Jon M. Chu Believes AI Lacks the Human Touch in Wicked’s Best Moments

As a director versed in the nuances of viral marketing, Jon M. Chu understands the critical role of real-time interaction with audiences.

During WIRED’s Big Interview in San Francisco, Chu, who originally gained notoriety on YouTube, discussed how collaborating with stars like Justin Bieber enlightened him on the importance of fan engagement throughout production stages. While directing one of Bieber’s concert documentaries in the 2000s, Chu witnessed firsthand the immediate impact of digital platforms. Bieber’s playful post about Chu shadowing him on set catalyzed a surge in Chu’s follower count—a testament to how digital connectivity can amplify a director’s reach.

Chu emphasized that storylines now begin before cameras start rolling and continue evolving after the final cut. This philosophy has significantly impacted projects like Wicked and its sequel, where the camaraderie and interaction among the cast have been focal points of marketing efforts.

Under intense pressure to deliver something memorable and profitable, a strong bond formed between lead actors Ariana Grande and Cynthia Erivo, similar to the connections seen in tech startups where developers bond through long hours and shared goals.

Chu’s Early Beginnings and Technological Influence

Growing up in the Bay Area, Chu’s foray into the entertainment world was facilitated by early exposure to technology. Tech enthusiasts who frequented his family’s restaurant in the 90s supported his budding interest in filmmaking by gifting him essential tech tools. This boosted his skill set when he enrolled in the University of Southern California.

Acknowledging his formative experiences, Chu feels obliged to give back to the community that shaped his journey.

Balancing Technology with Creative Spontaneity

Although Chu is intrigued by AI’s capabilities, particularly in data organization, he insists on maintaining a human element within the filmmaking process. His openness to exploring AI is tempered by the belief that improvisation on set often yields the most compelling cinematic moments.

He contrasts this with a more rigid, storyboard-to-screen approach. Chu highlighted a pivotal scene in Wicked where Cynthia Erivo, playing Elphaba, unexpectedly winked at the camera. Had this been scripted, the moment might have appeared contrived, yet its spontaneous execution made it unforgettable.

Chu contends that these uncontrived flashes of brilliance are what elevate film to a form of enduring art.