Directors of 'Pizza Movie' React to 'I'm Good Bro' Meme: 'We're Still Trying to Fully Comprehend It'

The unexpected viral success of a single meme has the filmmakers of the Hulu comedy grappling with the unpredictable nature of internet culture.

Apr. 12, 2026 at 1:44am

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An abstract close-up image of shattered glass and glittering sequins, captured in dramatic high-contrast studio lighting, conceptually representing the disruptive power of internet memes to reshape the narrative around a film.The unexpected viral success of a single meme has the filmmakers of the Hulu comedy 'Pizza Movie' grappling with the unpredictable nature of internet culture.Palm Springs Today

When the Hulu comedy film 'Pizza Movie' starring Gaten Matarazzo became the subject of a viral 'I'm good bro' meme, directors Brian McElhaney and Nick Kocher found themselves navigating the unexpected impact of internet culture on their work. Rather than fight the meme, the filmmakers have chosen to embrace it, showcasing a refreshing self-awareness about the power of memes to shape a film's narrative before audiences even see it.

Why it matters

This story highlights how memes have become a central part of how audiences engage with and interpret media in the digital age. The 'I'm good bro' meme risks reducing 'Pizza Movie' to a punchline, raising questions about how much control creators have over their work's public perception. The directors' response, however, demonstrates a savvy understanding of modern audience dynamics and the value of connecting with fans on their own terms.

The details

The 'I'm good bro' meme features a still of Gaten Matarazzo's character screaming, paired with the dismissive caption. This meme took on a life of its own, evolving to 'It's good bro,' much to the directors' amusement. McElhaney and Kocher have chosen to lean into the meme, with Kocher even joking about the film's legacy. This self-aware approach highlights their understanding that memes are a form of cultural commentary that can't be ignored.

  • The 'I'm good bro' meme emerged shortly after the release of 'Pizza Movie' on Hulu.

The players

Brian McElhaney

Co-director of the Hulu comedy film 'Pizza Movie'.

Nick Kocher

Co-director of the Hulu comedy film 'Pizza Movie'.

Gaten Matarazzo

Star of 'Pizza Movie' and known for his role in the Netflix series 'Stranger Things'.

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What they’re saying

“We're still trying to fully comprehend it.”

— Brian McElhaney, Co-director of 'Pizza Movie'

“Any press is good press?”

— Nick Kocher, Co-director of 'Pizza Movie'

What’s next

The directors will continue to monitor the impact of the 'I'm good bro' meme on the public perception and reception of 'Pizza Movie'.

The takeaway

This story highlights how memes have become a powerful force in shaping the narrative around media, challenging creators to adapt their approach and engage with audiences on their own terms. The directors' response showcases a refreshing self-awareness and willingness to embrace the unpredictable nature of internet culture.