Hong Kong’s South China Morning Post (SCMP) reported that the U.S. film industry is using popcorn containers as a new marketing element as it is struggling to sell tickets.
The industry is selling popcorn containers, piquing millennials’ nostalgia and raising expectations for movies.
Disney started the popcorn container business in the 1990s. They first sold simple souvenir containers, and in 2010, they launched 3D containers modeled after Mickey Mouse.
The business has grown dramatically in recent years, with various filmmakers producing popcorn containers that have gained publicity.
Case in point is the Wolverine-shaped bucket released in time for the release of the 2024 film Deadpool and Wolverine, and the Galactus-shaped bucket that appeared with the 2025 film Fantastic 4: New Start.
The Galactus Bucket is listed in the Guinness Book of Records as the largest commercially sold popcorn container.
Recently, the popcorn container business has become more active with the release of the movie Super Mario Galaxy, which is based on Nintendo’s game of the same name. Theaters are leading the box office by selling buckets modeled after characters such as “Yoshi,” “Rumari,” and “Coupa.”
Famous movie theater chain AMC Theaters said that the number of viewers also increases whenever a popular popcorn container is released. AMC explained that sales of related products reached $54 million (about KRW 79.261 billion) in 2023, and that it has continued to increase since then.
David Heywood, vice president of Cinemark, another movie theater chain, said, “The fancy popcorn container is expensive to make, so it is regrettable when it comes to profitability. However, this product gives great pleasure and promotes the sale of popcorn and beverages,” claiming that the products have sufficient value.
For collectors, the scarcity of popcorn containers is an attraction. Yoshi-shaped popcorn containers were so popular that they sold out within an hour of their release. People with great interest in collecting are actively working to purchase popcorn containers regardless of price and distance.
Experts attributed the craze for collecting popcorn containers to growing interest in analog experiences. It is explained that the value of physical souvenirs has increased as digital elements increase.
SALLY LEE
US ASIA JOURNAL
