Popcorn Container Craze at Theaters Sparks Sell-Out Frenzy, Emerges as New Revenue Source

As movie theaters in the United States struggle with declining attendance and sluggish ticket sales, they are turning to unique marketing strategies using popcorn containers. Despite prices reaching tens of thousands of won, character-shaped "popcorn containers" have sparked a collector craze, emerging as a new source of revenue.

The image of Yoshi Popcorn Container, which gained great popularity both in American theaters and domestically. CGV

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According to the South China Morning Post (SCMP) on April 18, the American theater industry has been actively employing popcorn containers as a marketing tool to counter falling demand for moviegoing. Moving beyond simple containers, popcorn buckets designed in the shapes of characters and motifs related to films are driving audience spending.

One prominent example is the Nintendo game character "Yoshi" popcorn container, which is sold for around $50 (approximately 73,000 won). With a toy-like design, this product is often used as a display item rather than for actually holding popcorn.

Recently, as the release of the new "Super Mario" movie series approaches, sales of related popcorn containers have surged. The star-shaped character "Luma" container, which even features a lighting function, is sold for around $45 (approximately 65,000 won), with some products selling out quickly after launch. The "Mini Koopa" container, which can hold just 5 to 11 pieces of popcorn, is also enjoying popularity.

This trend is spreading beyond one-off events and is expanding across the industry as a whole. A range of movie-related merchandise has been released in quick succession, including a pink car-shaped container from the movie "Barbie," a Galactus-shaped product from "Fantastic Four," and a character-mouth-shaped container from "Deadpool & Wolverine."

Major U.S. theater chain AMC began full-fledged sales of integrated popcorn containers in 2019, starting with the "Star Wars" series. As demand rapidly increased, the company generated around $54 million (approximately 7.99 billion won) in revenue from these products alone in 2023.

Industry insiders believe that these products not only generate profit but also help attract more customers. They note that the release of popular popcorn containers tends to result in increased theater visits.

However, some point out that high production costs may limit overall profitability. Nevertheless, the consensus in the industry is that these containers offer significant value as a way to enhance the customer experience.

In fact, some consumers view popcorn containers as "souvenirs" and actively seek to purchase them. In the case of popular products, they often sell out immediately after release or are traded at premium prices in the resale market. Many fans are even willing to travel long distances or wait online to get them.

Experts interpret this phenomenon as a shift in consumer trends in the digital age. While movie tickets once served as mementos, the widespread adoption of digital tickets has fueled demand for "physical experiences" to take their place.

Film historian Professor Ross Melnick explained, "Popcorn containers serve as physical souvenirs that help you remember the moment."

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