Summary: Jon M. Chu emphasizes the irreplaceable human element in filmmaking, sharing insights at WIRED’s Big Interview event in San Francisco. Through his work on “Wicked: For Good” and reflections on AI’s current role in the creative process, Chu reminds us of the enduring power of spontaneity and human connection in art.
Jon M. Chu’s Directorial Journey
Jon M. Chu has a unique perspective on the intersection of creativity, technology, and storytelling. Known for films like “Crazy Rich Asians” and “Justin Bieber’s Never Say Never,” his approach to filmmaking draws heavily from his experience navigating the world of viral marketing. This mindset has deeply influenced his work on the “Wicked” films, underscoring the power of audience engagement long before a film hits the screen.
One of Chu’s breakthrough moments in understanding this dynamic was his collaboration with a young Justin Bieber. During the late 2000s, Bieber used Twitter to post clips about Chu, rapidly expanding the director’s online following. This phenomenon highlighted the potency of direct audience connection, a lesson Chu has carried into all his projects.
Storytelling Beyond the Script
Chu’s philosophy is that the narrative extends beyond the film itself. In his conversation with WIRED’s senior culture editor, Manisha Krishnan, he explained, “the story is being told before you even start shooting, and after you’re done with the movie, you have to continue that story.” This ideology permeates the “Wicked” films, creating a fan base invested not only in the storyline but in the real-life camaraderie and connections between the cast members.
The strong bonds formed between stars like Ariana Grande and Cynthia Erivo reflect this approach, resulting from the intense, shared experience of crafting a work that aspires to both artistic excellence and commercial viability. Chu compares this dynamic to Silicon Valley teams striving to launch a revolutionary product, highlighting the importance of unity in achieving great results.
The Human Touch in Creativity
Having grown up in the Bay Area, Chu credits much of his early success to the technology community that supported him as a budding filmmaker. In the 1990s, customers at his parents’ Chinese restaurant, aware of his filmmaking passion, gifted him computing equipment, giving him a technological edge during his studies at the University of Southern California.
Chu’s reflections on technology extend to the realm of artificial intelligence in filmmaking. While he acknowledges AI’s potential for information gathering and organization, he maintains a cautious stance, particularly valuing spontaneous, human-driven creativity over rigid scripting of every detail. He argues that this spontaneity is where real magic happens.
A Moment that AI Couldn’t Create
The filmmaker offers a poignant example from the first “Wicked” film: a moment where Elphaba, brought to life by Erivo, winks at the camera while donning her witchy cape. This unscripted gesture, birthed in a spark of creativity during filming, might not have occurred without the organic environment Chu fosters. “Since she did it in the moment, it becomes an image that lasts forever, and that’s what makes cinema and art beautiful,” Chu states.
This instance exemplifies what Chu sees as an irreplaceable human element in art—unpredictable creativity that AI can’t replicate. These moments of raw expression offer a glimpse into the future of filmmaking, where technology serves as a tool, not a creator, allowing human ingenuity to shine.
Chu’s insights serve as a powerful reminder of the vitality of human interaction in storytelling. While technology, including AI, continues to evolve, the heart of filmmaking remains grounded in authentic human emotion and connection.
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