The recently launched Minecraft Movie is off to a strong start at Eden Cinemas, yet an emerging social media trend linked to the film is causing concern among cinema operators.
Dubbed the "chicken jockey" trend – named after a rare phenomenon in the popular video game where a baby zombie rides a chicken – this latest online craze has prompted antisocial behaviour among teenage cinema-goers during screenings.
On Thursday, the Eden Cinemas team issued a firm reminder that “disruptive behaviour will not be tolerated,” warning that anyone causing a disturbance will be asked to leave without a refund, and that police may be contacted in serious cases.
Simon De Cesare, CEO of Eden Leisure Group, confirmed to WhosWho.mt that disruptions have so far been limited, but the cinema is taking the matter seriously. “The Minecraft Movie only launched Wednesday, and so far, we’ve only experienced one screening with disruptions on that day,” he said. He explained the incident involved “a group of teenagers cheering and throwing popcorn during a particular scene,” but noted that “no damage was done, and our team acted quickly to manage the situation.”
The incident, according to Mr De Cesare, was isolated and brief. “The disruption subsided immediately after that moment, and no guests were removed,” he said, adding that the behaviour was not reflective of how the entire film is being received. “It’s important to stress that this is not something happening throughout the entire film – only during one specific scene.”
The cinema group has previously encountered occasional disturbances, but Mr De Cesare highlighted that these were usually unrelated to online trends. “We’ve had rare cases of heightened disruptions in the past, such as during ‘The Nun’, where we’ve occasionally had to stop a screening and escort guests out,” he said.
He drew a contrast between the current trend and the 2022 #GentleMinions TikTok trend associated with Minions: The Rise of Gru. That trend, he noted, was “actually positive,” with teenagers turning up in suits and sunglasses and filming themselves respectfully in the foyer or post-screening. “In some cases, they even brought small gifts to hand out. It was light-hearted and harmless, unlike the current Minecraft-related trend which is antisocial, which encourages loud disruptions and chaos during the film.”
Despite the hiccup, the Minecraft Movie is performing exceptionally well. “Attendance is already looking strong, and we’re confident it will surpass recent releases like Captain America and Snow White in their opening weeks,” Mr De Cesare said, adding that the film is being shown on multiple screens.
He also revealed that early numbers suggest it may outperform Minions: The Rise of Gru, a previous box office success for the company.
Still, the CEO expressed concern over how social media is influencing the behaviour of some young cinema-goers. “It is a shame that some of our youth are acting in such an antisocial manner due to social media,” he said.
To maintain a safe and enjoyable environment, Eden Cinemas is keeping a close watch. “We take these disruptions seriously and are closely monitoring all screenings, with staff prepared to act if needed,” Mr De Cesare affirmed. He added that if disruptive behaviour becomes more widespread, the cinema may introduce restrictions on certain screenings. “If disruptions persist we might consider restricting certain screenings to kids with accompanying adults to ensure peace of mind for parents with younger kids.”
For now, the situation remains under control, but cinema operators are staying alert. The chicken jockey may be a rare and quirky phenomenon in Minecraft – but in real life, it's causing just enough disruption to warrant attention.
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