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Those Minecraft Movie ‘Meme Along’ Showings Aren’t Doing So Well

The best way to kill a meme is to acknowledge it

So we are all critically aware of the absurd Minecraft Movie cinema goings-on, with members of the public leaning into the unhinged meme moments by going completely apeshit. Trashed theatres became the trend for people attending the film as every human being (and some animals) with a social media presence apparently vied to be the most chaotic responder to the films gags.

Well, in a beautiful example of wringing every last penny out of an organic joke, the marketing boffins at Warner Bros. Pictures saw fit to rev up their ‘capitalise on the thing’ machines and announce that A Minecraft Movie would return to cinemas in an updated format, for their sing-along ‘Block Party Edition’ screenings. Effectively an updated version of the movie that wants people to lean in to the meme-driven chaos.

When would this happen? Basically before the film had even finished it’s theatrical run.

Feeling delightfully similar to the doomed Morbius theatrical re-release, I couldn’t help but keep my finger on the pulse of this bold move – and those chicken jockeys have come home to roost.

The ‘Block Party’ edition of A Minecraft Movie is seeing mostly empty theatres, because mate, the joke is long over.

So people attending the showings and awaiting the ‘enhanced sing-along, meme-along’ version of the film first realised that they were almost entirely alone in the theatre – turns out many cinemas decided to schedule the ‘Block Party’ cut first thing in the morning – and that the enhancements to the film were slim at best.

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Attendees were treated to the exact same film, only now some sections had on-screen countdowns to iconic memes, and special subtitles so you could …well, sing and meme along.

Now as much as I enjoy the silliness of this corporate crash, I have to clarify that I did not trawl the internet seeking out examples of the ‘Block Party’ being bad. This is just the reception I found across several hours of digging around. The people that enjoyed the experience did so in a mostly empty theatre, that thankfully did not have a horde of crazed loons throwing drinks and popcorn through the air.

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There is nothing inherently wrong with leaning into the stuff that makes a form of media unexpectedly fun – but a rapid turnaround like this is just asking for this kind of awkward reception.

I will even admit that singing along to LAVA CHICKEN is a good time. Shine on, you crazy diamond:

So, if you are on the fence on having your very own BLOCK PARTY – perhaps approach it with a block of salt. Or convince enough of your friends to make a proper chorus line for the big sing along parts.

And don’t throw any popcorn – that is just a dick move.

Written By Ash Wayling

Known throughout the interwebs simply as M0D3Rn, Ash is bad at video games. An old guard gamer who suffers from being generally opinionated, it comes as no surprise that he is both brutally loyal and yet, fiercely whimsical about all things electronic. On occasion will make a youtube video that actually gets views. Follow him on YouTube @Bad at Video Games

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