Popcorn, an iconic element of the cinematic experience, has enjoyed a long-standing relationship with moviegoers. For decades, its warm, buttery allure has been a comfort while audiences lose themselves in storytelling on the big screen. However, in recent times, the importance of popcorn hasn’t just been limited to the aroma wafting through theaters; rather, the containers holding this beloved snack have emerged as significant revenue generators. Chains such as AMC Entertainment, Cinemark, and B&B Theatres have recognized the untapped potential in transforming popcorn buckets into collectible items, leading to surging sales and heightened customer engagement.
Historically, movie theaters have focused primarily on ticket sales and food concessions, neglecting the merchandising aspect that theme parks have thrived on for years. Yet, as the movie industry faced challenges—especially following the pandemic—there was a renewed urgency to attract audiences back to theaters. All of this culminated in creative new approaches to merchandising that revolves around eye-catching and designer popcorn buckets.
The strategic pivot toward collectible popcorn buckets appears to have taken root prominently post-pandemic. Theaters began to see that simply luring audiences back into seats wouldn’t be enough—they would need to provide a rich experience that invited patrons to engage beyond just viewing a film. Adam Aron, CEO of AMC, highlighted an instance of success with the release of “Taylor Swift: The Eras Tour” in October 2023, which featured memorable merchandise and sparked a monthly campaign of new offerings that drew customer interest. For many, the experience of attending a movie is now wrapped in the desire to take home a piece of that experience, embodied by quirky popcorn buckets that can serve as mementos.
Companies like B&B Theatres have acknowledged this shift, with Paul Farnsworth noting that creating an “event” around cinema is now more vital than ever. He observed that the pandemic had led to a decline in habitual theater-going, prompting theaters to re-evaluate how they engage with their audiences. Custom popcorn buckets, laden with artistic themes that reflect newly released films, have become the perfect solution to reignite that sense of nostalgia and excitement.
The transition from traditional popcorn containers to specialty buckets is not merely a gimmick; it has proven to be a sustainably profitable venture. Cinemark’s Sean Gamble shared a poignant moment when just one novelty bucket for “Scream VI” sold out upon release, and demand surged to the point where they saw secondary market transactions. This demand indicates a cultural shift where consumers are increasingly drawn to unique pieces of cinema memorabilia, essentially turning popcorn containers into artifacts of their movie-going experience.
While theme parks have long utilized collectible merchandise to bolster revenue, the film industry was slower to embrace this practice—until recently. The pivotal development came with innovative designs such as the R2-D2 popcorn bucket tied to “Star Wars: The Rise of Skywalker,” which not only captured audience interest but also exemplified the potential profitability of custom merchandise. Following that success, companies specializing in merchandise production, like Zinc Group, began to carve out a niche in cinema merchandising, paving the way for extensive collaboration between theaters and vendors.
The melding of popcorn bucket design with social media dynamics further enhances the popularity of these items. The now-iconic “Dune: Part Two” popcorn bucket became a social media sensation not for being a deliberate marketing campaign, but rather through an organic consumer response that leveraged viral trends. With its provocative design, the bucket garnered the attention of influencers and fans alike, resulting in prices on resale platforms skyrocketing—an indicator of its newfound collectible status.
Ryan Reynolds’ whimsical contribution to the market with a popcorn bucket styled after Wolverine highlights how the blend of star power and unique merchandising has led to a fertility of ideas in cinema collectibles. The competition within this niche is fierce, with studios and retailers constantly brainstorming new concepts to entice audiences. This proactive approach suggests that the lucrative potential of popcorn buckets is only beginning to be tapped.
Looking ahead, the movie industry is prepared for an influx of blockbuster releases, promising a goldmine of opportunities for future collectible popcorn buckets. The 2025 schedule, featuring major titles such as “Thunderbolts,” “Jurassic World Rebirth,” and sequels from beloved franchises, signals a vibrant future for merchandising. The strategy moving forward will hinge on careful planning and marketing to maximize sales of these novelty items while ensuring a steady flow of audience engagement.
As theaters refine their product offerings and learn from prior successes and failures, the popcorn bucket’s role as a meaningful part of the cinematic experience continues to evolve. No longer an afterthought accompanying a movie, these collectible containers have transformed into essential components of the moviegoing experience, blending nostalgia, investment, and creativity in ways that resonate powerfully with audiences. Eventually, one might even find a popcorn bucket sitting pride of place on a shelf, a token of cherished memories at the movies—a symbol of a revolution in cinema merchandising.