Once again a press tour is eclipsing the thing itself that is being promoted. If you’ve somehow missed the juggernaut that is the Wicked promotional machine, well done you - and where is the rock you’re living under, I bet you’re very productive.

Oh it’s been fun, don’t get me wrong - if a bit alarming at how often Ariana Grande and Cynthia Erivo are bursting into tears in interviews - theatre kids riding a moment, sure, but it’s started to feel a leetle distressing. What on earth happened on that set? Is the round of promotional duties really so gruelling?

To sum it up, take this clip, one of many doing the rounds: an interviewer flags a social media trend for “holding space” for the lyrics of one of the film’s songs, Defying Gravity, an idea has them weeping - Ariana even clutching Cynthia’s lone finger for comfort… until the journo backtracks spectacularly to say, well, she has seen a least a “couple” of instances. It’s been relentlessly and hilariously memed.