Popcorn has long been synonymous with cinema, a delightful snack that enhances the experience of watching a film. However, the humble popcorn bucket is now undergoing a transformation, evolving from a mere receptacle for popcorn into a collectible commodity fueling revenue streams for theaters. This trend, which gained momentum during the COVID-19 pandemic, highlights how theaters are adapting their merchandise strategies to lure back moviegoers who have developed different habits during their time away from cinemas.
AMC Entertainment, one of the largest movie theater chains, has played a significant role in this shift. Once a theater that did not offer any merchandise, AMC saw substantial revenue growth—around $65 million—by introducing novelty popcorn buckets and themed merchandise. The success of the popcorn bucket craze can be traced back to high-profile events, such as the release of the AMC-exclusive movie “Taylor Swift: The Eras Tour” in October 2023, during which sales skyrocketed. This prompted theater operators to rethink how they can integrate collectibles into the overall moviegoing experience, enhancing their business model in a changing landscape.
Concessions are essential for movie theaters’ financial health, especially as ticket sales have faced challenges due to fewer theatrical releases and changing audience behaviors. The introduction of specially themed popcorn buckets serves multiple purposes: they create excitement around new releases, encourage concessions purchases, and elevate the overall value of attending a movie. For example, Paul Farnsworth, the executive director of communication and content at B&B Theatres, emphasizes how these collectible items help rekindle the habit of cinema attendance, which waned during the pandemic.
Visitors can now take home a unique memory—a popcorn bucket that stands as a tangible reminder of the cinematic experience. The importance of emotional marketing cannot be overstated as buckets become more than just containers; they evolve into artifacts that connect audiences to their favorite films long after the credits roll. Cinemark’s CEO Sean Gamble observed the explosive success of their “Scream” popcorn bucket, which sold out almost instantaneously upon release, demonstrating a strong consumer desire for exclusive items that enhance the viewing experience.
While theme parks like Disney have long capitalized on the concept of collectible merchandise, movie theaters have been slow to embrace this trend until recently. Companies like Zinc Group began focusing on the U.S. market only around 2016, but they have since made significant strides in developing unique popcorn buckets that meet the demands of theaters and consumers alike. A notable example was the R2-D2 popcorn bucket for “Star Wars: The Rise of Skywalker,” which sold rapidly, validating the collectible concept in the cinema space.
The industry appears to have hit a watershed moment with the infamous popcorn bucket designed for “Dune: Part Two.” This popcorn bucket gained notoriety for its unintended viral nature and sparked fervent online discussions, demonstrating how design can significantly impact the commercial success of such products. Its resale frenzy on platforms like eBay highlighted a burgeoning secondary market, where a single bucket sold for up to $210, creating a “fear of missing out” (FOMO) among consumers.
With the growing popularity of popcorn buckets, theaters are vying for the most innovative designs. Studio partnerships have become crucial in developing exciting and recognizable bucket shapes as franchises line up blockbusters for release. Ryan Reynolds illustrated this competitive spirit by launching a popcorn bucket inspired by his film “Deadpool & Wolverine,” which released alongside significant pop culture events like San Diego Comic-Con.
The coming years promise an influx of blockbuster films that theaters can leverage to create unique merchandise offerings. Popular franchises such as “Super Mario”, “Avatar”, and “Jurassic World” are set to hit theaters, providing various opportunities for collectible popcorn designs. However, it’s important to note that managing inventory is critical; theaters face a narrow window of sales as these items must be tied to specific release dates.
B&B Theatres, for instance, must carefully choose which merchandise to offer based on the built-in fan base of upcoming films to ensure they meet consumer demand without excessive overstock. With revamped strategies and heightened consumer interest, the realm of popcorn buckets is set to thrive. As entertainment evolves in a post-pandemic world, these collectible items will continue to play an integral role in how audiences experience cinema, merging film and fandom in a way that enhances the overall enjoyment and nostalgia of going to the movies.