For decades, popcorn has been a staple of the film theater experience and the bottom line for exhibitors. Now, the container it comes in becomes just as important.
Just three years ago, AMC Entertainment did not sell anything. Last year, it made the new popcorn bucket, drink sipper and T-shirt revenues of about $65 million.
AMC CEO Adam Aron said: "It started with our own movie, Taylor Swift: The Eras Tour, which we released in October 2023 and we only sold A lot of popcorn buckets. " "This makes us do it almost all the time...just every month."
Other theater chains such as Cinemark, Marcus, Regal and B&B Theatres have also embraced popcorn buckets, using these professional items to drive franchise merchandise purchases, creating a sense of urgency to watch large movies on weekends and add to the theatrical experience. value.
"After the construction, we realized that the phenomenon of film has never been more important than it is now," said Paul Farnsworth, executive director of communications and content at B&B Theatre. "During that time, we realized that the biggest casualties in our industry were people just from Stand out of the habit of watching movies.”
Production issues in Hollywood led to less drama releases and smaller ticket sales in 2024, with box office revenue falling 3.4% from 2023 to $8.74 billion. Farnsworth notes that the unique popcorn bucket can add value to customers’ movie trips and create memories of travel that can be taken home, which can support or reuse movie nights on display shelves.
"It's very good for the bottom line," he said. "For us, the biggest value is people coming in, these fun things they bring home, they're taking photos with them in the theater. It's a lot of value." ”
For Cinemark, the proof of concept is the release of "Scream VI" in 2023.
"We made a 'screaming' popcorn bucket, which surprised us," said Sean Gamble, CEO of Cinemark. "This thing was just this huge absorption. We sold the thing right away and then we Basically they were sold to people online.”
The commemorative popcorn bucket has long been part of theme park merchandise sales, earning Disney and Universal revenue both domestically and internationally. However, it was late for cinemas in the United States to adopt this trend.
Marketing and merchandising company Zinc has been designing and manufacturing branded popcorn buckets and beverage sippers internationally, but has brought it to the spotlight in 2016.
"Theater is taciturn because the cup is not suitable for the holder," said Rod Mason, vice president of business development at Zinc Group.
Mason said there was a turnaround in 2019, which was the R2-D2 popcorn bucket created for Star Wars: The Rise of Skywalker.
"AMC pans it on," he explained. "They spent tens of thousands of pieces. They sold for extremely high prices in about three to four days. Never did something like this before, like "Okay, well , this can. ”
The version of Droid popcorn bucket has been re-released to re-released the 25th anniversary screening of "Star Wars: Episode 1 - Phantom Threat".
The popcorn bucket and drink cup combo cost $49.99.
However, five years later, the real watershed for the niche was the now-notorious popcorn bucket of “Dune: Part Two” released last March. The bucket is modeled from Sandworms in the movie, but inspired a rough comparison with adult products.
"The beauty of the 'dune' barrel is that it's not meant to spread," Mason said.
The $24.99 barrel sold out and found power in the secondary market. The popcorn buckets are sold on the reseller’s website for $50 to $210.
"The popularity of popcorn buckets on social media and the limited supply of popcorn buckets can lead to a feeling of "fear of missing out" among consumers forced to buy buckets when they see them available" Disney Guide Mickeyvist Lindsay Brookshier, content director at .com, said.
The "Dune" barrel inspired "Deadpool & Wolverine" actor and producer Ryan Reynolds to design a cheeky popcorn bucket to release his movie.
"In a few years from now, they will look back on 2024, just like the beginning of the war for popcorn buckets," Reynolds wrote on X to promote the franchise container, its shape Open like Wolverine's head, open her mouth for popcorn.
The $29.99 bucket is available exclusively on AMC and was released on the same weekend with the San Diego Comic Con and the "Deadpool & Wolverine" movie.
Studios and theaters are more active in working with companies like Zinc to create unique popcorn buckets for moviegoers.
"It's a very competitive business," Mason said. "Everyone is trying to surpass, not just companies like us, but companies that buy goods. They are trying to make sure they have the coolest ones," he said. Items…The competition has been amplified over the past 12 months because there are so many sights in this business.”
Now, the film industry will flood with a lot of records as production delays the pandemic and the double Hollywood strike.
After debuting on Friday’s “Captain America: Brave New World,” the 2025 calendar features “Thunderbolts*,” Mission: Impass: Impass: the Chand The The The The The The The The The The The The The Onder Orchors” , "How to Train Your Dragon", "Jurassic World Rebirth", "Superman, "Superman", "Fantastic Four: Step One", "Evil: OK", "Zootopia 2" and "Avatar: Fire and Ash”.
2026 and "Super Mario Bros. sequels, "Avengers: The Apocalypse", "Mandalorians and Grog", "Toy Story 5", "Super Girl: The Woman of Tomorrow", "minions 3", "The Hunger Games: Sunrise on Harvest", "Ice Age 6" and "Shrek 5."
"We missed a couple," said Farnsworth of B&B. "We didn't have that crazy 'dune'. But it was one of the hinges for us. It was like, "Okay, we really have to pay attention." ”
B&B is the fifth largest movie chain in the United States with 58 locations and still has to be very intentional about what it offers and how many products it buys. Movies like "Wicked" and large built-in audiences eager for merchandise are safer. But the theater has a short window for sale of specialty items.
"Unlike our regular popcorn bags (evergreen popcorn bags), if you don't sell (products), you probably won't sell them a month after the movie," Farnsworth said.
At the same time, AMC investment is even greater.
“One of the big things we’ve done in 2025 is that we’re greatly increasing the number,” Allen said. “We’re buying because we don’t need to sell out on the opening day. There are a lot of people watching the movie for weeks and weeks. ”
Disclosure: Comcast is the parent company of NBCuniversal and CNBC.