Since its release, the song has been covered and remixed hundreds of times by a wide variety of artists.[3] The original song was not popular when it was first released. The film itself was not a blockbuster and other songs from the soundtrack performed better. It was not until the movie began appearing on television reruns in the 1980s that the film and "Pure Imagination" became more well known.[2][4] Although the original song never charted, some cover versions have done so.[5][4]
In the week following Wilder's death in 2016, the song rose in streams and sales by more than 1000%.[5] The song was featured in television, radio, and social media tributes to Wilder.[4][6] While it was absent from the 2005 film adaptation Charlie and the Chocolate Factory, the song was featured in the 2023 prequel film Wonka, both in its promotional materials and the film itself, sung by Timothée Chalamet as Wonka.[7]
In the Charlie and the Chocolate Factory musical, every production except the London version, which has it in the Great Glass Elevator, has Willy Wonka sing it in the Chocolate Room.
