These days, there’s nothing cheap about going to the movies. Ticket and concession stand prices have been steadily rising, especially as cinema chains have attempted to stay afloat amid the rise of streaming services and the enforced closures of the Covid-19 pandemic.
Movie theaters are trying to adapt to these challenges by offering upgraded projectors and sound systems, luxury reclining seats (and even beds!), and re-releases of fan favorite films. Theaters are playing concert films and even sporting events, and many chains have greatly expanded their food and beverage options (some with waiter service). IMAX theaters are thriving, given that there’s no way to come close to replicating a 125-foot screen in your living room.
Even so, ticket sales are still about one-third lower than they were before the pandemic, and prices are reflecting the need for theaters to charge more to stay in business. Overall, people are going to the movies less frequently, so when they do, they consider it a special treat and splash out on extras.
And when it comes to extras, look no further than the merchandise sold at the concession stand. Huge, expensive collectible popcorn buckets are a relatively new addition to the movie theater experience. The popularity of over-the-top popcorn buckets shaped like characters, vehicles, and buildings has exploded since 2019, when AMC took a gamble with a collectible R2-D2 “vessel” that held not just popcorn but also a fountain drink, released in conjunction with Star Wars: The Rise of Skywalker. The success of the $49.99 bucket encouraged studios and movie theater chains to collaborate and create dozens of other collectible containers for other blockbusters.
Since then, collectible cups and popcorn buckets have become a tantalizing revenue stream for movie theaters. AMC reportedly made $54 million from collectible cups and containers in 2023. Now, nearly all major releases feature pricey tie-ins at the concession stand. For example, Gladiator II fans can purchase a popcorn bucket shaped like a gladiator helmet or the Colosseum (which comes with a QR code you can scan for an augmented reality experience). There’s a plastic battle hammer to celebrate the release of The Lord of the Rings: The War of the Rohirrim, and a detailed replica of Pride Rock for Mufasa.
Meet me at the concession stand:
- Wicked, which has gone for movie merchandising in a big way, is currently offering “Gravity Green” and “Popular Pink” alcoholic drinks with glowing pink and green plastic ice cubes (plus a slew of other merchandise, like broomsticks, crowns, and witch hats).
- Some specialty popcorn containers have gone viral online, like the worm-shaped bucket from Dune: Part Two or the open-mouthed Wolverine container from Deadpool & Wolverine.
- Although many movie theaters offer discounts for matinees or certain weekday showings (often Tuesdays), movie ticket prices in the U.S. have more than doubled in the past 25 years. The average cost of an adult ticket (not including taxes or booking fees) ranges from around $9 in Wyoming to nearly $16 in New York.
