Uncanny Valley | WIRED WIRED Roundup: Making Art In the AI Era, With Wicked’s Jon. M Chu
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Dec 12, 2025 
Join filmmaker Jon M. Chu, known for directing Wicked and Crazy Rich Asians, as he shares insights on the evolving landscape of Hollywood. He dives into the power of viral marketing and its influence on Wicked's success. Chu also discusses the role of AI in his creative process, viewing it as a helpful tool while emphasizing the need for authentic human moments in film. Additionally, he reflects on the importance of representation and how his work aims to challenge typecasting and foster inclusivity in storytelling.
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Bay Area Roots Shaped His Storytelling
- Jon M. Chu grew up in the Bay Area and his parents ran a Chinese restaurant that shaped his worldview and work ethic.
- He saw Wicked early in a local theater and felt a personal connection to reframing The Wizard of Oz through immigrant perspectives.
Bring Fans Into The Process Early
- Engage with fan communities early and include them in the process to build ownership and momentum for a film.
- Use social platforms to share music, casting, and behind-the-scenes access as part of storytelling.
Early Social Media Taught Fan-First Filmmaking
- Chu recounts early social-media marketing lessons from Step Up and Justin Bieber that changed how he made and promoted films.
- He describes becoming part of fandoms and using platforms to connect directly with audiences during production.