For decades, popcorn has been synonymous with the movie-going experience, serving not only as a beloved snack but also as a significant source of revenue for theaters. In a surprising twist, the containers that house this cinematic staple—the popcorn buckets—have evolved into a merchandise phenomenon that amplifies the overall theater experience. No longer relegated to mere functionality, popcorn buckets have transformed into collectible items that engage audiences in new and exciting ways.
Historically, movie theaters have focused on the film itself, leaving concessions as an afterthought. However, this trend began to shift, particularly post-pandemic. The desire for memorable experiences has surged, and theaters now recognize that creating an event around a movie can draw audiences back in. Paul Farnsworth, executive director of communication and content at B&B Theatres, encapsulates this sentiment, noting, “The eventizing of cinema has never really been as important as it is now.” As cinema attendance fluctuates, theaters are now tasked with re-establishing habits that lapsed during 2020 and 2021, and uniquely crafted popcorn buckets play an integral role in that reinvigoration.
The move toward merchandise that resonates with moviegoers has proven financially beneficial. AMC Entertainment, which previously eschewed the sale of merchandise, reported $65 million in revenue from novelty buckets, drink sippers, and T-shirts. This pivot was notably influenced by the overwhelming success of themed merchandise tied to specific movie releases. AMC CEO Adam Aron referenced the significant sales of popcorn buckets associated with “Taylor Swift: The Eras Tour,” suggesting that a successful merchandise strategy can create an allure that encourages repeat visits to theaters.
However, this newfound merchandising trend isn’t limited to AMC. Competitors like Cinemark and Regal are also tapping into the nostalgia and excitement associated with collectible cinema memorabilia. For example, Cinemark experienced remarkable demand for a “Scream VI” popcorn bucket, which sold out almost immediately upon release. Such instances are not merely about creating novelty but are a deeper strategy to forge connections between movie premieres and consumer experiences.
The integration of pop culture into popcorn buckets has opened new avenues for creativity and appeal. Many timeless movie franchises have inspired unique designs, often making them hot-ticket items for collectors. This approach has been likened to theme park merchandise, which has long capitalized on customers’ desires to commemorate their experiences. The success of popcorn buckets, like the one tied to “Star Wars: The Rise of Skywalker,” demonstrates that movie theaters can finally embrace this lucrative trend, playing catch-up to other segments of entertainment, where tangible memorabilia are the norm.
The release of the popcorn bucket inspired by “Dune: Part Two” encapsulates the trend’s growth. Despite crude comparisons made to the design, the popularity surge of these collectibles shows how aware studios and theaters are becoming about consumer psychology. The buzz surrounding limited-edition items stimulates a “fear of missing out,” propelling consumers into action. Lindsay Brookshier highlighted how social media dynamics enhance this excitement, creating a buzz that encourages rapid sales and resales on platforms like eBay.
As theaters increasingly collaborate with merchandising companies, they find themselves navigating a burgeoning competitive landscape. Rod Mason, vice president of business development at Zinc Group, noted the fierce competition between cinemas and manufacturers vying for consumers’ attention. This ongoing conflict leads to innovation in design and strategy, elevating the relevancy of popcorn buckets beyond simple utilitarian roles.
The evolving landscape has prompted theater chains to reassess their product offerings. B&B Theatres, for instance, strives to maintain a balance between intriguing new launches and the risk of underwhelming sales. Farnsworth provided insight into their cautious but calculated approach: “Unlike our normal popcorn bags, which are evergreen, if you don’t sell the [product], you probably won’t sell them a month after the movie.” This reality amplifies the need for strategic product selection tied closely to upcoming blockbusters.
With numerous blockbuster films slated for release a few years ahead, the future looks bright for theaters aiming to capitalize on this trend. Upcoming titles, from superhero sagas to highly anticipated animated films, present rich opportunities for themed merchandise that can drive further fan engagement. As Aron from AMC suggested, increasing inventory quantities will be crucial in reducing the anxiety around limited editions, allowing more fans to partake in the excitement and connection offered by these collectible items.
The transformation of popcorn buckets from simple vessels into sought-after collectibles is redefining the landscape of cinematic loyalty and experience. These iconic containers are no longer just part of the backdrop; they have become pivotal in enhancing viewer engagement while helping theaters rebound from challenges faced in recent years. By continuing to innovate with themed merchandise, the industry stands poised to ensure that the next generation of moviegoers carries fond memories—and unique popcorn buckets—into the future.