For many, the smell of freshly popped popcorn is synonymous with the excitement of attending a movie theater. This beloved snack has been an integral part of the cinema experience for decades, but recent trends suggest that popcorn is evolving into something much greater than just a tasty treat. The humble popcorn bucket has transformed into a collectible item, turning a simple concession into a significant revenue generator for theaters. Amidst changing consumer habits and industry challenges, theaters are now capitalizing on the allure of uniquely designed popcorn buckets as part of their brand strategy.
Around just a few years ago, major theater chains like AMC Entertainment barely engaged in merchandise sales. Fast forward to 2023, and AMC raked in approximately $65 million from novelty items, including popcorn buckets, T-shirts, and drink sippers. The surge in demand can be traced back to the success of exclusive merchandise tied to major film releases, notably AMC’s venture with “Taylor Swift: The Eras Tour.” As CEO Adam Aron describes, the debut was a pivotal moment that encouraged the theater chain to think about merchandise more creatively and aggressively.
Other chains, including Cinemark and Regal, quickly recognized the benefits of this merchandising strategy. They realized that the battle for moviegoers extended beyond just films; it involved creating a unique experience that included items patrons would want to take home. Paul Farnsworth from B&B Theatres asserted, “The eventizing of cinema has never been as crucial as it is now,” underscoring the importance of re-engaging audiences who might have strayed from regular cinema visits post-COVID-19.
The success of unique popcorn buckets serves as a reminder of the power of nostalgia and exclusivity in marketing. Collectible popcorn buckets offer patrons a tangible connection to the films they love. The design of these items often references beloved characters or iconic symbols from movies, drawing in avid collectors and casual fans alike. For example, both AMC and Cinemark found remarkable success with themed buckets linked to horror franchises, like the elaborate designs created for “Scream VI.” The breath of fresh ideas across theater chains is evident in their strategic decisions to embrace merchandising’s potential.
The trend aligns with practices seen in theme parks, where merchandise often capitalizes on the emotional connection guests have with specific franchises. However, U.S. movie theaters were initially slow to adopt these merchandising innovations. Rod Mason of Zinc Group shed light on this delay, indicating that design shortcomings, such as issues with item compatibility for cup holders, had hindered early efforts. Yet, with strategic pivots and collaborations, the popcorn bucket market is now bursting with opportunities.
Social media plays a crucial role in the rise of popcorn bucket popularity today. The viral nature of merchandise, exemplified by the infamous sandworm bucket associated with “Dune: Part Two,” has cultivated a distinct kind of buzz among consumers. Observations made by specialists reveal that the perceived scarcity of unique popcorn buckets creates urgency, driving up demand and sales. Lindsay Brookshier of MickeyVist.com highlights this phenomenon, suggesting that “fear of missing out” accelerates purchases when individuals see coveted items showcased online.
Star Ryan Reynolds even recognized this trend, humorously referring to the year as the “War of the Popcorn Buckets” when promoting his own themed merchandise. Such moments fuel excitement and engagement across social platforms, creating a community around collectible items and enhancing the overall cinematic experience.
As production issues from the pandemic recede and blockbusters fill the 2025 film calendar, theater chains are preparing for a merchandising onslaught. Major releases promise an influx of collectible popcorn buckets, positioning theaters to maximize revenue while enhancing audience connections with their favorite franchises. The upcoming years will see opportunities for theater chains to innovate and expand their merchandise offerings.
Despite the evolving landscape, theater chains must be strategic in managing inventory and aligning products with audience expectations. Paul Farnsworth of B&B Theatres notes the importance of choosing the right products wisely, highlighting the short selling window often associated with movie-themed items. Meanwhile, AMC’s plans to scale up production suggest an ambition to meet rising consumer expectations head-on.
The evolution of popcorn buckets from mere vessels to coveted collectibles indicates a broader transformation within the movie industry. As theaters innovate and explore new avenues for engagement, popcorn, a staple snack in cinema history, finds itself at the forefront of building memorable experiences while simultaneously bolstering the industry’s bottom lines. The popcorn bucket revolution may be just beginning, and it promises an exciting chapter for both moviegoers and theaters.