A Minecraft Movie director Jared Hess has defended the behaviour of fans during screenings.
TikTok is full of videos of fans watching the hugely-popular film at the cinema and throwing mountains of popcorn around when the Chicken Jockey appears, its arrival announced on-screen by an excitable Jack Black.
Some cinemas have tried to prohibit the behaviour, claiming it is disruptive, while others have encouraged it with specials screenings (while stating that filming the screen during these moments is technically piracy).
In an interview with the New York Times, Hess gave his two cents (or Minecoins) on the contentious trend, calling it "a true party".
"It's way too funny," he told the publication. "It's been a total blast. I'm just laughing my brains out every time someone sends me a new video."
"Just the fact that people are making memories at the movies – that's what it's all about," he continued. "That's why we do it."
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"I never could have anticipated this level of passion and fun and craziness that's happening," he added. "No-one's going to get hurt from popcorn.
"Look, when I go to the movies with my kids, it's like a popcorn massacre that happens and they're not throwing anything, but it ends up on the ground regardless."
When asked why he thinks it's that moment specifically that sets everyone off, Hess said that it's a combination of the Chicken Jockey being such a rare occurrence in the Minecraft game, and the way that Jack Black announces its appearance.
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"Jack says it with such passion," he explained. "Everything that comes out of his mouth in the film is spoken with such authority and seriousness, like this is the most important thing anybody has ever heard in their life.
"I think people just love the craziness of it."
A Minecraft Movie is playing in cinemas now.
Reporter, Digital Spy George is a freelance writer who specialises in Movies and TV. After graduating with a degree in Film Studies and Journalism from De Montfort University, in which he analysed the early works of Richard Linklater for his dissertation, he wrote for several websites for GRV Media. His film tastes vary from blockbusters like Mission: Impossible and John Wick to international directors such as Paolo Sorrentino and Hirokazu Kore-eda, and has attended both the London and Berlin film festivals.
