high popcorn prices (which I couldn't even enjoy because of IBS). Occasionally, we'd go to Chunky's, a restaurant-theater where the unique atmosphere compensated for the mediocre food.

In the darkened theater, a sense of unity filled the room. We shared laughter, shock, and cheers with strangers, all connected by the unfolding story.

The pandemic brought this tradition to a halt, shifting our movie nights to the living room. The shared excitement was lost, replaced by the isolation of our TV screen. Now, as theaters attempt a comeback, the moviegoing experience has transformed. Instead of collective emotional journeys, some screenings have become platforms for viral stunts, exemplified by the "Chicken Jockey" trend during A Minecraft Movie.

When Viral Stunts Overtook the Screen

The "Chicken Jockey" trend, originating from a scene in A Minecraft Movie where Jason Momoa's character encounters a baby zombie riding a chicken (a "chicken jockey"), has led to disruptive behavior in theaters. Upon hearing the phrase "chicken jockey," audiences, primarily teenagers, have been seen screaming, jumping on seats, and throwing concessions. Many social media videos, particularly on TikTok, Instagram Reels, and YouTube Shorts, document these incidents, with one local report detailing a coordinated disruption where teens waited over an hour into the film to throw items.

The trend escalated when a moviegoer in Provo, Utah, smuggled a live chicken into a screening. Videos captured the teen holding the chicken aloft as snacks and drinks were thrown, resulting in the prankster's removal from the theater. While the film's director acknowledged the behavior as fitting with certain "farm boy" antics, he cautioned against causing harm, showing the stunt had gone beyond a harmless joke.

This meme has since spread nationwide. In Kansas City, theater officials noted increased attendance and concession sales, but also significant messes due to thrown items. While acknowledging the desire for moviegoers to have a good time and celebrate, theater management emphasized that they are not in the business of allowing intentional destruction. Theater owners are seeking business but not the associated chaos.

Damage, Disruptions, and Countermeasures

Widespread disruptive behavior during movie screenings, particularly of films with on-screen antics, has resulted in significant problems for theaters. Staff report customers throwing concessions, causing damage and requiring extensive cleanup. This has led to increased security measures such as additional staff, banned item checks, and even police intervention sometimes. One actor from a disruptive film even appealed to audiences.

Theaters are actively trying to combat this issue. Strategies include heightened security awareness for managers, hiring more personnel, confiscating props, and considering stricter age restrictions or chaperone policies. Some locations have implemented security checkpoints and ID checks for late-night showings, and one chain even offered disruption-free screenings.

Despite these efforts, damage reports persist, raising concerns for theater owners about increased repair and cleaning expenses. They warn that those responsible for vandalism may be held financially accountable.

These enhanced security measures also come at a considerable cost to theaters, potentially leading to higher ticket prices. Furthermore, there are concerns that the disruptive environment could deter families and older audiences from seeking a more traditional moviegoing experience.

The Decline of Theatrical Etiquette

Pre-pandemic movie theater etiquette, which included silencing phones and being respectful of other viewers, is being increasingly disregarded. The rise of social media motivates disruptive behavior, like the hypothetical "chicken jockey" stunt, as outrageous content can generate significant online attention with minor consequences. This shift reflects a prioritization of social media engagement over the traditional moviegoing experience.

The Long-Term Impact On Theaters

Movie theaters face significant challenges, including competition from streaming, fewer major releases, and increasing ticket costs. Early 2025 ticket sales in North America ($1.09 billion) are substantially lower than pre-pandemic figures ($1.67 billion in the first nine weeks of 2020). Emerging disruptive trends, exemplified by the "chicken jockey" phenomenon, could further deter traditional moviegoers.

The ever-changing theater environment is becoming less attractive for families seeking peaceful outings and cinephiles desiring an immersive experience. The value proposition of paying for tickets and concessions diminishes when the viewing experience is frequently disrupted by viral challenges and TikTok stunts.

These trends pose long-term risks. If theaters become known for being chaotic, unsafe, or simply irritating places to watch films, they risk losing a larger segment of their audience to the convenience of at-home streaming. The appeal of avoiding disturbances like thrown food and beverages may increasingly outweigh the benefits of the theatrical experience.

A Sign of Changing Times?

The rise of trends like "chicken jockey" in movie theaters signifies a cultural shift where the focus has moved from shared cinematic experiences to creating social media content. This contrasts with the communal engagement seen during events like the Infinity Saga, where audiences collectively reacted to the storytelling. The current atmosphere in theaters, characterized by disruptive behavior, presents a dilemma for the industry: embrace this new chaotic landscape or strive to restore the movie theater as a place dedicated to the narrative. Consequently, traditional family movie outings might fade away, a loss for those who remember a more focused and immersive cinematic experience.

Conclusion

The cinematic experience is currently at a crossroads, torn between cherished memories of collective moviegoing and a disruptive, attention-driven modern age. With incidents like "chicken jockey" stunts interrupting screenings, theaters are struggling to grow. The crucial question is whether cinemas can once again become genuine communal spaces for storytelling or simply serve as stages for viral trends. The answer will likely influence whether families, who once valued the excitement of experiencing movies together, choose to return to theaters or opt to stay home.