In recent years, an intriguing trend has emerged within the movie theater industry: the rise of specialty popcorn buckets and other merchandise. Traditionally integral to the movie experience, popcorn never commanded as much attention as its container did. Popcorn buckets, however, are evolving into a new form of collectible merchandise that enhances both the customer experience and revenue streams for theaters. In particular, industry players like AMC Entertainment have tapped into this movement, generating significant sales from popcorn-related products. As theaters strive to fill seats and rekindle interest in cinema, these unique items may just hold the key to remembering both the film and the outing.
The transformation of concession sales into collectible items began to gain traction when AMC launched its novelty popcorn buckets alongside its title release, “Taylor Swift: The Eras Tour.” CEO Adam Aron recalls how this endeavor sparked a trend that quickly resulted in a lucrative revenue channel, with more than $65 million reported in merchandise sales last year. This shift reflects broader changes in the entertainment landscape, indicating that theaters are beginning to recognize the merchandising aspect as an essential component of their business models.
Theater chains learned hard lessons in the wake of the COVID-19 pandemic, acknowledging that audiences needed encouragement to return to theaters. According to Paul Farnsworth, executive director of communication and content at B&B Theatres, the pandemic-induced gap made evident how essential it was to create an “event-like” feel for moviegoing. Novelty items, particularly popcorn buckets, have served as a bridge, rekindling that long-passed habit of attending cinemas. “The eventizing of cinema has never really been as important as it is now,” Farnsworth noted. By attaching a tangible, or at least recognizable, part of the experience to films via collectible popcorn containers, theaters can instill a sense of urgency among audience members to see blockbusters on opening weekends.
With 2024’s box office receipts showing a decline, theater chains are keen to revitalize audience engagement. They are increasingly banking on unique merchandise to enhance the viewing experience, much like the strategies employed by theme parks for decades. Not only do these popcorn buckets complement the movie-going experience, but they also serve as keepsakes, fostering nostalgia and positive associations long after the credits roll. This dual-purpose role is an area ripe for expansion.
The success of merchandise offerings reflects an appreciation for memorabilia in various entertainment sectors. In particular, the theme park model has demonstrated the lucrative nature of collectible items. Cinemark’s Sean Gamble highlights this phenomenon, pointing to the surprise success of themed popcorn buckets tied to films like “Scream VI.” The immediate sell-out indicated a hunger from audiences for fun, unique items that they could take home after their cinematic experience.
As productions increase post-pandemic, popcorn buckets are seizing attention, becoming tools for nostalgic marketing that is both clever and interactive. The recent release of a popcorn bucket resembling the sandworms from “Dune: Part Two” illustrates the potential for social media to launch these items into the spotlight. The unexpected comparisons to adult themes amplified its desirability, creating a viral marketing moment that some might only dream of. This blend of creativity and pop culture savvy hints at how effective novelty items can be in driving both ticket and merchandise sales.
As competition heats up among theaters, particularly in the U.S., chains are striving to outdo one another by rolling out trendy popcorn containers. With renowned brands like Disney and Universal raising the stakes, smaller theaters must navigate the market meticulously. Notably, companies like Zinc Group have taken on the role of connecting merchandise design with cinemas, although initial hesitance from theater chains hindered broader adoption in prior years.
Now, however, the industry is embracing novelty items with fervor. Exclusively designed popcorn buckets, such as the Wolverine-shaped vessels from Ryan Reynolds’ upcoming film, are changing how audiences interact with franchises. With social media amplifying the allure of collectible items, theaters that remain on trend will undoubtedly reap the benefits amid a resurgence of interest in big-screen films.
Excitingly, the future holds a wealth of blockbuster releases that could dictate the next wave of collectible popcorn buckets. With highly anticipated titles slated for the coming years, including “Super Mario Bros.” and various sequels to established franchises, the scope for specialized merchandise is unparalleled. The strategy for theater chains moving forward will involve smart selections in product offerings versus several short-lived promotional items that might not gain traction.
As cinemas anticipate growing audiences and new films, investing in merchandise can ultimately provide a competitive edge in the ever-evolving entertainment landscape. This burgeoning trend underscores an intriguing phase in the relationship between audiences and movie theaters—turning a simple snack into a delightful and collectible experience. With a focus on unique marketing strategies, theaters can enhance engagement while increasing revenue—reshaping the entire movie-going experience and ensuring audiences return to their favorite cinematic escapes once more.