The experience of watching a film in a theater has, for generations, been accompanied by the delightful crunch of popcorn. However, in recent years, this ubiquitous snack has evolved from a simple movie companion into a collectible, thanks to the innovative spirit of cinema exhibitors. The integration of specialized popcorn buckets into the overall cinematic experience has not only transformed the way moviegoers perceive their outing but has also contributed significantly to the financial recovery of theaters post-pandemic.
For a long time, vendors at movie theaters largely focused on traditional concession items—mainly popcorn and drinks. However, a seismic shift occurred when AMC Entertainment began to embrace merchandise selling, particularly focusing on themed popcorn buckets and drink holders. With its foray into this niche, AMC reported an impressive revenue of $65 million from these new products, heavily influenced by the success of their promotional tie-in with the highly anticipated “Taylor Swift: The Eras Tour” film. According to AMC’s CEO, Adam Aron, this marked the beginning of a trend that has since led to a regular rollout of novelty items, emphasizing the importance of merchandise as a compelling aspect of the cinema experience.
The rise in merchandise sales isn’t isolated to AMC. Other cinema chains like Cinemark, Regal, and B&B Theatres have recognized the opportunity to enhance customer engagement and excitement by introducing exclusive popcorn buckets. These offerings have turned visits to the theater into an event, encouraging patrons to not only see movies but also to collect memorable keepsakes from their experience.
Post-COVID, the cinema industry faced significant challenges, including declining attendance rates as audiences lost the habit of going to theaters. To counteract this trend, theater operators focused on creating engaging and immersive experiences around film releases. Paul Farnsworth, who oversees communication and content at B&B Theatres, highlights the importance of eventizing cinema, making each trip to the theater feel special, thus reinvigorating interest among former moviegoers.
Furthermore, the presentation of unique popcorn buckets has the added benefit of functioning as a physical reminder of the outing. These collectibles offer patrons a tangible way to relive their experience long after the credits roll. Theaters report that customers take pictures with their themed containers and often display them, which in turn cultivates a nostalgic connection to their cinematic adventures.
The entry of unique popcorn buckets into the mainstream was marked by specific high-profile releases. The immense popularity of themed buckets tied to movies like “Scream VI” illustrates just how effective this strategy can be. Cinemark’s Sean Gamble noted that the bucket designed for “Scream” exceeded expectations, selling out rapidly, which underscores the potential for event-themed merchandising.
Despite US theaters initially lagging behind theme parks, which had long embraced collectible merchandise, the tide shifted with the introduction of innovative designs. The 2019 release of an R2-D2 popcorn bucket proved to be a watershed moment, breaking the mold for traditional theater merchandise. Similarly, the controversial “Dune: Part Two” bucket further exemplified how unique designs can drive demand, creating a frenzy that saw these items sell for inflated prices on secondary markets. These phenomena emphasize a newfound consumer appetite for collectible cinema merchandise.
The road ahead for theater merchandising appears promising, particularly as the film industry prepares for a wave of blockbuster releases. Upcoming titles are expected to provide ample opportunity for exclusive popcorn buckets, creating numerous possibilities for theaters to engage with audiences. Both AMC and B&B have noted the importance of planning around large-scale releases, identifying which films possess the audience draw to justify creating special merchandise.
B&B’s Farnsworth indicates that careful curation and inventory management will be critical, particularly for films with established fan bases like “Wicked.” While the potential for cinematic tie-ins is extensive, it remains essential for theaters to strike a balance between supply and demand to avoid surplus, as these novelty items have a limited window of popularity.
AMC’s Aron has made significant commitments with larger orders to meet demand without the risk of sellouts on opening day. With increasing competition in this niche market and improvement in consumer sentiment towards in-theater experiences, popcorn buckets may well become a staple component of the movie-going experience.
The convergence of cinema and collectible culture is redefining how audiences interact with films and the spaces in which they are presented. By effectively marrying merchandising with the movie experience, theaters are paving the way for a future that could rejuvenate a once-stagnant industry, drawing audiences back to the silver screen one collectible at a time.