Jon M. Chu, the director of Wicked: For Good, shares his insights on the power of viral marketing and the importance of fan engagement. In a recent interview, Chu revealed how his experience working with Justin Bieber on the concert film Never Say Never taught him the value of connecting with fans online during the creation process. Bieber's use of Twitter to introduce Chu to his fans showcased the impact of direct connection with a fan base, leading to a significant growth in Chu's online followers.
Chu's collaboration with Bieber made him realize the importance of storytelling throughout the entire process, from pre-production to post-production. This realization has been instrumental in the success of Wicked and its sequel, Wicked: For Good, as the marketing and press tours have heavily relied on the relationships built by the cast while filming.
The director also discussed the interplay between AI and filmmaking, expressing a fascination with AI's potential for information gathering and organization. However, Chu emphasizes the value of practical sets and improvisation, believing that pre-scripted elements can make a film feel rote and hacky. He highlights the iconic moment of Elphaba (Cynthia Erivo) winking at the camera as an example of the beauty of cinema, where spontaneity and improvisation create lasting and memorable images.
Chu's background in the tech industry, where he received generous support from tech-minded customers, has influenced his open-minded approach to AI. He believes in understanding AI's potential while maintaining a human touch in filmmaking, ensuring that the art form remains authentic and engaging.
