Jon M. Chu Claims AI Wouldn’t Have Created One of the Most Memorable Scenes in ‘Wicked’

When it comes to understanding the significance of viral marketing, no one does it better than Wicked: For Good director Jon M. Chu.

During WIRED’s Big Interview event in San Francisco, the former YouTuber and director of Crazy Rich Asians shared how collaborating with artists like Justin Bieber highlighted the importance of connecting with fans online throughout the creative process. While he was directing Bieber’s concert documentary, Never Say Never, back in the late 2000s, Chu recalled how the then-14-year-old star utilized Twitter to connect him with fans. After Bieber shared a clip joking about Chu’s presence on set, Chu informed WIRED’s senior culture editor, Manisha Krishnan, that his online following surged by tens of thousands almost immediately, underscoring the power of direct engagement with a fan community.

Chu reflected that working with Bieber made him aware that “the narrative begins even before filming starts, and continues even after the film is finished.” This realization contributes to the strong investment fans feel in Wicked—and its sequel, Wicked: For Good—as the film’s marketing and promotional tours emphasize the relationships fostered by the cast during production.

Relationships like the one between stars Ariana Grande and Cynthia Erivo emerged from the considerable pressure the team faced to create something exceptional and profitable. “We only had one another, so we formed a very close bond,” Chu remarked, comparing their connection to that of Silicon Valley developers working extended hours to launch a new product.

Photograph: Annie Noelker

Photograph: Annie Noelker

Hailing from the Bay Area, Chu expressed that he has always felt a sense of indebtedness to the tech industry for his beginnings in entertainment. In the 1990s, as a teenager, tech-savvy patrons at his parents’ Chinese restaurant would gift him computers, video cards, and software upon learning of his interest in filmmaking, which provided him an advantage over peers when he attended the University of Southern California. “This community’s generosity shaped me, and I feel a deep responsibility whenever I return,” Chu stated.

Chu also mentioned that due to his longstanding connection with technology, he maintains an open-minded perspective regarding the relationship between AI and filmmaking. He is “intrigued” by AI’s capacity for data collection and organization, and he has invested time in learning how to incorporate AI into his workflow to explore its possibilities.

Conversely, Chu indicated that while producing Wicked, he appreciated the significance of practical sets and the ability to improvise rather than predefining every element of dialogue, camera movement, or character development.