* When Wonka reveals the Chocolate Room to the tour group: it's a vibrantly colorful wonderland that the camera and score treat with a quiet, respectful awe. And suddenly we hear Wonka in voiceover: "Hold your breath. Make a wish. Count to three," which leads into the lovely, haunting, joyful musical number "Pure Imagination". The way he keeps holding the group back as they progress down the stairs, the little punchline involving the buttercup...
* Charlie is sometimes accused of being a PinballProtagonist, at least he actually tries to help the others when there in trouble.
** Like when he held out the giant lollipop for Augustus to grab. It may not have been all that awesome, but at least he actually tried.
*** He was the first to notice that Augustus was too close to the river.
** Or when the tour was done, he asked Wonka, not about his prize, but about the other kids.
** [[spoiler: Or refusing to sell the Gobstopper to Wonka, despite it lifting him out of poverty]].
* A bit of a meta-example: in the scene near the end of the film- the '''[[MemeticMutation "YOU GET NOTHING! YOU LOSE! GOOD DAY, SIR!"]]''' scene- the look of shock on Charlie's face is [[EnforcedMethodActing completely genuine. Gene Wilder never told anyone just how furious he was going to act in that scene.]] Damn, that's good acting!
* Grandpa Joe resolving to give up tobacco, even with Mrs. Bucket discouraging him.