For many, the smell of fresh popcorn and the sound of the latest blockbuster play a pivotal role in the cinematic adventure. However, a remarkable shift is underway that transcends just what pops in the movie theater: the receptacles in which this beloved snack is served. Once overlooked, popcorn buckets have become a dynamic asset for movie theaters seeking to revive interest and boost revenue in an increasingly competitive market. The emergence of novelty items has transformed the experience of attending a film, turning it into a collectible adventure.
The Rise of Merchandise in Cinemas
Historically, the cinema experience primarily revolved around the film itself, with minimal focus on ancillary merchandise. This trend began to shift in recent years, particularly marked by AMC Entertainment’s success in tapping into the collectible market. Just three years ago, AMC had no merchandise offerings, but by last year, it generated a staggering $65 million from the sale of novelty popcorn buckets and drink sippers. The phenomenon began with “Taylor Swift: The Eras Tour,” setting the stage for a monthly rollout of unique popcorn containers designed to appeal to movie-goers’ desires for mementos.
Other theater chains, such as Cinemark and B&B Theatres, have quickly followed suit, recognizing the importance of creating an immersive experience. As theaters look to stimulate demand and revitalize interest in cinema following a dip during the pandemic, these novelty items serve to increase foot traffic, incentivizing audiences to return to theaters for new releases.
The proliferation of themed popcorn buckets has garnered the attention of patrons who view these containers as more than just vessels for popcorn. The unique designs often serve as tangible reminders of the cinematic experience, transforming a simple outing into a cherished memory. Paul Farnsworth of B&B Theatres has indicated that the movie-going experience has changed post-COVID, requiring theaters to “eventize” the cinema experience to rekindle attendance habits that fell by the wayside.
Farnsworth emphasized that these collectible buckets not only draw audiences in but also provoke excitement and engagement while patrons are at the theater. Guests often engage with these items on social media, proudly showcasing their popcorn buckets, and creating a buzz that can only translate into higher sales.
Case Studies: The Impact of Unique Designs
Several case studies illustrate the surging popularity of collectible popcorn containers. Cinemark’s themed buckets, inspired by the franchise “Scream,” not only sold out but were resold for premium prices online, showcasing the immense demand. The success of this product proved to be a bellwether for the entire market, encouraging theaters to continue expanding their selection of branded items.
One of the most discussed examples of this trend is the now-infamous popcorn bucket for “Dune: Part Two.” While the initial design attracted criticism for its resemblance to crude adult themes, it ultimately sparked a fervor among fans. The limited supply and hype drove prices for resales sky-high, further fueling the interest in theater merchandise. Ryan Reynolds’ cheeky response to the madness, with his own popcorn bucket for “Deadpool & Wolverine,” epitomizes how studios are now actively collaborating to expand this niche market.
The movie industry is poised for a set of blockbuster releases in the coming years, presenting ample opportunities for new novelty popcorn designs. Upcoming films such as “Captain America: Brave New World” and “Super Mario Bros.” sequels have built-in audiences craving merchandise, making them ideal candidates for collectible containers.
The emerging popcorn bucket craze does not come without its challenges. Theaters must be strategic about the products they select and carefully gauge potential demand. Unlike regular popcorn bags, that continue to sell year-round, specific novelty items have a much shorter sales window tied to the lifetime of the film’s popularity. They risk being left with unsold merch if they fail to anticipate demand accurately.
The evolution of popcorn buckets from a simple snack container to a coveted collectible reflects a broader trend in cinema—a movement towards enhancing the movie-going experience through tangible mementos. With theaters working diligently to create unique designs that resonate with fans, the potential for increased revenue and revitalized interest in cinema is substantial. The popcorn bucket revolution signals a promising future for theaters willing to embrace innovation and create engaging experiences for their audiences.