For many, heading to the movies is a cherished tradition, often highlighted by the intoxicating aroma of freshly popped popcorn. However, recent developments suggest that it’s not just the popcorn that patrons are craving; it’s also the experience that comes wrapped in flashy, themed packaging. In a clever pivot to boost their revenue streams, theater chains are increasingly capitalizing on the novel idea of collectible popcorn buckets, transforming them from simple containers into coveted memorabilia that enhances the cinematic experience.
AMC Entertainment’s sudden leap into merchandise sales serves as a testament to this trend. In a remarkable turnaround, the company generated a substantial $65 million in merchandise revenue last year alone, thanks in part to creative offerings like novelty popcorn buckets and themed sippers. This strategy gained traction with the release of “Taylor Swift: The Eras Tour” in October 2023, setting the stage for a new approach to theater marketing that aims to lure audiences back into cinemas, especially in a post-pandemic world.
As theaters navigated the challenges of reduced attendance in the wake of COVID-19, they recognized a pressing need to re-engage audiences. According to Paul Farnsworth, the executive director of communication and content at B&B Theatres, the industry realized that special events and unique experiences are now more essential than ever. Those who’ve strayed from regular movie attendance must be convinced to return, and offering playful popcorn buckets can foster an emotional connection that keeps the memories alive long after the credits roll.
These unique buckets not only serve as memorable items to take home, but they also encourage social sharing. They’re becoming a part of the moviegoing experience, prompting patrons to snap photos to share on social media, making the cinematic outing not just about the film but about the entire package. The psychology behind this approach creates a sense of urgency, encouraging viewers to see a film in theaters as a part of a bigger (and more enjoyable) event.
Cinemark’s strategy distinctly illustrates the impressive sales potential of themed merchandise. With their “Scream VI” bucket, the company noted unexpected success that led to immediate sell-outs and subsequent reselling on various online platforms, showcasing a growing consumer demand for these kinds of collector’s items. Such enthusiasm resembles the fervent merchandise culture found in theme parks, and it’s a phenomenon that had previously eluded American movie theaters.
Historically, production and marketing agencies have struggled to capitalize on this unique niche. Industry insiders suggest that a previous reluctance to embrace themed buckets and sippers was due to compatibility issues with conventional cup holders. However, with breaking success stories like a specially designed R2-D2 bucket launched in conjunction with “Star Wars: The Rise of Skywalker,” the tide began to turn. The enthusiastic consumer reception for these items has led to a reevaluation of the merchandise strategy across multiple chains.
The tipping point for the popcorn bucket phenomenon arguably occurred with the wildly discussed “Dune: Part Two” bucket, which unintentionally captured the internet’s attention with its viral potential. The bucket, designed to resemble a sandworm, was both beloved and the subject of crude humor, yet its popularity soared. Retailers noted enormous markup prices on eBay, sparking conversations about scarcity and desirability.
This social media-driven frenzy highlights a marketing lesson that industries far and wide are learning: limited editions incite urgency amongst collectors and moviegoers alike. Consumers begin to operate under a ‘fear of missing out,’ which can amplify sales. The phenomenon expanded to other franchises; even actors like Ryan Reynolds began designing their own collectible buckets while trying to capture audience interest through engaging promotions.
As the industry prepares for an influx of potential blockbusters over the next few years, the central focus remains on creating memorable experiences tied to these new releases. With high-profile films like “Captain America: Brave New World” and the sequel to “Super Mario Bros.” on the horizon, theater chains are actively planning merchandise strategies to coincide with these releases.
B&B Theatres recognizes the importance of strategic partnerships and thoughtful inventory management when considering which products will move. The challenge lies in the transient nature of these experiences; if merchandise does not sell out quickly after a film exits the mainstream, the items lose their allure. In contrast, AMC has made significant commitments to increasing orders, planning to stock more of these collector’s items to avoid sell-out scenarios on the day of release.
As theaters embrace this inventive approach to enhancing the moviegoing experience, popcorn buckets are undergoing a transformation from practical concession items into cherished keepsakes. By recognizing the ways nostalgia, social media, and unique experiences shape consumer behavior, cinemas are not only boosting their revenue but also fostering a more engaging and enjoyable atmosphere inside their theaters. The popcorn bucket war has only just begun, but its implications for the future of cinema could be profound.