The Emerald City in the Age of Algorithms: Jon M. Chu on Crafting Art in a World of AI
In the dazzling, ever-shifting landscape of modern entertainment, few stories capture the public imagination quite like the journey of a beloved musical transformed into a cinematic spectacle. Jon M. Chu, the visionary director behind the recent ‘Wicked’ film franchise, has found himself at the epicenter of such a phenomenon. But beyond the glittering costumes and soaring melodies, Chu’s conversation with WIRED’s Senior Culture Editor, Manisha Krishnan, at the recent Big Interview event, delved into something far more profound: the soul of filmmaking in an era increasingly defined by artificial intelligence.
A homecoming to the magic of ‘Wicked’
For Chu, ‘Wicked’ isn’t just another blockbuster; it’s a deeply personal homecoming. Growing up in Los Altos, California, he witnessed firsthand the power of immigrant dreams fueled by community and access to technology. His parents’ Chinese restaurant, Chef Chu’s, served not only delicious food but also as a nexus where Silicon Valley’s early tech pioneers generously shared their knowledge and software with a curious young boy fascinated by movies. This upbringing, steeped in the ethos of innovation and perseverance, profoundly shaped his artistic outlook.
"I was built by the generosity of this place," Chu reflected, his voice tinged with nostalgia. "The customers who would come into the restaurant would give my parents computers, video cards, software… for this kid who was getting into movies." This foundational experience instilled in him a sense of responsibility and a deep appreciation for the symbiotic relationship between art and technology.
His journey with ‘Wicked’ began years ago when he first saw the stage production in San Francisco. He recognized in it a parallel to his own family’s story – a reimagining of a classic American narrative, much like his parents’ journey in building a new life in a new land. "Tackling Wicked, which is taking the great American fairy tale and then deconstructing it in a new way and picking up its pieces and trying to tell a new story through a new perspective, that has always been really important to me because that’s me, that’s how I grew up."
Despite the immense personal and professional exhaustion that comes with helming a project of this magnitude – a journey that has spanned over five years and welcomed three children into his life – Chu expresses profound gratitude. "How privileged are we to be exhausted by the dream that we begged from the universe for so many times? So I feel honored, to be honest."
The Viral Symphony: Marketing in the Digital Age
The sheer scale of ‘Wicked’s’ release, characterized by its extensive press tours, high-profile brand collaborations, and omnipresent viral moments, highlights a fundamental shift in how films connect with audiences. As Krishnan pointed out, even established stars like Leonardo DiCaprio are now navigating the podcast circuit to promote their work. This begs the question: how crucial are influencers, podcasters, and digital platforms in drawing people back into movie theaters?
Chu readily acknowledges the seismic shift. "I’ve watched that change even from Crazy Rich Asians to now. It’s such a different landscape." He contrasts the current era of bite-sized content with his early experiences, recalling how a dance movie sequel, ‘Step Up to the Streets,’ gained traction through MySpace in 2008. "MySpace was the first time I entered a movie and they’re like, ‘Hey, you have to actually get onto MySpace and understand this audience,’ because it was more about international box office." This early immersion taught him the power of direct engagement, of connecting with fans on their preferred platforms, and even of holding auditions and sharing music on social media.
His experience directing Justin Bieber’s ‘Never Say Never’ further solidified this understanding. Witnessing Bieber’s meteoric rise on platforms like Twitter and TinyChat, Chu learned that the narrative around a film often begins long before the cameras roll. "The story’s being told before the movie even begins, before you even start shooting. And then after you’re done with the movie, you got to continue that story."
He vividly recounts instances of direct fan interaction, like coordinating fan outfits for concerts or engaging with fans on TinyChat. The anecdote about asking fans to request a specific sound mix at theaters, leading to actual complaints from projectionists, illustrates a remarkable level of audience integration. "And theaters complained to us because all these kids were going to the projectionist demanding, ‘Turn it to a seven.’ And that was enormously powerful."
Today, this engagement has matured into an integral part of the business. For ‘Wicked,’ it means connecting with diverse fan bases: the long-time ‘Wizard of Oz’ enthusiasts, the dedicated fans of the original book, the passionate theatergoers, and the broader movie-going public. "And so I tried to keep them in the loop of how we were doing. And then by now, it’s, ‘Okay, we’re coming out. Let me present you to what we’ve done and hear these girls and what they’ve done.’ And that’s been actually really fun and hard all at once, I guess."
