Wicked stars Ariana Grande and Cynthia Erivo have been crying for weeks now. Any time they discuss the film, their friendship, even their tattoos — every interview, panel, even at their premieres. They began to acknowledge how “annoying” they must seem, policing themselves – on-camera and in-print – for being too emotional. But they just couldn’t stop, and the more they cried, the more fascinated we became. 

The truth is, we’ve never seen anything like this before. Actors aren’t shy about sharing their hatred for promotion, particularly press junkets (a junket is a dedicated day for talent to sit in a hotel while journalists shuffle in and out, like in Notting Hill). I, personally, have attended press junkets many times. Usually you have only a few minutes with them, during which time you can ask 1-2 questions about the film before you are ushered out. It’s incredibly rare to receive an original answer from the actor, let alone an emotional reaction. 

@arixspovig ariana not being able to speak :’( #arianagrande #foryou #arianator ♬ original sound - delaudios

On a press tour, the journalists are usually coming with the same questions, which means the actors are forced to repeat themselves — and Wicked is no exception. For example, Ariana Grande was asked how it felt to perform under her real, full name (Ariana Grande Butera), both in a junket interview and in conversation with the New York Times. Both times, she was brought to tears. 

It’s this vulnerability that has prompted endless parodies of the Wicked press tour. Many adopted the same formula to poke fun at Grande and Erivo (TikTokkers assume the actresses roles as interviewees, then sob uncontrollably upon being asked, “So what did you have for lunch today?”). Other online comedians went much more extreme, not only referencing the pair’s intense friendship but suggesting it’s all for show. 

If this press tour was all a preconceived marketing strategy, Ariana Grande and Cynthia Erivo each deserve ‘Best Actress’ nominations for a pitch perfect performance. I, for one, can’t remember the last time there was so much online traction from junket interview clips (the viral Ariana-and-Cynthia-crying trend is likely Universal Studios’ PR team’s dream come true). Still, even with all the clicks and ticket sales the tears generate, it’s hard to deny the fact it’s all a little snarky. We’re back in high school, jeering at the theater kids for taking themselves too seriously — not laughing with them, laughing at them. 

View this post on Instagram

A post shared by Caroline Baniewicz (@carolinebaniewicz)

 
What is it about the actresses’ sincerity that strikes such a nerve?

Let’s be real — it completely breaks one of society’s foremost unwritten rules: avoid cringe at all costs. It’s cringe to candidly share, or show effort. It’s cringe to reveal our behind-the-scenes reality. Ever since we eschewed enormous Facebook albums and haphazard Instagram filters to create polished online personas, we have been in a tug-of-war to suppress our authentic selves. The fear of cringe acts as armor, guarding against a deep-rooted anxiety: that others, should they see us for who we truly are, might consider us unworthy. 

In a recent Rolling Stone interview, Billie Eilish revealed that she spent years dedicated to projecting an air of ‘rockstar mystery.’ It’s a message that is echoed early on Wicked, when protagonist Elphaba, a misunderstood witch, tries to assimilate to her peers by changing her look. Ultimately, Elphaba is still rejected by her schoolmates. Eilish also admitted that during that period of her life, she was the loneliest she had ever been. 

“I didn’t want anyone to know me, because I wanted everyone to think of me as this mysterious, cool person,” Eilish said. “I thought, ‘Oh, here I am sitting alone in my room, loving the feeling that everybody thinks I’m really cool, but I’m not actually getting anything out of that. I’m not enjoying anything in my life at all.’”

There has been a lot of confusion about all the crying on the Wicked press tour, especially since the cast will reunite next year to promote the next installment of the series. Still, it’s undeniable that Grande and Erivo’s rawness has rewritten the rules of public relations. They’ve sent a clear message that promotion doesn’t have to be so serious (see: a self-indulgent exploration of ‘the craft’) – or unnecessarily silly (see: quickfire questions about the talent’s favorite fruit), or, at it's worst, a very uncomfortable exchange.

@metroentertainment Journalist, Kjersti Flaa has shared her ‘nightmare' interview with Blake Lively from 2016, which made her want to quit her job as journalist. Blake is currently facing mass criticism over rumours of a fued with Justin Baldoni, which began during the press tour of their new film ‘It Ends With Us’. Kjersti’s interview is currently going viral with many calling out Blake for her ‘shocking’ behaviour and describing her as 'rude’ What do you make of this? 📲 Follow us for popular entertainment content and more #blakelively #blake #blakelivelydrama #justinbaldoni #itendswithus #itendswithusdrama #fy #fp #celebritynews #kjerstiflaa ♬ original sound - Metro Entertainment

Instead, they’re analyzing, and reinterpreting their relationship. They’re musing on their character’s sexuality. They’re “holding space” for the thoughts and feelings of the many, many interviewers who have a personal connection to the material. You have to hand it to them — it's got to be draining. 

Mostly, Ariana Grande and Cynthia Erivo's earnestness is a love letter to theater kids. You know, those who were kicked around for singing too loudly, or were just too proudly themselves. Yes, it’s odd. At times, cringe. But it’s real (I think), and frankly, defies the gravity of our very social construct (sorry, couldn’t resist). And with Wicked finally reaching cinemas around the world, surely they have no tears left to cry.