The movie-going experience has consistently relied on popcorn as a quintessential snack. Still, a fresh trend is emerging that amplifies not just what patrons consume but also the in-theater experience itself—novelty popcorn buckets. This pivot reflects a broader transformation in cinema culture, particularly as theaters seek to reinvigorate attendance in a post-pandemic world.
Historically, the focus of most movie-goers has been on the films themselves. However, in an unexpected strategic move, theaters like AMC Entertainment have begun to realize the potential of merchandise sales as an additional revenue stream. Until recently, AMC did not capitalize on merchandise at all. But the introduction of novelty items like themed popcorn buckets has generated approximately $65 million in revenue, showing that there is significant consumer interest.
According to AMC’s CEO, Adam Aron, launching products alongside films like “Taylor Swift: The Eras Tour” has shown the brand the value of regular merchandise releases. The concept has not only filled needs during times of diminished box office sales but has also created excitement among moviegoers, inviting them to capture and share their experiences.
Other theaters, including Cinemark and Regal, have followed suit in embracing this trend. They’re using the allure of specialty popcorn buckets to enhance the consumer experience and encourage quick ticket purchases for major film releases. In a climate where the industry faces profound change, operators recognize the need to “eventize” cinema, making it an occasion for which audiences will prioritize their attendance.
Paul Farnsworth of B&B Theatres commented on the importance of unique merchandise during this challenging period. “Theaters can add value to a customer’s trip to the movies through these exclusive items,” he explained. This approach also provides patrons with a tangible memory of their outing, which can contribute to shared social media moments that keep the cinematic experience alive long after the credits roll.
Interestingly, U.S. cinemas have been slower to adopt this merchandise model compared to theme parks, where popcorn buckets and other character-themed items have long been a staple. Companies like Zinc Group have catered to theme parks for years but are now turning their attention to the movie industry. Rod Mason, from Zinc, highlighted the ironic transformation of theater merchandise as U.S. cinemas adapt better designs that fit within traditional cup holders and moviegoing habits.
The breakthrough moment for themed popcorn buckets appears to have been with the R2-D2 design for “Star Wars: The Rise of Skywalker,” which broke sales records and set the precedent for future thematic releases. It showed that movie merchandise could have a life of its own beyond mere souvenirs, influencing how viewers engaged with films.
The recent emergence of viral popcorn buckets—like the infamous “Dune” bucket designed to resemble a sandworm—reveals the influence of social media on consumer behavior. Lindsay Brookshier, content director at MickeyVist.com, notes that limited availability combined with social media exposure creates a fear of missing out (FOMO). This drives eager fans to purchase the items quickly, adding an element of urgency to the shopping experience.
Even the star of “Deadpool,” Ryan Reynolds, has tapped into this merchandise trend by creating unique popcorn containers to promote new releases. This speaks volumes about how the dynamics of movie promotions have evolved to integrate merchandising more thoroughly.
Looking forward, the landscape of movie releases is bustling with upcoming big titles. As theaters anticipate an influx of blockbuster films, the competition for novelty merchandise will only intensify. Theny’ll need to remain strategic about which products to launch. B&B’s Farnsworth mentioned that while certain films may guarantee merchandise sales due to their loyal fanbases, theaters have a small window to sell these items. If they miss out on the peak selling periods, they face the risk of leftover stock that seldom sells.
AMC has announced plans to expand its merchandise line significantly, proving its commitment to this new revenue avenue. With thousand-unit orders already in the pipeline, it’s evident that theaters are no longer just places to watch films; they are evolving into full-fledged experiential venues.
Popcorn buckets have taken on a new level of importance, evolving from simple containers to collectible pieces that enhance the movie-going experience. As theaters adapt to new realities and consumer expectations, one thing is clear: the era of the popcorn bucket is just beginning.