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]
Gary Valenciano covered the song for his 1986 movie, Horsey Horsey, Tigidig-Tigidig, during one of Belinda's fantasy where they ride on a back of flying horse with her husband and their friend Johnny, Eddie and Gringo (portrayed by Tito, Vic and Joey respectively).
In 1997, jazz pianist Bill Charlap recorded a solo piano version of the song on his album All Through the Night (Criss Cross Jazz 1153).[10]
In 2011, the song made its first entry into the Billboard Hot 100 when it was covered by the cast of the TV series Glee. (US No. 59)[11]
In September 2013, the song was featured in a Chipotle short film, sung by Fiona Apple.[12] (US No. 104)[13]
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.
