Popcorn has long been synonymous with the cinematic experience, serving not only as a delightful snack but also as a key revenue stream for theaters. Recently, however, the humble popcorn bucket has blossomed into a sought-after collectible, marking a significant shift in how audiences engage with their local movie houses. This evolution into merchandise sales has emerged more prominently in recent years, particularly post-pandemic, as cinemas have sought innovative ways to reestablish themselves in a changing entertainment landscape.
Moreover, the rise in popularity of themed popcorn buckets has shifted the perception of traditional concession items. No longer are they mere containers; they have transformed into memorabilia that captures the spirit of each cinematic release. This has encouraged theater chains to creatively embrace merchandise, establishing a new frontier in the intersection of cinema and retail.
The push for popcorn bucket merchandising has proven to be remarkably lucrative for film exhibitors. AMC Entertainment, which has historically focused on ticket sales and popcorn alone, reported an impressive revenue of approximately $65 million from merchandise sales, including novelty popcorn buckets and themed drink sippers over the past year. Adam Aron, AMC’s CEO, credits this growth to successful promotional tie-ins with popular films, such as the release of “Taylor Swift: The Eras Tour,” which sparked the theater’s newfound interest in merchandise.
Other chains, including Cinemark and Regal, have also caught onto this trend, harnessing the popularity of themed buckets to entice patrons back into theaters. Paul Farnsworth of B&B Theatres noted that the pandemic highlighted the necessity of making cinema an event-based experience, leading theaters to adopt more innovative strategies to attract audiences.
The charm of popcorn buckets lies in their ability to evoke nostalgia, creating enduring memories associated with the film experience. Farnsworth pointed out that these unique items serve as a tangible reminder of movie outings, often finding their way into home décor or serving as conversation starters during at-home movie nights. The act of taking a themed bucket home adds an emotional layer to the simple act of eating popcorn, reinforcing the value of the theater visit beyond the immediate entertainment.
The psychology of collectible merchandise has also come into play, with some releases creating a sense of urgency through limited availability. The exclusivity of certain popcorn buckets drives consumers to act quickly, leveraging the “fear of missing out” (FOMO) phenomenon. Recent example? A popcorn bucket modeled after the sandworms from “Dune: Part Two” became a viral sensation, highlighting how inventive designs can capture public interest and lead to inflated resale prices on online markets.
Despite the COVID-19 pandemic’s impact on the film industry, there has been a pronounced rebound, leading to a renewed interest in high-profile releases. As major studio productions ramp up, theaters anticipate the release of blockbuster sequels and high-stakes franchises, further incentivizing creative merchandising strategies. Future releases such as “Captain America: Brave New World” and “Super Mario Bros. Sequel” promise fresh opportunities for collectible tie-ins, with exhibitors prepared to keep up with consumer trends.
Cinemark’s response to launching a themed popcorn bucket for “Scream VI” is a testament to the effectiveness of such promotional strategies, as demand far exceeded expectations, causing supply shortages. The ripple effect of this demand has also prompted theaters to scrutinize which films merit unique merchandise and how many items should be produced.
As theater chains enthusiastically explore this burgeoning market, they must also navigate potential pitfalls. Amanda B. from content management firm Zinc warns that theaters will need to invest sensibly and gauge the popularity of certain products to avoid excess inventory that could lead to financial losses. The challenge lies in striking a balance between producing unique, engaging merchandise and managing customer interest without overcommitting resources.
The future of this popcorn bucket trend is still being defined. As films increasingly aim to immerse audiences in collectible culture, chains will continue to adapt, pushing creative boundaries to entice consumers. Whether popcorn buckets evolve into beloved collectibles or remain a fleeting trend remains to be seen, but one thing is certain: They have carved out a unique niche in the cinematic experience, forever changing the way we think about popcorn.