For years, popcorn has been synonymous with the cinema. However, a new trend is reshaping the traditional movie-going experience, and it hinges not only on the popcorn itself but on the containers that hold it. The humble popcorn bucket is morphing into a sought-after collectible, drawing in movie enthusiasts eager to capture a piece of their cinematic experiences. In recent times, theaters have begun to recognize the potential of these novelty items as revenue generators, marking a significant shift toward merchandise that goes beyond mere snacks.
AMC Entertainment, one of the premier movie theater chains in the United States, offers an intriguing case study in this emerging market. In a strategic pivot, the company started creating and promoting an array of merchandise, including themed popcorn buckets, and reported a staggering $65 million in revenue from these sales alone last year. AMC’s CEO, Adam Aron, underscored the significance of this shift, noting how a successful release, particularly the star-studded ‘Taylor Swift: The Eras Tour,’ kickstarted a monthly rollout of themed buckets. This demonstrates a savvy understanding of consumer trends and the potential that unique branding can offer.
The concept of collectible popcorn buckets is not entirely new but has gained traction recently, particularly post-COVID. Cinematic experiences have transformed into events that create lasting memories, and unique popcorn buckets are becoming an integral part of that experience. Paul Farnsworth, chief communicator at B&B Theatres, emphasized the necessity of “eventizing” cinema to rekindle the habit of movie-going that waned during the pandemic. These souvenirs turn a typical outing into something special, with attendees snapping pictures and sharing their experiences on social media.
The novelty factor of these buckets holds immense market value. Cinemark’s experience with the “Scream VI” bucket exemplifies this, showcasing how even a single product can captivate audiences and spur sales beyond the theater walls. These buckets are not just functional; they are becoming cultural artifacts—items worthy of exhibition and conversation, fueling a desire that goes beyond mere consumption.
While theme parks like Disney and Universal have long capitalized on the appeal of limited-time merchandise, U.S.-based movie theaters have only begun to follow suit. Companies have recognized the influence of design and creativity in consumer engagement and have seized the opportunity to introduce quirky and interactive popcorn containers that resonate with film fans. This has been aided by the efforts of specialized marketing firms like Zinc Group, which have tailored popcorn buckets for the North American market since 2016.
The breakthrough moment for this niche market came with the iconic R2-D2 popcorn bucket for “Star Wars: The Rise of Skywalker.” Its rapid sell-out demonstrated the possibility of striking success through innovative merchandising. As Rod Mason of Zinc Group articulated, this was the turning point that revealed the demand for such items and established a precedent for future offerings.
In today’s era, social media can catapult a product into the stratosphere of popularity. The quirky and sometimes controversial designs—such as the notorious “Dune” popcorn bucket—capture public attention and create buzz that feeds the trend. Lindsay Brookshier noted that these items often incite a “fear of missing out” among consumers. The combination of viral marketing and limited availability fosters a competitive atmosphere among moviegoers, driving demand and high resale prices.
Ryan Reynolds’ playful foray into this realm highlights the growing crossover between Hollywood productions and collectible merchandise. The actor’s unique popcorn container design for “Deadpool & Wolverine” not only appealed to fans but also leveraged the timing of Comic-Con, proving that context, alongside creativity, plays a vital role in merchandising success.
The film industry’s calendar is packed with eagerly anticipated releases that lend themselves to unique popcorn bucket designs. As traditional barriers fade and creativity flourishes, theaters are better positioned to collaborate with merchandising companies to produce distinctive items that resonate with audiences. The 2025 slate promises films like “Captain America: Brave New World” and “The Mandalorian,” all potential subjects for specially themed merchandise.
However, the allure of these specialized items comes with challenges. Theaters must carefully select which products to introduce and manage inventory to avoid excess stock after the hype subsides. As Farnsworth pointed out, timing is crucial; a product tied to a blockbuster release has a limited sales window that requires precise execution.
Popcorn buckets have evolved from mundane containers into cherished collectibles that enhance the overall cinematic experience. As theaters increasingly embrace this merchandising trend, the popcorn bucket is solidifying its place in the annals of cinema culture, blending culinary delight with consumer nostalgia in a thrilling new chapter of movie-going.