Why ‘Wicked’ Director Believes Human Artistry Matters in the AI Era

Director Jon M. Chu recently sat down with WIRED’s senior culture editor Manisha Krishnan to discuss the phenomenal success of the ‘Wicked’ film franchise and the changing landscape of filmmaking. The conversation, which took place at WIRED’s Big Interview event in San Francisco, offered insights into what makes a blockbuster in today’s digital age.

Bay Area Roots and Personal Connection

Chu, who grew up in Los Altos where his parents ran a Chinese restaurant for 56 years, shared how his Bay Area upbringing shaped his approach to ‘Wicked.’ Having first seen the musical at San Francisco’s Curran Theatre before it went to Broadway, Chu felt a personal connection to the story that deconstructs the American dream—something his immigrant parents pursued.

The Evolution of Film Marketing

The director highlighted how film promotion has dramatically changed since his earlier works. From his experience with ‘Step Up 2 the Streets’ (2008) utilizing MySpace to connect with fans, to documenting Justin Bieber’s rise on Twitter for ‘Never Say Never,’ Chu has witnessed the transformation of audience engagement firsthand.

For ‘Wicked,’ this meant navigating multiple fandoms—from Wizard of Oz enthusiasts to Broadway musical lovers—and keeping them involved throughout the five-year production process.

Behind the Viral Moments

Addressing the viral emotional moments between stars Ariana Grande and Cynthia Erivo during press tours, Chu explained the intense bond formed during production. The team faced immense pressure: skepticism about casting choices, the decision to split the story into two films, and the challenge of reviving the movie musical genre during a time when many declared cinema