The Minecraft Movie has become a surprise box office hit—and a viral sensation in theaters. Director Jared Hess says he's been “laughing my brains out” at fan reactions, from shouting and jumping to tossing popcorn mid-scene. “It’s way too funny,” Hess told The New York Times, adding that watching videos of the chaos has been a blast.

Despite mixed reviews from critics, the film smashed expectations with a $300 million global opening weekend. Featuring stars like Jason Momoa, Jack Black, and Jennifer Coolidge, the movie follows four misfits transported into the Minecraft Overworld.

One scene, in which Black’s character yells “Chicken jockey!” as a baby zombie rides a chicken, has become a fan-favorite meme. “Jack says it with such passion,” Hess said.

While most reactions are good-natured, some UK cinemas have issued warnings over rowdy behavior. Still, Hess says the response proves, “People are making memories—that’s why we do it.”