Popcorn Culture
For some moviegoers, the most exciting part of a new release is the popcorn bucket.
Promotional popcorn containers have been part of movie merchandise for a long time, but they have taken on more elaborate designs in the last few years—and have become a hit with collectors. The most popular pieces are figural, often shaped like a character’s head, an important prop, or even a related item like the IMAX camera promoting The Odyssey or the red handbag for The Devil Wears Prada 2, both released this year.
This new wave of merchandise has been a boon for movie theaters. Cinema attendance has been declining since streaming took over film and television, but the tide has turned this year, with what might become the best box office since 2019. While it’s unlikely that popcorn buckets are solely responsible for their success, they appear to be a significant factor. Employees at movie theaters say they see customers come in just for the buckets. Theater chain Cinemark reported record merchandise sales this year, noting that figural popcorn buckets are their most popular offerings.
The popcorn buckets are sold as limited editions and, based on retail prices listed online, usually cost between $20 and $70. Prices climb higher on the resale market. For example, a Spider-Man: Brand New Day popcorn bucket in the form of the titular hero’s head is priced at $34.99 on the AMC Theatres site. The same design has sold on eBay for nearly $60.
Popcorn containers shaped like characters or referencing attractions are classic theme park souvenirs, and their use as movie merchandise may help to bring a similar feeling to the cinema. They are tangible souvenirs, helping to turn moviegoing into an experience that can’t be replicated at home. Social media plays an important role in the trend, with collectors sharing pictures of their purchases and the most outlandish designs going viral.
From a marketing perspective, these novelty buckets are a stroke of genius. But for collectors, will they hold on to their value, or are they just another fad? Only time will tell. Maybe you should have some popcorn while you wait.
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