The Sisterhood of the Spotlight: Unpacking ‘Wicked’s’ Viral Chemistry
The profound bond between ‘Wicked’ stars Ariana Grande and Cynthia Erivo has become a central talking point of the film’s press tour, fueling countless conversations and even TikTok parodies. Krishnan playfully probed, "What the hell did you do to them in this movie?" and sought to understand the source of this palpable emotion and its virality.
Chu offered a deeply personal account of the immense pressure and skepticism that surrounded the ‘Wicked’ project from its inception. He recalled the initial backlash he faced when announced as director, the studio’s decision to split the story into two films, and the public’s mixed reactions to the casting. "Everyone’s sending you their videos of why they should be Elphaba and Galinda. Everyone’s sending you their favorite celebrities why they should be Elphaba and Galinda." He described the relentless scrutiny and doubt, even as he and his team were striving to create something extraordinary.
He revealed the conviction he held in Cynthia Erivo’s transformative power as Elphaba and Ariana Grande’s ability to bring a fresh perspective to Glinda. "I know the truth because I was there in the audition room. I saw how amazing that when you see Ariana Grande to do this role, you would be shocked because she’s opening up a new chapter to her life. I knew that. And I’m seeing Cynthia Erivo doing things… we were going to make her a global superstar."
Chu described the intense emotional journey of filming both movies simultaneously, experiencing the characters’ triumphs and tragedies together. "We’ve lived a lifetime with these people before anyone even knows when this movie is coming out. So we’ve seen the fun part of the story and the dark side of the story. We’ve seen them bond together, be together, and then we’ve seen their death and their rebirth as they leave each other."
This shared experience, forged under immense pressure and creative collaboration, created an unbreakable bond. "We only have each other," he emphasized. "I think I have some solutions, but we’re going to have to find this together. You become very, very bonded. They’re my sisters. And if people think that’s cringey, then they’ve never made something with love and they’ve never made… You know how hard late nights, all night long, drawing pictures, trying to figure it out, having that fear just outside your door and continuing through that, that is hard stuff."
This raw authenticity, born from shared struggle and creative passion, is what resonates with audiences. In an era often characterized by cynicism, Chu believes that such genuine human connection is what makes art beautiful and meaningful.
Artistry in the Algorithmic Age: Embracing or Resisting AI?
The conversation naturally gravitated towards the increasingly prominent role of artificial intelligence in the creative industries. Guillermo del Toro’s strong stance against AI in filmmaking is well-known, but Chu adopts a more nuanced perspective.
"AI is such a general term," he noted, highlighting the need for specificity in discussions around the technology. "If we’re talking about AI as a technology of information and organization and even visual organization or understanding, to me, that’s so fascinating. And I love that." He draws parallels between the initial skepticism surrounding digital cameras and the current discourse on generative AI, suggesting that our values and perceptions of authenticity evolve over time.
Chu acknowledges the valid concerns surrounding generative AI, particularly the ethical implications of data mining and intellectual property. "There was an original sin that it’s hard for people to get over, this mining of images and stories that we never agreed on…" he stated. However, he also sees the potential for AI to serve as a tool, a modern-day "pencil" that can help bridge the gap between an idea and its physical manifestation.
"Anything that can bridge that process is beautiful. So I think we’re trying to figure out how to work this pencil, how to ride this beast a little bit, and we’re in that zone. I don’t know. I find it fascinating."
Ultimately, Chu believes that the audience can discern between purely AI-generated content and art born from human experience. He describes the unexplainable magic that occurs on set when creative teams, armed with meticulous planning, adapt to unforeseen circumstances, infusing the work with spontaneous human instinct. "The movie comes alive when we’ve done all that work and then we get on that set and you have 100 people and it’s suddenly raining and you’re like, ‘All right, we got to make this work.’"
He points to iconic moments in his films, like Elphaba’s wink in ‘Wicked,’ as examples of spontaneous human expression that elevate a scene beyond the script. "And I think that’s what makes cinema beautiful. I think that that’s what makes art beautiful. And I think we value that."
