If there’s anyone who understands the importance of viral marketing, it’s Wicked: For Good director Jon M. Chu. While directing Bieber’s concert film, Never Say Never, in the late aughts, Chu said the then-14-year-old star used Twitter to introduce Chu to fans. Photograph: Annie Noelker Photograph: Annie NoelkerA Bay Area native, Chu said he has always felt partially indebted to the tech world for his start in entertainment. “I was built by the generosity of this place, and I feel a great responsibility when I’m back,” Chu said. The director also said that because of his longtime relationship with technology, he’s somewhat open-minded when it comes to the interplay between AI and filmmaking.