Cineworld cinemas in the UK recently introduced a thrilling new screening experience called “Chicken Jockey 4DX. This follows the equally much buzzed about opening of “A Minecraft Movie” which opened April 4. This brand-new format is designed to take your viewing experience to a whole new level through thrilling special effects. It has ignited a huge firestorm of controversy ever since a short clip revealed a jammed theater packed with ecstatic, giggling kids.
The viral footage — posted to Reddit by a parent who filmed it out of concern — shows a typical scene at an advanced screening that happened last week. In the footage, children are seen jumping around energetically, throwing popcorn like confetti, and shouting excitedly, creating an environment reminiscent of a rave. The shot amps up as three sons run to their chairs. Then to keep things going, they yell “CHICKEN JOCKEY!” at the top of their lungs, bursting with enthusiasm.
Now, Cineworld is asking frequent moviegoers to “show cinema courtesy” in advance of these late-night screenings. The theater chain hopes to balance the high-energy experience of the 4DX format with a more considerate atmosphere for all audience members.
The outrage unfurling around the video has created an online monster that seems to be spiraling quickly out of control. As one Reddit instantiation of these discussions suggested, parents just need to raise less selfish kids. Or, they might opt to stay home and watch the movie online instead.
“Maybe teach them to be a bit more considerate of others or watch it at home instead.” – A Reddit user
Others were not far behind, as one public commenter jokingly referred to the crazy taco scene as a scene out of a condom commercial.
“This is a pretty effective condom ad.” – A Reddit commenter
The incident highlights the challenges of balancing an engaging cinematic experience for families while ensuring that all patrons can enjoy the film without disturbance. Many parents expressed their anger, saying they would have sought a refund had they been in this position.
From the looks of it, Cineworld is preparing for this post-COVID new normal screening format. The real challenge will be balancing far-from-home families craving amusement with the need to keep large, public spaces civilized. The “Chicken Jockey 4DX” screenings promise an exciting adventure for young audiences, but maintaining a respectful environment is crucial for enhancing the overall movie-going experience.
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