While not definitively closing the door on AI, Chu’s emphasis remains firmly on the irreplaceable value of human creativity, intention, and the serendipitous moments that define great art.
Beyond Stereotypes: The Power of Representation in ‘Crazy Rich Asians’
Chu’s directorial journey has also been marked by his pivotal role in bringing ‘Crazy Rich Asians’ to the screen, a film that resonated deeply for its groundbreaking representation of Asian and Asian American stories.
"I was so scared of talking about being an Asian American," Chu admitted. "Because one, as soon as you sort of label yourself, ‘Oh, you’re the Asian American director,’ and I feel like, ‘Oh, they’re just going to just, ‘Send him all the Asian scripts.’" He desired to be seen simply as a director, untethered by ethnic categorization.
However, his experience on ‘Now You See Me 2′ prompted a crucial realization. After a decade of making films and working with acclaimed actors, he felt confident in his craft but questioned the unique narrative he could contribute. This led him back to his roots, to the cultural identity crisis that had long been a part of his life, shaped by his parents’ experience as immigrant restaurateurs.
He shared a poignant anecdote about his father’s philosophy: "We are ambassadors here… we’re not just filling their bellies, we’re filling their hearts." This perspective underscores the responsibility that comes with representing one’s culture to the world. "So that next time they go see another Asian family, maybe they’ll double think what that initial instinct is. And he’s like, ‘That’s what you represent when you go out into that world.’"
‘Crazy Rich Asians,’ therefore, became more than just a romantic comedy; it was an exploration of the Asian diaspora’s experience. "For me, I was like, ‘I know what that feels like,’ going to Taiwan for the first time to Hong Kong for the first time and feeling like, ‘Oh, this feels different than where I was from. But is this what going to a homeland feels like?’ And then they call you gweilo… And you’re like, ‘Oh, I’m not a part of this either.’"
The film provided a platform for a diverse ensemble of Asian talent, showcasing their humor, beauty, and dramatic depth. "And for us to make fun of our own families in our own way and make it aspirational, that the studios had to spend 100 million… to say, ‘Go see this movie, go pay money and sit in the dark and just listen to them because they’re beautiful and aspirational and funny,’ the way they treat any movie star. To me, that was very empowering."
The overwhelming success of ‘Crazy Rich Asians,’ not just among Asian audiences but globally, demonstrated the universal appeal of authentic storytelling and the immense power of cinema to foster understanding and connection.
Navigating Hollywood’s Shifting Tides: Representation and Impact
In the wake of Hollywood’s evolving landscape, including a trend of studios moving away from Diversity, Equity, and Inclusion (DEI) initiatives, Krishnan inquired about Chu’s concerns regarding the types of films he can create.
Chu reiterated his commitment to tangible impact over abstract debate. "My job as a storyteller is to get in there and make things facts. And maybe that’s not my job to go debate the thing and go tweet the thing. I’m on the ground and I have to get a project made and I have to get it into theater so people can pay money, sit in the dark and see the world through a new person’s perspective. I have to be so laser focused on that."
He illustrated this philosophy through concrete examples: casting Cynthia Erivo, a woman of color, as Elphaba in ‘Wicked,’ placing Michelle Yeoh as Madame Morrible, and featuring the first wheelchair user as Nessarose. "I’m going to put a whole cast of Latino, amazing actors, singers, dancers in the streets of Washington Heights," he declared, referencing ‘In the Heights.’
For Chu, the box office and the cultural phenomenon a film creates serve as undeniable proof of concept. "Reviewers can say whatever they want, people in a conference room can say whatever they want, business affairs can say whatever the fuck they want. But when you put it in a movie theater, if it makes money, if it creates a cultural phenomenon, it becomes a fact, then there’s nothing you can say about it. There’s no more argument."
His focus remains on proving the power of diverse stories through compelling filmmaking and undeniable commercial success. It’s a strategy that has consistently worked, demonstrating that inclusivity isn’t just a moral imperative, but a powerful engine for artistic and financial triumph.
As Jon M. Chu continues to navigate the complexities of the film industry, his dedication to authentic storytelling, his embrace of technological advancements tempered by human values, and his unwavering commitment to representation offer a beacon of hope for the future of cinema. He reminds us that at its core, art is about connection, empathy, and the enduring power of shared human experience, no matter the era or the tools at our disposal.