Taylor Swift’s concert film, ‘Taylor Swift: The Eras Tour,’ took the box office by storm, becoming the top-grossing concert film in domestic history. However, it has also sparked a social media debate over movie theater etiquette, with some attendees expressing displeasure over what they perceived as disruptive audience behavior.
A video shared on social media platform X captured a moment during the film where Swift was performing the song “Marjorie,” but attendees in the movie theater were singing, shining their phone flashlights, and dancing in the aisles, obscuring the view of the screen and affecting the overall audio experience. One frustrated viewer captioned the video with, “I’m at the worst screening ever. Can’t even hear Taylor.”
Other attendees shared similar experiences, with one user reporting that they had trouble hearing Swift due to the disruptive behavior of fellow moviegoers. Some audience members were even asked to leave the theater because of their disruptive conduct, significantly dampening the experience for others.
While some defended the interactive nature of the film and its encouragement of dancing, singing, and audience participation, others argued that this behavior made it a less-than-ideal theater experience. They urged viewers to expect a concert-like atmosphere, including dancing, standing on chairs, and enthusiastic singing. Swift herself had encouraged this interaction, as she mentioned in an Instagram post from late August where she noted, “Eras attire, friendship bracelets, singing, and dancing encouraged.”
AMC Theatres, the distributor of the film, had also provided guidelines for attendees, supporting dancing and singing during the concert film event but urging viewers not to dance on the seats or obstruct the view of other guests.
The marketing strategy for ‘Taylor Swift: The Eras Tour’ aimed to turn the moviegoing experience into a special event, similar to how Warner Bros. successfully marketed its summer blockbuster, ‘Barbie.’ Ellyn Briggs, a brand analyst at Morning Consult, explained that it wasn’t just about attending the film; it was about planning cute outfits, making friendship bracelets, and going to the cinema as a group. This approach aimed to create a unique and engaging experience for fans.
While the film’s success at the box office is undeniable, the debate surrounding movie theater etiquette raises questions about the balance between audience interaction and maintaining a respectful viewing environment for all moviegoers.
